DIXONBAXI’S SIX-STEP PROCESS
Francesco de Souza and Marta Szymanska reveal how the agency approaches its sprintbased workflow
“This phase is crucial: often people forget how important it is to set goals with the client,” insists producer Marta Szymanska. “This is when we create the right team to set up the project for success.”
“This is the research stage, where our strategists go out in the field and discuss,” continues Szymanska. This includes in-depth interviews with key stakeholders. “We don’t start a project without knowing why we’re doing it,” adds Francesco de Souza, a versatile creative who juggles being a director, an editor and a DOP.
Next, all these insights, research findings and survey results are developed into a strategy to set the boundaries for the design process that follows.
DixonBaxi works in highly concentrated design sprints, producing a large volume of work in a short period and then whittling it down afterwards. This forms the ‘inspire’ stage of the process.
Following these creative sprints, the agency ends up with a diverse, and often disjointed, range of assets. “They’re often in quite different places,” admits de Souza. “We decide which route works best, and create the tools and assets that our client actually needs and is going to use.”
DixonBaxi’s six-stage process then moves on to project delivery, but as de Souza points out, it doesn’t stop there. “We want to make sure that all the work we deliver is used in the correct way,” he adds. “The ‘impact’ stage is where we make sure they are using the brand correctly, and are using all the assets that we deliver. We don’t want to create assets that end up in the trash.”