Who the hell is Allie Impey?

Get to know some of the brilliant minds behind our work. We’re chatting with members of the DixonBaxi studio about what makes them who they are. From the professional to the personal, nothing is off limits here. Introducing: Allie, our Senior Writer and time-stretched member of two book clubs and two football teams.

Who are you and what do you do?‍

Hey gorge. I’m Allie, senior writer at DixonBaxi. I help brands sound very “them”.

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What’s your story?

It’s one of those ones that jumps around a lot and is hard to follow. Has loads of flashbacks and dream sequences and multiple narrators, and at least three montages of me writing furiously in a dark room while visions of ChatGPT dance around my head.

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What are you working on right now?

A brand film, two verbal identities, square breathing.

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"I want to understand who I am, what I stand for, why I think and feel the things I do. And I want to share this with the world in a way which feels right, arranging the words until I can bridge the gap between me and you."

Describe your working style in 3 words.

Finger crickin’ good.

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Tell us about some of your interests. What are you into?

Reading books for my two book clubs. Playing football for my two football teams. Writing letterboxd and goodread reviews no-one reads. Playing guitar (badly). Singing (badly). Writing poetry (badly). Gossiping (well). Dancing. Hiking. Daydreaming. Hanging out with friends.

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Do you think design can change the world? How?

Yeah. Thinking specifically about words – language frames our reality, shapes our culture, influences how we think, feel, behave. We can use words to clarify or obfuscate, create belonging or division, make us cool, trustworthy, the opposite. Little changes can have a big impact, and their meaning is constantly changing in relationship to the world. Wars have been fought over words, won and lost because of them. Not to be melodramatic.

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If you could change one thing about the world, what would it be?

I would make everyone chill TF out for a second so we can work out WTH is going on.

What’s the last song you listened to?

Hell of a Ride – Nourished By Time.

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Why do you do what you do? What motivates you?

I want to understand who I am, what I stand for, why I think and feel the things I do. And I want to share this with the world in a way which feels right, arranging the words until I can bridge the gap between me and you. And I want to do this for brands in exchange for money, so I can buy myself many fine trinkets and jewels (and also ‘cos I really love doing it).

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What’s your definition of good design?‍

It looks good, feels good, works good, and it does good ❤️🔥 ⌨️