Sofia and Casey write copy and design art. (Not necessarily in that order)
While working together on the TrainingPeaks creative team, Sofia (Sr. Visual Designer) and Casey (Sr. Copywriter) quickly realized their creative brainwaves resonated at the same frequency. Lucky for them, even luckier for you.
In the Game - TrainingPeaks Virtual
Free 4 All Tuesday—Ongoing Social, Email, & In-Game Campaign
Our goal was to take the recently acquired IndieVelo, rebranded as TrainingPeaks Virtual, from underdog to best in the biz. As the product team worked to make the app itself the best virtual cycling platform on the market, Sofia and Casey designed a monthly “Free 4 All Tuesday” campaign to build hype, create awareness, and increase daily logins.
Free 4 All Tuesday, September - “MyRoutes” Release
Comms: email, social, in-game
Impact: 60% increase in logins during 24hr “Free 4 All” event
The team:
Photo Art Direction & Graphics: Sofia Emm Touassa
Photography: Erick Orlando
Copywriting: Casey Serrano
On the Web - TrainingPeaks Landing Page
Landing Pages
For the TrainingPeaks Athlete Features page redesign, Sofia and Casey approached things from the perspective of “how do we inspire athletes as much as we inform them?” Shifting the narrative direction from product-focused to storytelling brought the real-world benefits home, while the modernized visuals and new photography breathed all-new life into the page.
The team:
UX Web Design & Graphics: Sofia Emm Touassa
Copywriting: Casey Serrano
In & On Our Minds - Dream Campaigns
Just because an idea gets cut, it doesn’t mean good concepts have to die. For the final TrainingPeaks campaign of 2025, our original creative pitch was nixed for a version that was more in line with the out-of-house-designed, 25-year anniversary campaign. If it were our call, here’s what we would have released.
Your Move - Campaign Concept
The path to progress starts with a single step… Followed by many, many more steps. Because progress isn't about the end goal. It's not about podium finishes or the new PR you get to post on social media.
It's about all the movement that brought you there. It’s Your Move. Own it
Activations:
Unbox Your Next Challenge - Blind Box Activation
At select events, athletes in attendance will discover custom-designed "blind boxes" placed throughout TrainingPeaks tents. Inside each box is a QR code that unlocks a surprise training plan, exclusive swag, and instant giveaways at the event.
Every training plan comes with a challenge: complete the full plan and submit proof (via app integration or progress milestone check-ins), and you unlock prizes, freebies, and discounts.
TrainingPeaks vs. Liquid Death - Challenge: Impossible
Andy Pearson, VP of Creative at Liquid Death, is an avid ultramarathon runner. TrainingPeaks is one of the best tools for ultra runners, and has also never been afraid of a challenge, not even an impossible one. With TrainingPeaks Premium and a top TrainingPeaks coach, we can train previously-uncoached Andy to achieve the impossible: win the next Barkley Marathon.
The challenge: If Andy finishes and wins, the TrainingPeaks office gets a year’s supply of Liquid Death. If Andy doesn’t win, even if he still finishes, everyone at the Liquid Death office gets a year of TrainingPeaks Premium.
Visual Treatment & Photo Art Direction
Visually, this aspirational layout captures the internal rhythm of training and self-determination. The imagery of athletes and coaches suspended in motion becomes a metaphor for alignment—mind, body, breath, and resolve, all syncing together as athletes find their “move.”
The headline, treated in lower caps and no punctuation, anchors the visuals in emotional truth while suggesting evolution through repetition using layered portraits, with a single-word outlined in "echos" that emulate action and movement.
Headlines
For the copy, Newton’s Laws of Motion were the main inspiration. Something so known and almost mundane creates the base for wildly personal and aspirational messaging. By humanizing the laws of physics, we're building the urgency that once in motion, an athlete’s body remains in motion; they have to make the move to upgrade, to buy that training plan, to find a coach.
The narrative breaks the athletes from a state of inertia and pushes them to enter a state of kinetic action. Once they make that move, they continue to make those moves, and keep hitting the milestones they set out to achieve.
