Female-led creative studio Dirt has officially launched after a year operating in stealth mode, building an international portfolio across branding, design, web, campaign and content production.
Also known as Dirtverse, the studio was founded by Alessia Murer, Lou Wright and Amber Dempsey, and has spent the past 12 months quietly delivering projects between Sydney and Bali.
The studio launches with an 85% international client base and a clear stance against what it describes as the saturation of disposable creative work.
The founders did not come together through traditional agency pathways.
Instead, Murer, Wright and Dempsey met through contract work, built momentum across a series of projects and decided to create a collective studio model driven by shared instinct.
“It wasn’t a corporate pivot,” the Dirt founders said.
“It was a recognition that the industry has a substance problem. We wanted to create work that is felt in the nervous system, not just seen on a screen.”
Building “forever worlds”
In its first year, Dirt has worked across sectors including commercial property, lifestyle products and large-scale recreational developments.
The studio has focused on building “forever worlds”, brand systems designed for longevity rather than short-term attention.
Its first year was intentionally low-profile, with the founders using the period to validate the model through execution and refine its process across global time zones and client categories.
“Year one was about the dirt – proving the work for a global roster that is 85% international.
“Year two is about showing the market that you don’t need a 50-person agency to achieve global gravity; you need the right people,” the founders said.
A selective client model
Dirt operates through a selective partnership model built around three client types.
The first is “The Invested”, founders seeking a true creative partner rather than a supplier.
The second is “The Sick Startup”, high-momentum disruptors that have captured early traction and need brand systems to match their ambition.
The third is “The Cool Giant”, established organisations ready to move away from legacy rigidity in favour of sharper, more emotionally resonant brand expression.
Craft before hierarchy
Dirt’s flat-structure model removes traditional hierarchy in favour of craft-led ownership.
The studio uses AI during concept development to push boundaries, but said final output is still shaped by its own hands and minds.
“Human connection can never be replaced.
“Unless you possess the high-level brand and creative skill to wield it, AI won’t be leveraged the way it needs to be,” the founders said.
Meet the founders
Murer leads brand strategy and concept development, translating early-stage thinking into creative systems built for impact and longevity.
Her work has helped scale award-winning brands in the health and fitness sector, including One Playground.
Wright brings a multidisciplinary practice spanning design, illustration and photography, with work across food and beverage, health and wellness, sport, architecture, music and film.
Her work has received 13 awards from The Dieline, Best Awards and AGDA.
Dempsey works across brand identity, creative direction, illustration and photography, acting as the studio’s visual anchor.
Her experience spans studios across New Zealand, Australia, Canada and the UK, with work across sport, wellness, hospitality, beauty and fashion.
Year two begins
As Dirt enters its second year, the studio is preparing to launch a major project for a global fitness authority in the coming months.
The studio said its focus remains on building brand worlds designed to endure, not simply compete for attention.
Top image: Dirt founders