DixonBaxi are a London-based brand agency. They are made up of five teams: Creative, Production, Operations & Growth, Strategy & Intern Academy.
They believe in brave design that challenges convention and designing for the future. They have helped many global brands achieve brand success through their design work. A few of their clients include Hulu, Audible, Premier League, and Netflix.
One project DixonBaxi worked on that was particularly successful, was the rebranding of AC Milan, a football club with huge significance in Italy and Europe. They were able to modernise a brand/football team whilst not making any changes to the original crest, but instead developing it further to shape a narrative around it.
The iconic oval shape of the crest was the inspiration for a number of elements of the rebrand, from the social media account, bus/coach vinyls and merchandise. The repeating of this oval shape symbolises the beating heart and is an integral part of the updated brand image. A new typeface was also developed in collaboration with type designer Elliot Amblard, inspired by the repeating oval design.
During the semester we were very lucky to be given the opportunity to attend an event run by Rapid Agency, in which Simon Baxi was the guest speaker. He provided great insight into the journey of DixonBaxi and a number of projects they have worked on.
