Daring Creativity. Daring Forever. Episode: Dare to Design for Life with Apurva Baksi Release Date: August 11, 2025
Introduction
In this captivating episode of Daring Creativity. Daring Forever., host Radim Malinic engages in an insightful conversation with Apurva Baksi, the co-founder and Executive Creative Director (ECD) of the renowned global brand agency, Dixon Baksi. The discussion delves deep into the ethos of designing for life, the principles that drive Dixon Baksi, and the broader landscape of creativity and bravery in the modern industry.
Apurva Baksi: Journey and Foundation
Apurva Baksi begins by reflecting on his long-standing partnership with Simon Dixon, highlighting their 30-year relationship rooted in mutual respect and a shared vision. Together, they co-founded Dixon Baksi, a global brand agency based in London, which has grown over 24 years to employ 55 people from 18 nationalities. Apurva emphasizes the importance of "design for life", a philosophy that balances designing businesses with creating workspaces that inspire and excite the team.
Notable Quote:
"We're spending as much time designing the business as we are designing the work or the space for the team to feel excited." [00:37]
Establishing Core Principles
The foundation of Dixon Baksi rests on strong, evolving principles rather than rigid rules. Apurva shares how these principles have guided the agency through various industry and cultural shifts over the decades. This adaptability ensures that the agency remains relevant and innovative, consistently pushing boundaries without settling into complacency.
Notable Quote:
"We decided to show no work, and it was all conversation. So when we spoke to clients, it wasn't about portfolio. It was about ideas and principles..." [05:47]
The Importance of Creativity and Bravery
A significant portion of the discussion centers on the concept of bravery in creativity. Apurva distinguishes between superficial declarations of bravery and genuine courageous actions. He explains that true bravery lies in "creating something distinct and original for a brand" and constantly iterating to maintain relevance in a rapidly changing world.
Notable Quote:
"Bravery is really being honest event. And the hard part is the sustaining it." [31:42]
Apurva also touches on the dilution of terms like "brave" in the industry, noting that while the term has become commonplace, the true essence of bravery involves consistent innovation and commitment.
Navigating Industry Challenges
The conversation explores the myriad challenges facing the creative industry today, including the overwhelming influx of content and the impact of platforms like Spotify on music and artist remuneration. Apurva discusses the delicate balance between scaling a business and maintaining creative integrity, emphasizing the importance of staying true to one's principles amidst external pressures.
Notable Quote:
"If you listen to the noise, it can start to dilute who you are. And it's very important to kind of trust your gut and be centered." [25:56]
Building and Sustaining a Creative Culture
Apurva highlights the importance of fostering a healthy, empathetic work environment that values introspection and diversity. Dixon Baksi's commitment to "designing for life" extends to personal growth and leadership development, ensuring that the team remains motivated and inspired.
Notable Quote:
"We very much thought about ourselves as individuals and about the company. It's that idea of design for life." [52:34]
Additionally, he emphasizes the power of cognitive diversity, citing the agency's multilingual and multicultural team as a significant asset that enriches their creative output.
Innovative Practices: Super Futures and Creative Sabbaticals
Dixon Baksi employs unique practices to nurture creativity within the team. One such initiative is Super Futures, an operating system designed to liberate and energize the creative process. The agency also prioritizes regular creative sabbaticals, allowing the team to step away from daily tasks and engage in activities that inspire fresh perspectives and innovation.
Notable Quote:
"We are having a superficial week for the entire team. And we're having a mini sabbatical for the entire business to take a moment." [47:31]
Defining and Maintaining Brave Brands
When discussing what constitutes a brave brand, Apurva explains that true bravery involves creating brands that can adapt and thrive in the future. It's not merely about having a bold marketing message but about building a brand foundation that is "strategically and aesthetically experienced for the next five years or more."
Notable Quote:
"Bravery is the commitment. Keep doing it." [31:42]
He underscores that bravery must be sustained through continuous iteration and a steadfast commitment to originality and relevance.
Conclusion: The Essence of Daring Creativity
The episode concludes with a profound reflection on the essence of daring creativity. Apurva and Radim emphasize that true creativity involves challenging the status quo, staying true to one's principles, and fostering an environment where the team feels empowered to innovate and express themselves authentically. Dixon Baksi's approach serves as a testament to the power of blending creativity with principled leadership to drive meaningful change both within the agency and in the broader creative industry.
Notable Quote:
"Your imagination is invaluable. So with that shift and the change that you see in people, like, it must be quite satisfying to be that aware, compassionate, empathetic and emotionally intelligent..." [52:50]
Key Takeaways
- Design for Life: Balancing business design with creating inspiring work environments.
- Core Principles: Evolving principles guide adaptability and sustained creativity.
- True Bravery: Going beyond rhetoric to consistent, principled creative actions.
- Industry Challenges: Navigating content overload and platform impacts while maintaining integrity.
- Creative Culture: Fostering empathy, diversity, and continuous personal and professional growth.
- Innovative Practices: Implementing systems like Super Futures and creative sabbaticals to nurture innovation.
- Sustaining Brave Brands: Building brands with a forward-thinking foundation to remain relevant and adaptable.
Final Thoughts
This episode of Daring Creativity. Daring Forever. offers an inspiring glimpse into the philosophy and practices of Dixon Baksi. Apurva Baksi's insights underscore the importance of merging creativity with thoughtful leadership and principled business practices. For creatives and entrepreneurs alike, the conversation serves as a valuable guide to cultivating a daring and sustainable creative journey.
Thank you for tuning in to this episode of Daring Creativity Podcast. If you found this summary insightful, consider listening to the full episode for a deeper exploration of daring creativity and the inspiring journey of Apurva Baksi and Dixon Baksi.