Who the hell is Alice Auxenfans?

We’re introducing each and every one of our colleagues to the world. From childhood memories to design outlooks, get to know what makes us who we are. This is Alice, a strategist at DixonBaxi with a background in design and a not-so-secret love of disco.

Who are you and what do you do?
I’m Alice, the Frenchy of DixonBaxi. I’m a brand strategist, I work with brands to help them connect in meaningful ways with their audience. It’s a mix of creativity, strong research and a bit of therapy!

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What’s your story?
I originally studied design. I loved supermarkets and wanted to design shampoo packaging. During that process, I discovered that I wanted to use my creativity to help create the narrative and meaning of brands rather than visuals.

My first brand strategy work was at Hyper Island, in Stockholm, and I fell in love with the process. I realised I could help the people behind the brand make their vision come true, and I found that really powerful. So I became a strategist, through interning, freelancing, founding my own agency and eventually ending at DixonBaxi.

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What are you working on right now?
Two gigantic brands who both have the power to have a big impact on their industry and audience.

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“Design is everywhere. It’s a source of connection and power. Great design provokes emotion and understanding, which is why I believe it plays a bigger role in our society than it’s given credit for.”

Describe your working style in 3 words.
Creative. Intuitive. Bold.

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Tell us about some of your interests – what are you into?
I love disco. I dance disco, I listen to disco, I dress disco etc. When I’m not on the dance floor imitating John Travolta, you can find me in the cinemas, especially at the Prince Charles in Soho, where I love watching classics on film.

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Do you think design can change the world? How?
Yes. Design is everywhere. It’s a source of connection and power. Great design provokes emotion and understanding, which is why I believe it plays a bigger role in our society than it’s given credit for.

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If you could change one thing about the world, what would it be?
Negativity. It never helps.

What’s the last song you listened to?
Boom Boom by Lewis Offman. Listen to the whole album.

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Why do you do what you do? What motivates you?
For the panel of skills you get to use and the impact you get to have. I like to see being a strategist as being a big sponge that absorbs, analyses and digests.

You’re also a magic mirror; strategy will already be existing in the clients or their users, but it’s our job to make it shine and engage with the world. Reflecting what they have as a field of opportunities. And you need to be the greatest storyteller, create impactful narratives that will provoke the right emotions and help unite audiences around a common purpose.

Being a strategist is a constant, open-ended question, and that’s probably what I love most about it.

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What’s your definition of good design?
Emotional. Excitement, understanding, inspiration, happiness… if you feel something when you experience it, it’s a success.