Who the hell is

Who the hell is Gabriella Edwards?

We started this series to introduce you to the people who bring our studio, and our work, to life. Join us as we speak to our colleagues about who they are, where they came from and what it takes to make great work. Introducing Gaby, a producer who is Brazil-born, Brighton-bred and halfway through a house renovation.

Who are you and what do you do?
I’m Gabriella Edwards, also known as Gabs, and I’m a producer here at DixonBaxi. I work closely with the creative team to turn magic into reality.

What’s your story?
My fling with DixonBaxi dates back to 2017 when I originally joined as a young, eager studio intern during my summer break at university. My incredible coffee-making skills somehow landed me the opportunity to work on a complex live-action shoot for idents, which involved collecting a gun from a rental house in Wembley, sourcing props from across the world, blowing neon paint through a wind machine and suspending the cast up in the air! Safe to say I loved it and came running back to DixonBaxi during my next summer break to work as a production assistant. Fast forward to today, and I’m now pursuing my dream as a producer.

What are you working on right now?
I’m currently working on a super exciting rebrand. It’s a multifaceted project which is built of many parts, including strategy, tone of voice, digital, marketing, type, audio and broadcast. No day is a boring day that’s for sure, and I’m learning something.

“…[G]ood design isn’t complicated. It’s honest, it makes sense and it leaves you feeling inspired.”

Describe your working style in 3 words.
Positive, flexible and passionate.

Tell us about some of your interests. What are you into?
I’m all about having a good time and enjoying all the lovely things life has to offer, whether that’s incredible food, hanging out with my fluffy best friend or enjoying a pint in the sunshine–I’m here for it.

Do you think design can change the world? How?
No shadow of a doubt. I didn’t realise it before I joined DixonBaxi. It’s a part of nearly every single thing we do in life, how we express ourselves and the decisions we make.

If you could change one thing about the world, what would it be?
I’ve been lucky enough to do a lot of travelling in my life, from being born in Brazil to studying in Ibiza. I just wish everyone could have the exact same opportunities in life and not experience any pain.

What’s the last song you listened to?
LF System, Afraid to feel (my current feel good, summer theme tune).

Why do you do what you do? What motivates you?
I’ve always been a creative person, but never really been good at doing the creative. My role is perfect for that and allows me to work in a team with incredibly talented people, to deliver beautiful work for awesome brands.

What’s your definition of good design?
For me good design isn’t complicated. It’s honest, it makes sense and leaves you feeling inspired.