Creative Director. Brand Strategist. Builder of things that work.
I'm Toby Riley. For over a decade, I've led global teams, built brand systems from the ground up, and launched campaigns that drive measurable growth — for brands like Twitter, MIT, Google, and National University.
The work looks great, and performs great too.
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
Launching Google's Series One meeting room ecosystem through product-driven design, digital experience, and brand-aligned creative.
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. A collection of brand identity work built to last across industries and applications.