THE OPPORTUNITY
Drybar is an iconic brand with a distinctly playful, polished point of view. The challenge was to protect what guests already loved while keeping the brand feeling fresh, relevant, and unmistakably Drybar across an ever-growing mix of customer touchpoints.

THE APPROACH
Rather than reinventing the brand, we evolved it with intention—leaning into the confidence and possibility that come with great hair. The work used Drybar’s signature optimism and bold visual language to create moments that felt current while staying true to the brand’s core.

MY LEADERSHIP
As Creative Director, I led the in-house creative team and partnered with marketing to guide the brand across social, email, CRM, in-shop, and membership communications. I remained hands-on in concepting, art direction, and design; directed photography and production partners; and created scalable systems that kept high-volume work cohesive while giving the brand fresh energy.

THE IMPACT
The work created a more consistent, engaging brand experience across the customer journey—helping Drybar stay connected with guests between visits and build lasting brand affinity.