A new female-led creative studio spanning branding, design, web, campaign and content production has officially unveiled itself after a year operating in high-performance stealth mode, stepping out with a global portfolio and a stance against the saturation of disposable creative work.
Dirt (also known as Dirtverse) is founded by Alessia Murer, Lou Wright and Amber Dempsey, and is formally unveiling after twelve months of quietly building international projects between Sydney and Bali.
The trio didn’t form through traditional agency pathways. Instead, they met through contract work, rapidly built momentum across a series of projects, and ultimately 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.”
In its first year, Dirt has delivered work for an 85% international client base, quietly building a portfolio that spans early-stage disruptors through to established global brands. 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.
This low-profile, high-output period has been intentional. Dirt chose to validate its model through execution, refining its process across global time zones and diverse 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 Dirt founders said.
Dirt operates through a deliberately selective partnership model, built around three client archetypes. The first is “The Invested’” – founders seeking a true creative partner rather than a supplier, teams who embed the studio into their internal thinking and decision-making.
The second is “The Sick Startup” – high-momentum disruptors who have captured early traction and need brand systems that match their ambition, clarity, and cultural edge, and the third is “The Cool Giant” – established organizations ready to shed legacy rigidity in favor of sharper, more emotionally resonant brand expression.
The flat-structure model removes traditional hierarchy in favour of craft-led ownership. This obsession with raw craft is why they remain unfazed by the machine. Dirt embraces AI as a tool during concept development to push boundaries, but every final output is crafted by their 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.
Alessia leads brand strategy and concept development, translating early-stage thinking into culturally resonant creative systems built for impact and longevity. A force of nature who turns ‘what if’ into unforgettable brands, she builds the kind of work that stays stuck in your head – fuelled by high stakes and the art of entertainment. Her work has been instrumental in scaling award-winning brands in the health and fitness sector, including One Playground.
Lou brings a multidisciplinary practice spanning design, illustration and photography, known for instinct-led output paired with precision delivery across international projects. She has delivered work across food and beverage, health and wellness, sport, architecture, music and film, and has collaborated on projects involving globally recognised talent and A-list cultural figures. This has culminated in a total 13 awards from The Dieline, Best Awards and AGDA, setting a benchmark for craft that is both considered and commercially effective. Her broad, culturally-attuned lens allows her to move fluidly across industries without losing clarity, consistency or edge.
Meanwhile, Amber works across brand identity, creative direction, illustration and photography. She acts as the visual anchor, shaping cohesive aesthetic worlds that prioritise emotional clarity over trend-led design. Her career spans emerging and established studios across New Zealand, Australia, Canada and the UK, having photographed major sporting and music events, and shaped brands across sport, wellness, hospitality, beauty and fashion.
As Dirt enters its second year, and prepares for a significant project launch for a major global fitness authority in the coming months, the studio is positioning itself as a creative benchmark for ambitious brands seeking substance over spectacle. Its focus remains consistent: to build brand worlds designed to endure, not compete for attention.
