S06.EP11 - Inside DixonBaxi: Building Brands That Matter with Simon Dixon
- S6E11
- 44:32
- June 26th 2025
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.
JUST Branding
The JUST Branding Podcast, hosted by Jacob Cass & Matt Davies, is the only podcast dedicated to helping designers & entrepreneurs grow brands.
Each episode goes deep into the details of the brand building process, with professional insights, actionable tips and resources to help you build better brands.
The focus is on helping designers & entrepreneurs bridge the gap between strategy and design. Branding professionals from around the world join Jacob & Matt in discussing the benefits of brand strategy, top tools, how to sell strategy, brand purpose, brand positioning, neuroscience, brand personality, messaging, storytelling, brand naming, tag lines, logo design, brand identity design and brand experience.
ABOUT JACOB CASS
Jacob Cass is a Sydney-based designer & strategist who runs JUST Creative, an award-winning branding & design firm that doubles as an industry leading blog. Jacob helps brands grow & get results by crafting distinctive logos & brand identities that are backed by a solid brand strategy.
He recently rebranded San Francisco and Puerto Rico, and also branded New York's Digital District. Other clients have included the likes of Disney, Nintendo and Jerry Seinfeld. Jacob has spoken at TEDx, been featured in Forbes, Entrepreneur and has been awarded LinkedIn’s “Best of” for branding.
For him, design is a lifelong journey of continuously honing his craft, as well as educating other fellow designers & business owners to build on theirs, which has allowed him to build a large and loyal following, including his website which has been been viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries.
ABOUT MATT DAVIES
Matt is a brand strategy specialist working with leaders to align around their brand and get it ready to connect deeply with those inside and outside of their organisations. His work enables you to grow your business faster and easier. Matt solves a variety of brand challenges, from strategy and positioning to naming and identity right through to company culture and product innovation.