02Creative direction
A system with room to move.
National creative lead: competition campaigns, athlete communications, and merchandise.
- Client
- USA Streetlifting
- Role
- National Creative Director
- Year
- 2025–
- Scope
- Brand direction, Competition campaigns, Athlete + leadership communications, Merchandise
The situation
USA Streetlifting is the national body for what it calls America’s fastest-growing strength sport. Its athletes have appeared in Men’s Health and on FOX 5.
Every competition needs its own campaign, made on deadline by several designers. The work began in Texas and now spans the national organization.
The idea
Strong enough to hold the brand. Loose enough to let every event hit differently.
My role
Who made what.
Made by me
- Brand look and feel, and where the brand goes next
- Creative direction, mood boards, and briefs
- Campaign adaptations, including Austin Classic and Texas All4
- Hoodie and T-shirt merchandise designs
Directed by me
- Hiring and managing the photographers and designers
- The designers working within the system
- Adapting Caroline Sellers’s eight-poster template system across competitions
Made by collaborators
- Original eight-poster template system and the Nova Brute poster: Caroline Sellers
- Classic Nationals logo, Dallas and Houston posters, season overview: Sarah / Remarkable Visuals
Where it started · Texas
The Texas foundation.
Creative direction, mood board, and brief by me. Logo and poster design by Sarah of Remarkable Visuals.
The system
One template family. Every competition its own.
I brought in Caroline Sellers to build an eight-template system any designer could work from. I adapt it for each event, like the Austin Classic and Texas All4 posters up top.
Beyond posters
The people behind the sport.
Leadership announcements, athlete graphics, and merchandise, all in the same system. Hoodie and T-shirt designs by me.
National · Since Nov 2025
Now: the national rebrand.
I work with the president, handle all design, and hire and manage the photographers and designers. I’m now managing the national rebrand with a contract designer.
Outcome + scale
Promoted from regional creative leadership to Creative Director of the national organization in November 2025.
Credits
- Creative direction, mood board + brief, campaign adaptations, merchandise
- Theodora Trandafir
- Original eight-poster template system + Nova Brute poster
- Caroline Sellers
- Logo + earlier poster designs
- Sarah / Remarkable Visuals
Next project
Road Armor
