“They can be desperate for the next big thing and fear they are missing out,” he explains, “rather than doing the things you want to do and being confident to do them.”
But living fully in the moment doesn’t mean slowing down. Dixon says life at his agency is busy and demanding in order to push the team creatively which makes for a dynamic and lively experience. The branding and creative agency's mantra is to challenge itself to be brave, which is summarised in its brand book (pictured below).
“The key is creating original work that’s beautifully crafted, something we know will make a difference,” adds Dixon. “We should make a company better and create a better experience for its fans or users; it’s important to originate and push boundaries. If you’re not inventing and finding new ways of engaging people, then it is short-changing the brief and client."
Some of the companies on DixonBaxi’s books include Channel 4, Eurosport, Fox Sports NL and Netflix, highlighting that some of its best work has come for content brands. But there’s plenty of room for improvement and the aim is to constantly keep striving for excellence and originality, says Dixon.
“The more we expand as a team, the more vital it becomes to collaborate,” he adds. “We find a blend of creative disciplines helps strengthen a project: a print designer working in TV or a digital creative looking at the tone of voice for a brand. Getting a blend of ways of thinking.”
Something that’s aided internal collaboration has been moving into a new permanent studio a year ago. Dixon says the most important thing is how the team is now working together: “You can’t often see it in the moment, but when you look back at what they have achieved over 12 months, it’s crazy.”
When it comes to bagging a job at the agency, a simple and genuine approach is most effective. “Workwise, the clearer and sharper people are about the best of their work or where they could make the most significant difference is important,” Dixon explains. “Often, we get very loose and woolly applications or folios, so they fall at the first hurdle. They need to know who they are and why they want to work with us; be thinking about how we can accelerate their careers but also where they can add value to our team.”
Offering advice for aspiring creatives, Dixon suggests loving what you do and the rest will come naturally. “Passion is key. If someone loves what they do and is willing to put the effort in to achieve great work, then the rest is easy. Skills can be taught, and experience gained,” he explains. “We find the people who are the most natural and interesting version of themselves and show passion are easy to spot.”
Connect with DixonBaxi here.