I’m Toby Riley, a Creative Director and lifelong designer who blends creativity, strategy, and storytelling to build brands that resonate and deliver results. I also really enjoy long hikes and loud music.
For over a decade, I’ve built bold identities, led global teams, and launched campaigns that drive growth — all while helping mission-driven brands connect with people through designand strategy.
Build a gamified experience for employee growth and adaptation—focus on employee engagement, communication improvement and increase team member understanding of navigating company change.
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.
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.
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.
Led a global creative team of 20 across the U.S. and South Africa, delivering marketing campaigns that generated $24M in enrollments in 2024, and increased student application rates for Degree programs by 17% (2025). Directed creative strategy and asset development for 100+ university partners—including Harvard, Yale, MIT, and Oxford—driving enrollment growth and strengthening brand presence. Collaborated with cross-functional teams (marketing operations, email strategy, media, brand, and technology) to launch innovative multi-channel campaigns that expanded 2U and edX’s global reach. Championed team development, introduced new design systems, and advanced workflow process improvements, fostering a high-performing and innovative creative culture.
2023
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Present
Co-Founder & Creative Director
Winable
Co-founded and directed the design, brand, and UX/UI strategy for Winable,, a win-tracking app launched on iOS and Google Play in January 2024. Scaled the product from concept to fully functioning app within 12 months, empowering 500+ users to build winning habits and achieve personal goals. Led in-app experience design, marketing campaigns, and brand identity while leveraging AI-driven tools to deliver personalized metrics and user journey insights that boosted engagement and retention.
2022
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2023
Associate Creative Director
National University
Directed the full rebrand of a 50-year-old institution, leading the creative team in developing a new logo, brand identity, website, and integrated marketing campaign. Delivered a multi-million-dollar transformation in just 7 months, elevating National University’s standing among online higher education providers. Produced 1,000+ digital ad assets, nationwide commercials, and out-of-home campaigns, alongside student documentaries and success stories that increased brand awareness and engagement. Overhauled the website with hundreds of new pages, driving significant traffic and generating 4,000+ student leads within 3 months of launch. Partnered with video, copy, and third-party agencies to build a cohesive brand ecosystem and deliver measurable enrollment growth.
2018
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2022
Sr. Art Director, UX/UI
Mindspace
Spearheaded UX/UI strategy and design implementation across digital and experiential projects for top-tier clients including Twitter, Google, FedEx, David Yurman, and the American Lung & Heart Associations; building gamified learning and onboarding platforms that elevated user engagement and retention. Designed immersive, brand-infused experiences such as Twitter’s #TwitterTips in-app onboarding (gamified with micro-tweets and GIFs), Google-branded “Let’s Jam” educational tools, and interactive FedEx brand training resources—transforming user education into compelling journeys. Collaborated with internal teams and stakeholders to deliver engaging, client-tailored platforms that enhanced usability, learning uptake, and brand fidelity.
2016
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2021
Art Director
Connections Healthcare Strategies
Directed creative development across 40+ healthcare brands, with over half undergoing full brand transformations that increased customer retention and engagement. Delivered bespoke websites, social campaigns, and integrated marketing assets for agency clients.
2016
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2018
Sr. Graphic Designer
Firefly
Increased lead captures by 40% through innovative bootcamp marketing campaigns and reduced website bounce rate by 25% by enhancing UX/UI. Developed targeted micro-campaigns with the marketing team to boost student acquisition and brand awareness.
2014
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2016
Graphic Designer
Zion & Zion
Created nationwide ad campaigns and brand collateral for clients including Goodwill and McDonald’s, driving web traffic and engagement. Designed websites, digital ads, and print assets for regional brands, collaborating with UX, PR, copy, and dev teams to deliver award-winning creative.
