Hannah Alsip — Drybar

Below are a handful of work samples from my four years of being part of the Drybar family. During this time, I worked within an established system building unique campaigns to support and grow the Drybar brand across print and digital touchpoints, including storefronts, new shop opening marketing materials, product launch campaigns, OOH advertising, magazine ads, emails, social graphics, packaging, store merchandising, and more.

case study 01:
DRYBAR MAGIC

Creative Director
Cam Webb

Copy
Leah Dietrich

February 12, 2020 marked a decade of Drybar! To celebrate and help tell the Drybar Magic campaign story, we created heat-activated “magic cards” with prizes ranging from a free braid to 10 free blowouts. Each person who visited a Drybar on February 12 received a card and used the iconic Buttercup blow-dryer to reveal their prize.

Fun fact: the original design was entirely yellow and white. We learned late in the game that heat-activated ink could only be printed in green, blue, or black, so we made a quick pivot to incorporate black throughout the card. Worth it to keep the magical experience!

case study 02:
CLEAN START

Creative Director
Cameron Webb

Art Director
Andrea Rell

Photographer
Kat Borchart

Client
Drybar

Product campaign celebrating the launch of Drybar’s On The Rocks Charcoal Scalp Scrub. This scalp scrub uses sugar and activated charcoal to gently exfoliate and cleanse for healthier hair. With the clarifying properties of the product along with a January 2019 launch, we built the story around a clean start to the new year.

Drybar’s product lines are categorized by color, so we used pink to support the Treat & Protect story. Activated charcoal was a trending ingredient in the beauty industry, so we prioritized using it throughout the visuals. A gradient dot pattern reflects the packaging and symbolizes the dissolving sugar granules used in the formula.