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Tom Raith
As a leader in IDEO’s brand discipline, Tom is passionate about brand experience and communication design.
As a leader in IDEO’s brand discipline, Tom is passionate about brand experience and communication design. He especially loves helping companies find the soul of their business — and then express it in unforgettable ways.
To this end, his work at IDEO has included creating a TED Conference experience that turned people’s genes into music — as a way to engage them in the story of genetic science. Building a “post-TV-network” network — as a way to engage people in their health. And launching a pro-sex social media campaign — as a way to decrease unplanned pregnancies.
Before joining IDEO, Tom was Executive Creative Director of Redscout, San Francisco, an office he opened. In less than three years, the brand-driven innovation agency made Ad Age’s list of “Agencies to Watch” and the San Francisco office counted Nike, Gatorade, and Guitar Hero among its clients.
Prior to Redscout, Tom was Creative Director at innovation firm Stone Yamashita Partners, where his work included creating prototype stores for GAP, developing GE’s executive innovation curriculum, and reframing the values debate for the Progressive wing of the Democratic Party. Tom began his career as a writer and Creative Director at ad agencies Hal Riney and Cramer-Krasselt and as a Partner at design firm VSA Partners.
His work has been recognized by the Cannes International Advertising Festival, British Design & Art Director’s Annual, Communication Arts, The One Show, Creativity, BusinessWeek, The Wall Street Journal, and most recently, The Museum of Modern Art, New York.
He lives, works, and mountain bikes in the San Francisco Bay area.
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