Claudia Toia


I’m a digital creative with 4+ years experience across both strategy and design. I led award-winning campaigns for Penguin Books, managed the digital transformation for Pelican Books, and designed digital assets for the Barbican Centre. I also once spent far too long making a Happy Birthday Kanye gif for MTV.

Get in touch: hello [at]

Awards 👏🏻

Creative Review 

> Winner Best in Book, Craft and Digital Innovation, 2017
> Winner Best in Book, Websites, 2017

Lovie Awards

> Winner, Bronze + Popular Vote: Best Home/Welcome Page, 2016   
> Winner, Bronze + Popular Vote: Best Brand Microsite, 2016


> Winner, Best Digital Marketing and Publicity Campaign, 2016
> Nomination, Best Digital Marketing and Publicity Campaign, 2015

British Book Design and Production Awards

> Winner, British Book Design/Production Awards: Best Multimedia Book, 2016

Book Marketing Society

> Winner, Book Marketing Society: Best Multi-Title Campaign, 2016

The Drum/DADI Awards

> Finalist, Best In-house Website, App or Campaign, 2015

The Drum/MOMA Awards

> Commendation, Best User Experience and Usability, 2015


> Scholarship for Exceptional Graduates, Google Squared: Digital Marketing, 2014

Press 🗞️

BBC World Service:

Lecture in Progress:

In the Studio With — Barbican Multimedia Designer Claudia Toia on mastering multiple disciplines

In the Studio With — We get to know the Barbican’s small but prolific in-house design team

BBC News:

The gene's still selfish: Dawkins' famous idea turns 40

New Scientist:

Richard Dawkins’ Biomorphs Come Back to Life

It’s Nice That:

What a treat! Penguin’s fun new website to celebrate the launch of 80 classics
Penguin reissues Richard Dawkins books with unique covers, illustrating evolutionary variation
A sleek digital narrative with interactive chapters for enlightening Penguin book

Creative Review:

Every one unique — how Penguin blended coding and design to revisit Richard Dawkins’ classic texts

FastCo Design:

This Is How You Sell Books in the Digital Age
A Playful, Interactive Approach To Book Marketing In The Digital Age

The Bookseller:

A designer 'spins-a-Penguin' for PRH
Penguin uses Dawkins' source code for original book jackets

Swiss Miss:

Pocket Penguins. Go read some classics.

Designer News:

Site Design: Pocket Penguins

The Digital Reader:

Penguin Revives Decades-Old Software for 30th Anniversary Edition of ‘The Blind Watchmaker’