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Creative Director

Visual Problem Solver

Desert Dweller

Toby Riley

John Winter Image
2U / edX
2U / edX
David Yurman
David Yurman
FritoLay
FritoLay
Google
Google
National University
National University
Suntria
Suntria
Twitter
Twitter
Winable
Winable
Winable
Winable
Twitter
Twitter
Suntria
Suntria
National University
National University
Google
Google
FritoLay
FritoLay
David Yurman
David Yurman
2U / edX
2U / edX
About
Toby Riley
About
Toby Riley
About
Toby Riley
About
Toby Riley
About
Toby Riley
About
Toby Riley

Hailing from the sun-soaked deserts of Arizona, I am an adventurous Creative Director currently spearheading innovation at 2U.

With my devotion to exploring creative solutions, and articulating brand visions across diverse platforms, I bring over a decade of experience to the table. Throughout my journey, I've had the privilege of collaborating with many renowned brands including Google, Twitter, FedEx, David Yurman, and more.

Staying true to my designer heart, I am passionate about building and nurturing a creative-led culture for my team to thrive, while driving business results forward.

Beyond my chameleonic creative interests, I simply enjoy long hikes and loud music.

Works
Featured
Works
Featured
Works
Featured
Works
Featured
Works
Featured
Works
Featured
2U / edX
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2U / edX

Global Online Learning

Helping great organizations create greater opportunity—Lead a globally dispersed creative team, drive impactful lead-generating campaigns for our 200+ higher education partners and elevate the 2U / edX brands with top-tier creative.

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CLIENT: 2U / edX

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David Yurman
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David Yurman

Heritage Brand Experience

Craft a luxurious, interactive and educational heritage timeline for David Yurman employees and customers to explore.

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CLIENT: David Yurman

AGENCY: Mindspace

FritoLay
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FritoLay

Navigating Change

Build a gamified experience for employee growth and adaptation—focus on employee engagement, communication improvement and increase team member understanding of navigating company change.

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CLIENT: FritoLay

AGENCY: Mindspace

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Google
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Google

Meet Hardware

Introduce Google's latest Meet hardware, Series One, to the world. Our objective was to educate users on its capabilities and demonstrate its potential enhancing workplace communication.

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CLIENT: Google

AGENCY: Mindspace

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National University
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National University

Education designed to Support the Whole You

National University needed an entire brand overhaul. With a budget of $160 million and a 7 month timeframe, I helped spearhead a comprehensive brand transformation encompassing a strategic website overhaul, logo redesign, and launch of a captivating nationwide brand awareness marketing campaign.

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CLIENT: National University

Suntria
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Suntria

Energy independence brand creative

Suntria is expanding its network in the American Southwest and required a fresh website to showcase the features, benefits, and process of acquiring solar solutions for both residential and commercial properties.
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CLIENT: Suntria

AGENCY: AmbientSkies

View All Projects
View All Projects

Expertise

Human-centric Design
Creative Team Building
Print & Digital Marketing
Creative Direction
UX/UI Implementation
Brand & Identity Development
Design Lead
Web Animation
Web, UI, UX Design
Product Design
Branding
Logo Design
3D Design
Photography
Quality Monitoring
Photo Editing
User Interaction

Experience

2023
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Present

Creative Director

2U
As Creative Director at 2U/edX, I lead a team of 15 creatives dispersed across the U.S. and South Africa. I direct high-impact campaigns for 2U, edX, and partners, and generated $28M in 2023. I manage creative assets for 200+ universities, including Harvard, Yale, and Oxford. My role fosters team growth, spearheads innovation, and enhances brand and university program awareness.
2023
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Present

Co-Founder & Creative Director

MTAW
At Make Today A Win (MTAW), I lead the design and direction of marketing and in-app UX/UI. I helped grow MTAW from a concept to a fully functioning win tracker app within 12 months. Launched in January 2024 on iOS and Google Play, MTAW empowers users to make conscious life choices and achieve their aspirations, based on scientific principles of a winning mindset.
2022
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2023

Associate Creative Director

National University
At National University, I led the creative team in rebranding the 50-year-old institution, creating a new logo, brand identity, website, and an all-channel marketing campaign. In seven months, our multi-million-dollar transformation boosted National University's status amongst online higher education providers. I collaborated with Video and Copy teams on student documentaries and in-person experiences, and liaised with third party partner agencies to build this new brand’s ecosystem.
2018
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2022

Sr. Art Director, UX/UI

Mindspace
I spearheaded UX/UI strategy, process, and design implementation for all digital and tangible projects. I oversaw the creation of our digital asset management system and designed gamified learning and onboarding platforms for clients like Twitter, Google, FedEx, David Yurman, Frito-Lay, American Lung, American Heart, and more.
2016
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2021

Art Director

Connections Healthcare Strategies
I provided creative consultation and design development for agency clients. At CHS, I created bespoke websites, social media campaigns, and various print and digital marketing assets. I developed campaigns, brand identities, and maintained over 40 brands, with more than half undergoing full brand transformations, resulting in higher customer retention and brand engagement.
2016
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2018

Sr. Graphic Designer

Firefly
I introduced innovative marketing campaigns that boosted bootcamp course appeal and knowledge, leading to a 40% increase in lead captures. By enhancing user journey strategies and website UX/UI, I reduced the bounce rate by 25%. Collaborating with the marketing strategies team, I developed high-value brand awareness micro-campaigns that effectively drove student acquisition.
2014
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2016

Graphic Designer

Zion & Zion
Collaborating with award-winning creatives, I built nationwide ad campaigns and brand collateral for clients like Goodwill and McDonald's. I designed marketing materials for Barro's Pizza and Venezia's Pizzeria, boosting website traffic and engagement. My responsibilities included designing websites, brand identities, digital ad campaigns, and print materials. I worked with UX teams, developers, copywriters, PR, and social strategists, and pitched successful concepts to clients.

Education

Northern Arizona University

B.A. Visual Communications

Massey University

Graphic Design

Awards

Certifications

Awards

Certifications

Award 1 image
‍Adobe Creative Jam:
Judge's Choice Award
Award 2 image
‍Adobe Creative Jam:
People's Choice Award
Award 3 image
IDEO Certification:
Leading for Creativity
Award 4 image
Bold Journey Interview:
Meet Toby Riley
Award 4 image
NNG:
UX Certification
Award 4 image
HEC Montreal:
UX Research
Shall we rendezvous?
Mail Metobyrileydesigns@gmail.com