Who We Are

Dom Bailey

“The point is to do work that matters. Work you care about. Work you can look back on and feel proud of.”

Dom is a cheerleader for the power of design and its ability to effect change. Cultural change, organisational change, perception change: design can positively effect all of these things. Dom’s been using design to help clients make positive change for over 24 years, starting at design firm The Partners (at that time the UK’s number one creative agency) before co-founding brand design agency 300million, and then joining the board of tech giant Yota. It was during this client-side period that Dom had the opportunity to hone his strategic skills. As a designer-turned-strategist, Dom is seriously committed to design effectiveness. It’s a commitment he’s been able to put to valuable practice during fourteen years on the board of charity Theatre for a Change and in helping to shape a ten year Public Arts Strategy for the city of Brighton & Hove.

Matt Baxter

Always a fan of balance, Matt believes that all great design balances two vital qualities: ideas and craft. Jaw-dropping ideas are nothing without eye-popping execution, and vice versa.

For nearly 25 years, Matt’s created brilliant work that balances ideas and craft for some of the world’s most respected agencies – including London’s influential Trickett & Webb, Melbourne’s 3Deep, retail design gurus Together Design and as a partner at acclaimed brand design agency 300million. Along the way, his ideas and craft have picked up accolades from D&AD, the Design Week Awards, New York Festivals and the Transform Awards. Today, he plays a prominent role in the UK design industry as a writer, speaker, and as an awards judge on the lookout for great ideas beautifully executed.

Jo Livesey

Over a 30 year design industry career, Jo has dealt with almost every challenge, obstacle, twist and turn imaginable. It’s a level of experience and knowledge that makes her almost superhumanly adept. With an ability to work both strategically and tactically, Jo’s enviable skillset includes strategic planning, client development, account direction and impact measurement. Jo’s experience within a wide range of different design fields – including brand identity, interior design and environmental branding, for clients including Virgin Atlantic, Royal Mail, Vodafone and Siemens – makes her perfectly placed to help deliver even the most complex projects.

Rory Brady

To describe Rory as merely talented does him a disservice. He’s also tenacious, thorough and thoughtful. And – rather like a stick of rock from his home city of Brighton and Hove – he has design running right through his centre. It’s Rory’s dedication to great design that makes him a perfect Creative Director for Baxter & Bailey, ensuring that all of our design work meets his exacting and excellent standards. Over more than 15 years, he’s worked for clients ranging from the Imperial War Museum and the Royal Mail to Wimbledon Tennis and Williams Racing, most recently within one of London’s most highly-respected and frequently awarded agencies, Hat-trick. And along the way, he’s scooped up a clutch of D&AD, Design Week and Brand Impact awards for his clever, insightful work.

Alex Whittaker

Alex is one of those rare designers who value insight and strategy as highly as ideas and craft. He has fully developed and honed this interest since 2006, working for a series of respected London and Brighton-based design agencies. In that time, Alex has applied his rigorous thinking to a broad range of sectors, from finance and property to food and beverage, chalking up great packaging and identity projects for Waitrose & Partners, Hammerson, Network Rail and Deutsche Bank. Alex brings this enviable Venn diagram of sectors and skills – along with a generous dash of determination – to the Baxter & Bailey team.

Dan Howard

It’s all about experience. That’s Dan’s watchword when leading all of our digital projects, from technical strategy, workshopping and user journey mapping, through to the orchestration of front end development, coding and deployment. With 20 years of award-winning experience across branding and digital leadership, Dan bridges the gap between creative concept and on-screen delivery, ensuring our clients’ projects make use of the best and most appropriate technologies available. Dan is as devoted to design craft as he is to emerging technology, and has the ampersand tattoo to prove it.

Bethany Plummer

Bethany is, in the best possible sense, a design geek. When she’s not delivering flawlessly executed and expertly articulated branding for our clients, you’ll find her soaking up creativity wherever she can find it: seminars, talks, meet-ups, exhibitions and shows. And the result of this extra-curricular interest is always present in her work, aesthetically as well as intellectually. Recent projects include the delivery of a beautiful identity system to solve a complex brand architecture challenge for Oxford University Press and a brave new brand identity for the UK’s largest online student community.

Lydia Ellis

All good designers have extra curricular projects, or side-hustles as they’ve become known. Lydia is no exception.

Her expertise and keen interest in typography has spilled out beyond the sketchpad, page and screen: her colourful hand-crafted typographic street art can be spotted (legally) brightening up the streets of Brighton and Hove.

Lydia’s eye for type and colour naturally finds its way into Baxter & Bailey projects too, whether she’s designing a magazine for children, a new brand identity for a world-famous charity or a website for one of the country’s best copywriting agencies.

Sammy Harpin

Talented and tenacious Sammy joined us from Leeds Arts University where he picked up a First Class Honours design degree. With a love of design in his DNA (Sammy’s dad is a talented designer too), he has the vital qualities present in all great creatives: a desire to keep on learning, a willingness to contribute and energy in spades (all good attributes when it comes to his extra curricular football playing, too).

Since joining the team in 2018, Sammy’s creative talents have benefitted projects ranging from brand identity, editorial design and campaign identity. We predict great things for the lad.

Jessie Kaur

There aren’t many graduates who can call themselves multi award-winning. But Jessie is a rarity, having joined the team with a First Class Honours degree from Norwich University of the Arts and accolades from D&AD and YCN under her belt. Jessie has already put those prize-winning credentials to good use, working with us on the brand development of an iconic conservation charity and the naming and branding for a new volunteering start up. Jessie’s own values are amazingly close to our agency values, too: she’s big on positive impact, design for good, great ideas and meticulous craft. In short, she’s Baxter & Bailey through and through.

Sze Wan

To say Sze is a formidable creative talent is something of an understatement. Joining us as an Exceptional First Class Honours student from Nottingham Trent University, and with working experience already under her belt from roles in the UK and Hong Kong, Sze has chalked up quite the awards tally. Her personal awards shelf boasts accolades from the International Society of Typographic Designers, the Chartered Society of Designers, the Colour In Design Awards and from agency graduate schemes including Design Bridge & Partners, Dragon Rouge and Landor. And the best part is, she’s only just started.

Kerry Harding

Every great business, creative or otherwise, needs a Kerry Harding. Why? Because the things Kerry excels at – brilliant accounting, impeccable finances and scrupulous bookkeeping – are the lifeblood of any successful, ambitious and well-run agency. Never mind design awards: healthy finances are, really, the only true measure of success. Kerry’s experience in running the day-to-day finances of other creative agencies, charities and non-profits means that she’s expert in navigating the twists and turns of modern finance. It also helps that her 20 years as a professional press photographer mean she has tenacity, drive and a keen eye for detail too.