Who the hell is Muhammad Yusuf?

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: Yusuf, our Design Intern and bow-wielding archery extraordinaire.

Who are you and what do you do?‍

Hi! I'm Yusuf, a Design Intern here at DixonBaxi.

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What’s your story?

My story begins in Rowley Regis, West Midlands, where I was born and raised in a community rich with diverse cultures and incredible people. From a young age, it was clear that I would end up in the creative industry. Art and design have always been present in my life, whether through my dad’s technical drawings, my mom’s intricate henna designs, or the many paintings and other forms of artistic expression that surrounded me. 

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My interest in graphic design sparked when I started spending hours creating YouTube thumbnails for a channel that didn't even exist and designing movie posters for my favourite films – you know, those ‘floating head’ posters everyone loves to hate. But to me, they were a starting point, a way to channel my creativity.

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By the age of 14, I knew I wanted to be a graphic designer. Seven years later, that's exactly what I've become.

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That's my story so far; started in Rowley Regis, now navigating life in big old London, and eagerly looking forward to what’s next!

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What are you working on right now?

I'm currently working on an exciting brand refresh for a huge global company.

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"A great piece of design is one that captivates you and resonates deeply, leaving a lasting impression – it's the kind of design that pops into your mind at the most unexpected moments and inspires you to create."

Describe your working style in 3 words.

Experimental, bold, and meaningful.

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

I absolutely love archery, and though my bow has been gathering dust for a while it's something I'm going to get back into. I'm also a big fan of binge-watching TV shows, particularly those with interesting plots and surprising twists.

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Do you think design can change the world? How?

Design is already transforming our world. It’s present everywhere from the homes we live in to the packaging of the food we eat, the media we consume and the clothes we wear. Design is a powerful tool that transcends languages and allows people from all walks of life to see and understand the same thing.

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

I would change the lack of empathy the world currently has.

What’s the last song you listened to?

In The Night - Childish Gambino feat. Jorja Smith & Amaarae.

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

I've always had a passion for design and a strong desire to help people. For a long time, I struggled to see how these two could coexist - how can design alone make a real difference? However, I've experienced firsthand how design can influence emotions and provoke thoughts. It has shown me that my skills can be a powerful tool for advocating for important causes and contributing to positive change. Knowing the projects I am working on might make a tangible difference is what motivates me to push myself further.

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What’s your definition of good design?

A great piece of design is one that captivates you and resonates deeply, leaving a lasting impression – it's the kind of design that pops into your mind at the most unexpected moments and inspires you to create.