40 Under 40: Tori Riddle
Director of Brand Design; Storyteller Overland; With company: 5 Years | In industry: 5 Years
Since joining Storyteller Overland in 2021, Tori Riddle has helped lead the evolution of the brand’s digital and creative presence across product launches, campaigns, web experiences, organic social channels, email, events, partnerships and community initiatives.
As director of brand design, Tori’s leadership extends far beyond traditional design. She has become a steward of the Storyteller brand, helping establish the creative vision and visual language that guide how the company communicates across nearly every customer touchpoint.
“Tori has an exceptional ability to take big, often abstract ideas and translate them into creative that is thoughtful, cohesive, memorable and unmistakably Storyteller,” her nominator states. “Her influence can be seen not only in the finished creative, but also in how our team approaches marketing. Tori encourages those around her to take risks, think differently and continually raise the standard for what a brand in the RV industry can look and feel like.”
Within the broader RV and overland industry, Tori has helped Storyteller develop a brand identity that challenges many of the traditional conventions of RV marketing. “She builds worlds around our products by connecting design, culture, music, art and community in ways that invite people to see RVing differently,” her nominator notes. “She understands that today’s RV customer is not simply purchasing a vehicle; they are joining a lifestyle and a community.”
The launch of Storyteller’s 2027 model year lineup significantly expanded the number of people discovering and engaging with the brand through social channels. The campaign generated 841,500 combined views across Instagram, Facebook and YouTube, with each platform significantly outperforming its typical video benchmarks. The launch also changed how people reached the brand, with social traffic from Instagram more than doubling and Facebook traffic increasing 21%.
Tori’s creative work has also received significant recognition from the American Advertising Federation through the American Advertising Awards.
Outside of her creative pursuits, Tori loves spending time outdoors with her family, her nieces and her dog, Hazy. She is always looking for a new park, Hipcamp or trail to explore.
Tori’s advice for up-and-coming leaders in the RV industry:
Build worlds around your products, not just campaigns around them. Companies often put their brand in a strict box that never gets room to have fun or get a little weird. Too much control suffocates a brand; freedom allows it to breathe and grow. My advice is to protect how your brand feels as fiercely as how it looks — anyone can copy a color palette, but not the reason people connect with something.
What it means to Tori to be a 40 Under 40 honoree:
Being recognized is a huge honor. Sometimes you put so much of yourself into your work that you forget how far its impact actually reaches. This recognition is a reminder that it does. It’s proof that the work my team and I care so much about has genuinely resonated with people.
