Making sports

more beautiful.

Portrait of a man with short dark hair, glasses, and a dark shirt against a black background.

Don’t skip this part! I’m Russell Houghtaling – a creative leader, brand strategist and multidisciplinary designer who has spent my career helping brands break through the noise in sports and events, while empowering people to become the best versions of themselves.

Indoor scene of a VISA and Olympics-themed event registration or check-in area with multiple counters, digital screens, and barriers, decorated in blue with Olympic logos.

From the sidelines of college football to the headlines at the Olympics, I’ve made a career out of elevating sports and events.

The Work

  • Inside a retail store featuring a large illuminated Visa sign, colorful decor, and digital checkout kiosks, with a person in a pink shirt at the checkout area.

    Olympic and Paralympic Megastore Paris 2024

    Client: Visa

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  • Group of people at a FIFA World Cup event taking a photo with a Portugal flag, standing inside a blue frame with the VISA logo and text indicating they visited Lusail Stadium, night scene with bright lights.

    FIFA World Cup 2022

    Client: Visa

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  • A stadium with the signage "Completing Reser Stadium" in front, surrounded by trees and parking, with mountains in the background and a "Go Beavs" sign on a building.

    Completing Reser Stadium

    Client: OSU Athletics

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  • Person taking a photo of a brick wall with graffiti that reads 'Braves to the World' while wearing a black Omaha baseball cap and a red jacket with 'National Champions' written on the back.

    Beaver Ideation Team

    Client: OSU Athletics

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Ecosystem Design

  • A person is paying with a Visa credit card featuring cartoon characters at a payment terminal, with a colorful booklet and a red item nearby

    The most beautiful Games were accompanied by a beautiful design system celebrating Visa as a proud partner.

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  • Multiple signs displaying the message 'Pay with Visa' along with a hand holding a Visa card and a contactless payment symbol, set up on counters at a checkout area.

    The first Women’s World Cup hosted by two countries saw designs that celebrated both Australia and New Zealand.

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  • In Qatar, I ensured Visa showed up in an authentic way for the World Cup's first trip to the Middle East.

    In Qatar, I ensured Visa showed up in an authentic way for the World Cup's first trip to the Middle East.

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  • Basketball Arena Starting Line ups

    We developed a premium design system for USA House retail, an exclusive, ticketed retail space for athletes, their guests, and VIPs.

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Strategy and Action for the Real World

I shape brand strategy that works in the real world—clear, grounded, research-backed and culturally insightful. I’ve helped brands navigate complex partnerships, including aligning with the IOC and FIFA, and led internal and external strategy from core messaging to full campaign architecture. I’m experienced in managing global creative teams and international vendors to deliver cohesive brand experiences across regions, audiences, and cultures.

Brands