Who the hell is Troy Simms?

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: Troy, our Brand Designer who likes to cycle through the streets of London when he's not cycling through songs.

Who are you and what do you do?‍

I’m Troy, a Brand Designer here at DixonBaxi!

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What’s your story?

I was born and raised in Coventry in the West Midlands. I moved down south in 2017 for uni, where I met some really inspiring people and learnt loads. I’ve been working as a designer in London for the past four or five years, and now I’m excited to be joining an incredibly creative team here.

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What are you working on right now?

Something really, really exciting.

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"Anything that splits the room is usually good. Great design should push boundaries and not always initially feel comfortable."

Describe your working style in 3 words.

Messy, ambitious, fun.

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

I mostly spend my time listening to music. I recently got a good turntable setup sorted out so I’ve been trying to build a bit of a record collection. I also play a lot of chess and do a lot of cryptic crosswords, or just cycle around when it’s not freezing out.

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Do you think design can change the world? How?

I think it already has and will continue to do so. The printing press alone has changed the world in so many ways that it’s hard to believe.

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

Unskippable Youtube adverts would be no more.

What’s the last song you listened to?

Now That I Have You – Tommy McGee.

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

I love being creative and solving problems. It’s fun and good for the brain, so getting to do that five days a week is the dream.

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What’s your definition of good design?

Anything that splits the room is usually good. Great design should push boundaries and not always initially feel comfortable, so a nice crowd-pleasing bit of design is generally too safe and boring. That’s my opinion anyway.