Description:

Tree planting is tough work. As in, really damn hard. Days are back-breakingly long, the mud and sweat are as real as it gets, and you’re generally seen as the lowest form of life when it comes to construction site hierarchy. And therein lies the challenge - how do you convince people to work for a company that does truly shitty work?

You own the job.

Enter Dirty. There’s no sugar coating here, just frank honesty about the realities of the gig and the financial and cultural benefits if you do indeed decide to embrace the role. Sure this is manual labour at it’s worst, but the people around you are what keep you coming back for more. They’re a team that wear their lowly status proudly like a badge of honour.

The recruitment campaign needed a tagline that spoke with honesty. Intentionally abrupt, it acts as a filter for hiring tough candidates and a subtle nod to clients about the culture behind their team.

A visual paradox, the minimal, clean slate let’s the messaging in the type-driven identity demand attention, especially in a streetscape environment.

What we did: Naming, Visual Identity, Copywriting, Recruitment Campaign