Unveiling the Creative Process: A Deep Dive into DixonBaxi's REMIX
A Messy Love Letter to Creativity
Imagine a 500-page book that's not just a collection of designs but a vibrant, immersive experience. That's REMIX, a masterpiece by DixonBaxi that challenges the traditional design monograph. It's a bold statement, a love letter to the creative process, and a gloriously messy journey through 18 months of their work.
The first thing that captivates you is its size. At 305 × 305 mm, it's the equivalent of a 12-inch record sleeve, a design choice that Simon Dixon explains, "gives it a cinematic feel." This isn't just a large book; it's an invitation to dive into their creative world, no matter where you land on the pages.
But REMIX isn't just about the visuals. It's a physical journey, demanding you to manoeuvre, turn, and lean in to decode the scattered Slack screenshots, scribbled aphorisms, and layered images. At 4.33 kg, it's a tangible companion, encouraging you to stay and explore.
"It's about the work in the studio," Simon clarifies. "On any given day, work is on the wall, screens, or tables." This overlapping, seemingly chaotic style is a reflection of their day-to-day, where health-tech explorations sit next to sports identities, and Slack chats pop up between bold typographic experiments.
REMIX is a retrospective, a manifesto, and a studio diary rolled into one. It's a celebration of the process, not just the performance. "The market is full of perfect case studies and functional 'how-to' books," Simon notes. "But as a professional creator, you sometimes just need to create."
This tension between process and performance is a central theme. DixonBaxi, known for their elite work with global brands, chose to publish the messy middle, the part where things click into place. "It's about the work in the studio," Simon emphasizes, "not just the final product."
The book is a testament to their Superfutures practice, where everyone, from designers to strategists, reimagines past projects without client briefs. It's a collaborative effort, with British Land providing a floor in Broadgate to lay out over a thousand spreads. "It was liberating and heartening to see everyone participate," Aporva Baxi reflects.
REMIX is more than just a book; it's an experience. It's a digital companion that reshuffles with each visit, a living document that changes as you interact with it. It's accessible, with student discounts and copies for libraries, ensuring that creativity isn't confined to the elite.
"A lot of creative people process the world differently," Aporva and Simon agree. REMIX is a window into that headspace, a colourful, organized chaos that's strangely reassuring. It's a reminder that behind the high-gloss case studies and keynote decks, creativity is still built on the same foundation as a teenager with a sketchbook or a motion designer on a Sunday afternoon.
It's about making things, over and over again, not just because a client asked, but because you wanted to see what might happen if you did.
