Dust: Brand Launch

Dust exists to get some filth under your fingernails. Our team had the pleasure of designing the brand from the beginning, solidifying an ownable Western brand identity centered in a sharp spur logomark. Some call him ‘Spikey’. We designed each apparel silhouette to marry the brand’s aesthetic to the garment itself, taking the project from conception through technical design and production into landed product and photography.

Describing the art direction, we reference the late Outdoor Voices: “It’s like ‘Doing Things’...on peyote.” We were hired to channel this ethos from digital touchpoints into physical product and marketing collateral. The brand was born to celebrate the raw, original experience of running: The kind with dirt on your soles and music in your head. Not optimized, improvised. Wrong turns, wind storms, scraped knees. All in an effort to move. To stay alive.