27 November, 2024

For over 30 years, Nixon has grown, adapted and thrived. Through countless changes – including a shift from traditional to digital processes – and global events, we've somehow managed to stay on course. 

This is almost entirely due to the singular approach and expertise of our founder, Martin Nixon. Now, as Martin takes a well-earned step away from our day-to-day, we decided to sit down and tap into his hard-won wisdom from 30 years of running a branding agency.

It's been over 30 years since you started Nixon – how did that come about?

Before Nixon, I was working as a designer in London, first for an agency called Thumb Design, and then as a freelancer. As many do, I fell into the trap of working incredibly hard and getting completely burnt out. I ended up having a nervous breakdown, which is something I think it’s important to be open about if we’re going to tackle barriers around mental health. At the time it was awful, but it led me back to Cornwall, where I ultimately launched back into freelance work, though very much on my own terms. 

Initially, I ran Nixon as a “lifestyle business”, working from my flat in Falmouth. I had an eclectic mix of clients, so I could be working on designs for Newlyn Art Gallery or creating t-shirts for local pubs. When it was sunny, I’d spend the day on the beach and then make up for it by working in the evenings. But steadily, I began getting busier and busier and my answering machine filled up with messages. I realised then that it was time to start taking things more seriously. 

How different was being a designer then, compared to now?

In my early career, design was completely different. I’d be creating physical artwork and sending it out to national clients on the train. It was a much slower process, with a lot more actual leg work. But I was always convinced that Cornwall had every opportunity to work on a national level. Then the internet happened, and it became so much easier to work anywhere you liked. 

I think the world of brands has changed, too. In those days, I had to convince people that they needed to sort their brand out. Things like values could be a hard sell, because a lot of businesses just didn’t get it. Now, people are far more aware, and the importance of brand is a given. 

Brand is something that Nixon has really championed throughout the years, isn’t it? 

Yes, and I think that really dates to my time working on the graphic design programme at Falmouth University. There was a senior brand designer there named Mark Woodhams, who’d relocated to Cornwall from London. I learned a lot about brand from him, and that recognition of its importance really started to differentiate Nixon from other agencies. We’ve always argued that it’s not about your logo, it’s about your values. And they need to be heartfelt, not token. 

Were there certain projects that stood out to you over the years? 

The Cornwall For Ever! book was the biggest print run in Cornwall’s history. It was given to every schoolchild in Cornwall for the Millennium. Working on that project, we built lasting relationships. I met Michael Galsworthy through Cornwall For Ever!, and now here we are, 25 years later, working with his son Sam at Trewithen. 

The Lost Gardens of Heligan became another incredibly long-standing client. Caro Trevivian had just started working with Tim Smit at Heligan, and she said, ‘Can you do a website?’ It was our first ever website. I went to do the pitch and found that there were three other people up for it, who’d all arrived in suits. I’d turned up in a pair of wellies and an overcoat, and Nixon won the work. I think they felt we were more “them”.

What lessons have you learned during your time at the helm of Nixon?

Build your team, not your ego

I think success often comes down to hiring people who are better than you. Nixon’s first Creative Director was Chris Holmes, who was with us for ten years. He was a really talented student, and a much better graphic designer than me. The same can be said, of course, of Diggory, who has also passed the decade milestone in the same role. My skillset was more in talking to clients, so I was better used in building the business. And then the digital realm grew, and although it opened a whole new world, it was one that I’d never have negotiated on my own. 

Protect your reputation

In a small place like Cornwall, your reputation is everything. You have to do great work, but you also can’t be horrible to work with. Everyone knows someone. We worked hard to hear people say, ‘Nixon’s really good’. Like brand, it comes down to what people say about you when you’re not in the room. 

Never assume anything

Paul Smith famously said, ‘never assume anything’, and I think that’s a great lesson for life. Along the way, I’ve learnt how not to do things and how to evolve methods so that mistakes don’t happen again. Now, we always make sure we check things – whether it’s an important point or a seemingly tiny detail.   

Give your best

Do the best job you can. This doesn’t mean being preoccupied if you make a mistake or things don’t quite go right – all businesses go through wobbly periods, and part of being creative is taking risks. But overall, if you do a good job, and make sure you love your clients, you’ll be putting good things out there. I’ve always said that ours is a service industry, so we’ve always been customer focused. If you’re consistent and nice, word will get out. 

Above all, stay open

I’ve also learned that when you’re open to things, things tend to happen. Keeping an open mind and engaging with people is important. Sometimes, I look back and I still can’t quite believe where I am, compared to where I once was. It proves that if you want things enough, and you’re prepared to make them happen, they will. 

And finally, what are you proudest of from Nixon’s long history?

When you’re working with clients, you’re granted privileged access to many areas of their business. It’s fascinating, but it’s also a huge sign of trust, and we’ve never taken that for granted. I’m a passionate believer in design effectiveness, and how design and brand can help people. Much of our work is ultimately transient, but it’s helped many, many businesses to flourish. I’m so proud of that, and the way the team continues to help people.