01 · Creative direction
Road Armor
Creative Director · 2025
“Protect What Matters,” turned into people-first photography and print with photographer Averie Lloyd and designer Sarah Knowles.
Available for freelance · Open to creative leadership roles
I build brands
people slow down for.
Film: TOM FORD Soleil de Feu (spec)
Brand direction, Campaigns, Film, Content, Experiences
Selected work
All work and the archive
02 · Creative direction
USA Streetlifting
National Creative Director · 2025–
Brand direction, competition creative, and event communications for the national federation, directing its photographers and designers.
03 · Agency team
U.S. Navy × VML
Art Director, VML · 2023–2025
Strike Group tour graphics, Sneaker Con concepts and insignia, and two co-concepted Snapchat lenses that reached 8.8M users.
04 · Co-led partnership
Off Road Gear Guys
Creative strategy + brand direction, with Chris Merbler · 2026
Positioning, brand direction, and field content from Moab and Overland Expo West for an INEOS Grenadier outfitter.
05 · Creative direction
Passages
Brand Manager, leading brand + creative direction · 2026–
Brand and creative direction for Turning Point Ministries’ next-generation podcast, across audio, YouTube, and social.
Also: a company I founded, and a self-initiated film
06 · Founder
Verus Coffee
Founder + owner · 2025–
A private-event coffee company built from the ground up: brand, service concept, sales, content, and client experience.
07 · Self-initiated
TOM FORD — Soleil de Feu
Concept + creative direction · 2023
A self-initiated fragrance film, not commissioned by the brand.
What I do
I find the idea. Then I build the world around it.
I set the direction and lead the designers, writers, photographers, and producers who make the work.
- Creative direction
- Brand development
- Campaign concepting
- Creative team leadership
- Founder collaboration
Experience
Where the work has happened.
- Creative leadership
- Turning Point Ministries · USA Streetlifting · Road Armor · Phoenixeer
- Co-led + founded
- Off Road Gear Guys · Verus Coffee
- Art Director, agency
- U.S. Navy at VML · Integer: Neutrogena, Aveeno, OGX, Maui, Rogaine, Band-Aid
- Freelance
- Gather25 · Hold the Rope · Leeway HQ · Blueprint Creative · Logos Lab · Johnny’s Kicks
About
I’m most useful when something is unfinished or unclear.
I’m Theodora Trandafir, Theo, a Creative Director and brand builder based in San Diego, and the founder of Verus Coffee.
More about how I work