Edd Baldry
Director Of Design And Development at Make Sense Of It
Piedmont, Italy
Summary
🤩
Rockstar🎓
Top SchoolEdd Baldry is a director-level design and product leader with 11 years of experience building mission-driven digital products for NGOs, charities and consumer brands across the UK, US, France and Italy. As Founder of AI-first agency Make Sense Of It and former Director of Innovation at Torchbox, he blends design leadership, product strategy and hands-on development to help organisations navigate ambiguity and amplify social impact. He led HMI design at Dyson across ~30 products, founded a fitness startup (Byrd), and has practical full‑stack contributions to notable open-source projects like Wagtail, improving both admin UX and demo tooling. Comfortable moving between research-led strategy and iterative experiments, he combines an illustrator’s eye for narrative and visual craft with rigorous product delivery. Based in Piedmont, he brings a rare mix of startup grit, enterprise product experience and cross-cultural perspective.
11 years of coding experience
16 years of employment as a software developer
Master of Arts (MA) Communication Design, Master of Arts (MA) Communication Design at University of the Arts LondonBA History, BA History at King's College London
French, Italian, English
Github Skills (18)
cms10
python10
django10
css10
html-template10
wagtail10
html10
bootstrap9
javascript9
bootstra9
blogpost8
blogspot8
photo-gallery8
picture-gallery8
image-gallery8
Programming languages (4)
Github contributions (5)
wagtail/bakerydemo
Feb 2017 - Nov 2017
Next generation Wagtail demo, born in Reykjavik
Role in this project:
Full-stack Developer
Full-stack DeveloperContributions:146 commits, 37 PRs, 77 pushes in 8 months
Contributions summary:Edd contributed significantly to the development of the Wagtail Bakery demo, demonstrating full-stack capabilities. Their work included setting up the initial project structure, configuring production settings, adding and styling UI components, and implementing core features such as bread and location detail pages. The user also added models and initial migrations for the blog and gallery apps while making improvements to the index pages.
djangonext-generationwagtail
wagtail/wagtail
Oct 2016 - Nov 2017
A Django content management system focused on flexibility and user experience
Role in this project:Front-end Developer
Front-end DeveloperContributions:11 commits, 5 PRs, 70 comments in 1 year
Contributions summary:Edd primarily focused on improving the user interface and aligning page elements within the Wagtail CMS. Their contributions included adding specific CSS classes for enhanced specificity, adjusting header layouts for responsiveness, and modifying text labels to improve clarity. The changes were made across various templates, demonstrating an effort to refine the visual presentation and user experience of the admin interface.
cmsmanagement-systempythondjangouser-experience
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