Drybar
Working as a Lead Senior Designer on the Drybar brand, I led the refresh of the brand. Drybar is a beauty brand founded in 2010 by Alli Webb, built around the simple concept of “No cuts. No color. Just blowouts.” What began as a single Los Angeles salon quickly expanded nationwide, creating a cheerful, luxury experience. The brand later launched its own line of tools and products, like the signature Buttercup dryer, now owned by Helen of Troy, while the salons operate separately.
I led the creative team through a full brand refresh after more than a decade of the same look and feel, aligning the new identity with a change in ownership and much needed update. Partnering closely with marketing, I helped define a bold, confident, and premium visual direction rooted in maximalism to highlight the brand’s fun personality. I directed the vision across photography, including background color, lighting, clothing, model personalities, and overall mood—and art directed multiple shoots, including a back-to-school campaign that introduced the new brand colors. I also guided the team in applying the refreshed identity consistently across social, email, web, and paid media layouts. The result feels confident, positive, and bold.
