Creative Director, and builder of things that work.
I'm Toby Riley, a Creative Director who builds brands that perform. Over the past decade, I've led global teams, launched campaigns for Twitter, Google, MIT, and National University, and turned creative strategy into measurable growth.
Great creative should move the needle. Mine does.
Based in Phoenix. 10+ years of brand building. Taking long hikes. Listening to loud music.
Based in Phoenix. 10+ years of brand building. Taking long hikes. Listening to loud music.
What I do best
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Building and directing high-performing creative teams across multiple markets, disciplines, and time zones.
Team Development & Mentorship
Strategic Project Oversight
Creative Culture Building
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Developing brand systems that hold up at scale, from a single logo to hundreds of assets across channels.
Logo & Visual Identity Systems
Brand Guidelines & Toolkits
Campaign Creative Development
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Designing digital experiences where usability and craft reinforce each other, not compete.
Web & Mobile Interface Design
Wireframes & Prototyping
User Journey Mapping
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Connecting creative strategy to real business outcomes across digital, print, and paid channels.
Digital & Print Campaigns
Content & Creative Strategy
Social & Paid Media Marketing
Featured Projects
Creative direction for one of the world's largest online learning platforms — leading a global team of 20+ creatives and delivering campaigns for 100+ university partners including Harvard, MIT, and Oxford.
2U / edX
A complete rebrand of a 50-year-old university — new identity, website, and national campaign — delivered in seven months and driving student leads from day one.
National University
Helped launch Google's Series One hardware line. Product design, digital experience, and creative all built to Google's brand standards.
Google Meet Hardware
A win-tracking app I co-founded and designed from concept to App Store in 12 months — built on habit science, powered by AI, and rated 5.0 on iOS.
Winable
A strong mark doesn't just identify — it defines. Selected brand identity work spanning tech, healthcare, education, and consumer products.