Redefining Fulfillment and Risk

In this episode, we go inside the mind of Simon Dixon, co-founder of the global brand and design consultancy DixonBaxi.

» Learn more at https://justcreative.com/podcast 

Known for shaping bold, human brands for some of the world’s most iconic companies, Simon shares how his team builds what they call Intelligent Identities™—living systems designed for scale, emotion, and relevance.

We cover:

• The DixonBaxi Way: principles, process, and creative culture

• Why emotion—not aesthetics—is the foundation of powerful design

• How to build brand systems that stay flexible without losing clarity

• What SuperFutures is, and how it’s reshaping the future of brand innovation

• Lessons from decades of creative risk, leadership, and reinvention

This is a must-listen for designers, strategists, and creative leaders who want to push beyond surface-level branding and build brands that actually matter.