A new female-led creative studio spanning branding, design, web, campaign and content production has officially gone public after a year operating in stealth mode.
Dirt (also known as Dirtverse) is founded by Alessia Murer, Lou Wright and Amber Dempsey, and is formally unveiling quietly building international projects between Sydney and Bali.
The trio didn’t form through traditional agency pathways. They met through contract work, and decided to create a collective studio model after working on a series of projects and 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 been building a client portfolio that spans commercial property, lifestyle products and large-scale recreational developments.
The studio said it has focused on building “forever worlds”; brand systems designed for longevity rather than short-term attention.
“Year one was about the dirt – proving the work for a global roster that is 85 per cent 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.
Murer leads brand strategy and concept development, translating early-stage thinking into culturally resonant creative systems built for impact and longevity. Her work has been instrumental in scaling award-winning brands in the health and fitness sector, including One Playground.
Wright 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.
Meanwhile, Dempsey 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.
Three client archetypes
Dirt operates through a 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.
The third is ‘The Cool Giant’: established organisations ready to shed legacy rigidity in favour of sharper, more emotionally resonant brand expression.
The flat structure removes traditional hierarchy in favour of craft-led ownership. Dirt also 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.
As it enters its second year, Dirt is preparing for a project launch for a global fitness authority in the coming months. Its focus remains consistent: to build brand worlds designed to endure, not compete for attention.
