DRTYWTR

My work with DRTYWTR was about branding the problem so the mission couldn’t be ignored.**

As the nonprofit recipient and distribution arm for **HLYWTR donations**, DRTYWTR needed more than a logo and website. It needed an identity that could stand in direct conversation with HLYWTR while carrying the weight of the issue it was built to address.

The creative direction was rooted in contrast and harmony — building a brand that felt connected to HLYWTR, but not dependent on it. Where HLYWTR represented the clean, elevated, consumer-facing side of the initiative, DRTYWTR embodied the raw truth behind the mission: the global water crisis, the communities affected by it, and the urgency of getting relief where it’s needed.

The goal was to create a fresh, modern nonprofit identity without softening the reality of the problem. DRTYWTR was branded to reflect the literal issue it was structured to help solve — using the discomfort of the name and concept as part of the strategy, not something to hide from.

Brand development, logo design, nonprofit identity, website creation, cause-based storytelling, visual direction, and strategic alignment between HLYWTR and DRTYWTR — all built to make the mission clear, memorable, and impossible to look past.