We repaired a set of original equipment wheels for Evan a few years ago. He came to us to replace those wheels with something lighter, stiffer, and more reliable.
He planned to use these wheels for "all road" riding - all bitumen surfaces, and the occasional dirt and gravel. Of course, he needed reliability (it one thing we won't compromise) and wanted to keep weight and price reasonable.
Novatec hubs are always a smart choice - inexpensive, super reliable, and easy to source parts for. AlexRims Volar are a tough, light MTB rim that we have used for many gravel/allroad builds in recent years. They will tubeless well too.
Double butted black sapim Race spokes and brass nipples keep the cool factor high.