For Ulta Beauty’s annual Field Leadership Conference (FLC), I led the creative direction and design for full Drybar experience. The booth design extended beyond walls and graphics to include every visual and tactile element: product displays, spatial layout, wall and prop design, 3D centerpiece installations, and custom-wrapped interactive devices like vending and slot machines.
I also oversaw the creation of all supporting materials — from printed collateral and team t-shirts to a comprehensive event handbook outlining booth maps, schedules, and daily itineraries. Collaboration was key: I worked closely with the Events and Education, Marketing, and Production teams to ensure the entire activation reflected the fun, approachable, and polished personality of the Drybar brand.
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