TOBY BARNES

Brand and Experience Design Leader in Portland, Oregon

TOBY BARNES

Brand and Experience Design Leader in Portland, Oregon

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A passionate, entrepreneurial leader with over 20 years of experience building and managing teams with Nike, AKQA, Levis, Microsoft, and MTV

As Global Senior Director of Service & Experience Design at Nike, I designed and launched a number of physical and digital services, experiences, and retail concepts including House of Innovation, Nike live, Nike Rise, Nike Unite and the Nike App.

Before Nike, I led the Product Innovation & Strategy Discipline at AKQA, (as Executive Strategy Director). Working with Nike on the DTC Strategy, Innovation & Valiant labs, Omega and the Nike App, Nike Training Club, Connected Products and Nike Fuelband. Re-Launching the Palms Resort, Levis Loyalty Program, and Audi

Back in the UK I founded and ran Mudlark; an award-winning digital design consultancy, as well as 2 gaming start-ups.

Previously I worked for a number of industry leaders including Emap, Virgin and MTV Networks, and as a consultant for Microsoft, SCEE, Electronic Arts, Royal Shakespeare Company, Channel 4 and Mattel. As a founding member of Virgin Media’s Interactive Division I launched Europe’s first commercial interactive TV service.

I am (was 😷) a regular speaker at large industry events including SXSW, Playful, E3, GDC, and Interesting London.

There are hi-res pictures here on Flickr.

I have a collection of thoughts & field notes here.

  • Work
    • Consulting & Advising
  • Education
    • Liverpool University