AGENCY • SM House

Visual Showcase

A curated visual identity showcase and design retrospective for Visual Showcase.

About

What if the story behind a laundry detergent brand was hiding in its name all along?For Dirt, the foundations of an iconic brand were already there. Our challenge wasn’t to reinvent it, but to build on it. Adding story, depth and meaning to create a stronger connection with consumers.Introducing The Cleanest Cycle.Inspired by the circular forms within the existing logo, we developed a visual language that echoes the movement of a wash cycle. These elements became a distinctive graphic device throughout the refresh, reinforcing Dirt’s unique selling point through a clever duality: the cleanest way to clean, and the cleanest clothes.Alongside this, we explored the story behind the name. Before the clean, there is dirt. A simple truth brought to life through gradients, blurred forms and graphic treatments that represent the transition from dirty to clean.An evolution of an already iconic brand, bringing greater meaning, flexibility and storytelling to every touchpoint.

Collaborators

Client SM House

With SM House

Agency SM House

Discipline brand-strategy, brand-audits-intel, tone-of-voice-messaging, brand-architecture, creative-direction, art-direction, visual-identity, brand-guidelines, iconography, packaging-design, advertising-campaigns

Credits Lead Designer: @sophmcnay

Year 2026

Project Links

@logos.ai ↗ pub-918a40bf0ba34413a4b81fe75ff6788e.r2.dev/01-Dirt.mp4 ↗

Illustrator .AI Vector Verified

VERIFIED ARCHIVE