IDI President Mary Doherty interviews Simon Dixon (co-founder of Dixon Baxi), to find out what he looks for in graduate portfolios, how to stand out from the crowd and what it takes to make it in design for those in the early stages of their career.

Simon has run creative agencies for over three decades. His conviction that great thinking and beautifully crafted design make the world a better place remains undimmed.

In 2001, Dixon co-founded DixonBaxi with his business partner Aporva Baxi.

Together they have a global reputation as leading creatives in branding and design, and are sought out by some of the world’s most forward-thinking companies to help them connect with and inspire their audiences. DixonBaxi believes there has never been a greater need to future-proof brands in a world of rapid, constant change.

They’re trusted by Netflix, IMAX, Audible, AC Milan, AT&T, Headspace, The Premier League and British Land. Companies that seek to be bold and challenge convention.

As the founding partner of Red Dog, Mary has played a pivotal role in nurturing the company’s growth and maintaining its reputation in Ireland and abroad. Her unwavering vision and relentless pursuit of excellence in design have propelled Red Dog to achieve international recognition and receive numerous awards.

Mary’s design achievements have garnered significant recognition and authority over the years. In 2015, she was honoured as a Fellow of the prestigious Institute of Design in Ireland (IDI), an accolade highlighting her expertise and contribution to the industry. Mary holds a prominent position on the board of the IDI and further solidified her standing by assuming the role of President in November 2022.

Mary firmly believes in delivering “creativity that means business,” a mantra that underscores her commitment to aligning creative expression with the needs and objectives of clients. Drawing from her extensive experience in visual branding and its multifaceted components, Mary has successfully led prominent identity projects for notable organisations over the years such as Jhpiego (US), Ireland Funds, Irelands Presidency of the EU, Law Society of Ireland, TU Dublin and University of Limerick. She is currently involved in the rebrand of the Irish Cancer Society and Saint John of God.

With thanks to Design Skillnet for supporting the project.