Making Dirty Work Look Good
Dirty Works Co. Brand Strategy + Identity
Dirty Works Co. started with a simple idea: cleaning doesn’t have to be boring.
I co-founded the Raleigh-based cleaning concept and built the brand from the ground up, creating a bold identity designed to stand apart in a category filled with predictable messaging and traditional imagery.
The Strategy
We wanted Dirty Work Co. to feel more like a lifestyle brand than a traditional cleaning company.
The strategy pairs a cheeky name and confident personality with a clean, modern visual identity designed to appeal to busy professionals and homeowners who value convenience and a brand with personality.
Building the Brand
I developed the creative direction and visual identity around bold typography, minimal graphics, and a predominantly black aesthetic.
The brand was designed to translate seamlessly across apparel, social media, digital marketing, promotional materials, and the customer experience.
Website Experience
The Dirty Work Co. website extends the brand personality into a simple, modern digital experience designed to turn interest into bookings.
The experience combines bold visuals, playful messaging, clear service options, and an easy path to booking, keeping the personality of the brand intact while making the customer journey straightforward.
Bold brand. Simple booking. No dirty work required.
Big-picture thinker. Hands-on creative.
I’ve led teams, managed multimillion-dollar budgets, developed brand strategies, directed campaigns, and partnered with executives and cross-functional teams.
I’ve also never stopped designing.
That’s where I do my best work: connecting business strategy with creative thinking and turning ideas into experiences people actually want to engage with.