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DixonBaxi Simon Dixon and Aporva Baxi's London powerhouse specialises in creating brand strategies and design systems for "brave businesses" that want to challenge convention, including Hulu, Audible, and the Premier League. The studio had an exceptional start to 2025 by collaborating with Roblox on a brand new design system.
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We initially experimented with different possibilities, like adding textures and shades, but the use of flat colours was the best choice to preserve the authenticity of the brand and the original design." This decision was taken in consultation with Sanrio's UK team. "We
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I understand that it will be harder to survive solely on the design consultancy model since so many companies are moving to AI tools and all-in-one solutions like Canva," he reasons. "So And I've started reaching out to brands that align with my style, rather than waiting for perfect briefs to come in."
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