In 2001, he founded DixonBaxi with Aporva Baxi. Since then, Simon has built a global reputation in branding and design.
He has helped shape how Netflix, F1, Audible, AC Milan, Roblox, TikTok, Delta and British Land meet the world.
The company is the work. He believes the thing you’re really making is the creative business itself — its culture, standards, people, decisions, independence, ambition. The output isn’t separate from that. It’s the consequence of it.
Design should be useful, generous and impossible to ignore.
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