Aggregate available. Nationwide capable. Proven scalable.
Dirt Rocks
Agency/Role
Moncur / Art Director, Designer

Design Style
This brand explores a textured, gritty authenticity that balances rugged elements with refined touches. Influences from topographical patterns create depth and connect with a grounded, natural aesthetic. The result is a bold, vibrant style with a visually dynamic edge.
The photography style leverages high-contrast, saturated tones, and HDR-style imagery to encapsulate the brand’s hands-on process. Unique angles bring projects to life, from close-up shots revealing intricate details to overhead perspectives that highlight the scale of each endeavor.
Team representation is captured through duotone photography, conveying both confidence and expertise. Compositions are framed in clean or distressed boxes, reinforcing the brand’s narrative of resilience and knowledge. The rugged imagery of team members supports the brand’s strong, approachable identity.
Design System
The brand’s type system includes a bold slab serif, symbolizing the team’s skilled, “get-it-done” attitude. This font is complemented by a solid sans-serif for balance, while a handwritten style font is incorporated to underscore moments of human connection, providing a personal, authentic touch.
Topographical patterns from option three are incorporated, enriched with textures like dirt tracks, footprints, and rocks, each with duotone overlays. Icons housed in rough, square frames or tread-like shapes visually narrate the brand’s rugged yet refined identity.
The palette is grounded by a deep blue, setting a stable backdrop for text and headlines. Orange accents in distressed strips serve as subtle calls to action, while “stone” replaces heavy whites, adding warmth and stability. A bright, energetic blue punctuates key moments, offering vibrant contrast without overpowering.
Feedback
— Client Contact
“This is a HUGE move in the right direction for us. Fantastic job with the brand. The words, the visuals, everything. I’m very pleased with this. Kudos to having the right team in place to do something like this at this level. Just outstanding and I can’t thank you enough.”