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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 deserts of Arizona, I’m an adventurous Creative Director with over a decade of experience shaping brands through design, strategy, and storytelling.

Currently leading creative at 2U, I’ve guided global teams across UX/UI, multimedia, and brand development—delivering multi-million-dollar campaigns and scaling design systems for renowned partners including Google, Twitter, FedEx, and David Yurman.
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At the heart of my work is a commitment to building creative cultures where teams thrive and ideas spark real business impact. Beyond the design table, you’ll find me chasing long hikes, loud music, and the next opportunity to explore something new.

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
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.

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
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HEC Montreal:
UX Research
Shall we rendezvous?
Mail Metobyrileydesigns@gmail.com