I’m Edward, a senior creative leader based in Leicestershire, UK, with extensive experience across multimedia design, branding, digital and creative storytelling within elite sport and motorsport.

My career in graphic design began in my teens, securing my first freelance commission at 16 for a local skateboard brand. This early passion led me to formal study, culminating in a BA (Hons) in Graphic Design from the University of Lincoln. During my studies, my work was recognised with several industry awards and commendations, including YCN (Young Creative Network), ISTD (International Society of Typographic Designers) and a D&AD recommendation.
Following graduation, I worked across freelance and agency roles, including positions at Ruby+Ed and Jellyfish Creative, before joining Williams F1 Team. At Ruby+Ed, I progressed rapidly from in-house designer to lead creative and ultimately brand guardian and creative director. In this role, I led multidisciplinary teams and collaborated closely with photographers, developers and strategists to deliver integrated seasonal campaigns that strengthened brand identity and commercial performance.
In 2013–2014, I joined Jellyfish Creative, founded by former England rugby international Ian Hunter, where I broadened my skill set across web design, digital platforms and brand transformation projects for a diverse client base.

I joined Williams Racing in 2014 as Digital Design Lead, working alongside Avanade to help drive a digital transformation within Formula One. This included the development of an industry-leading website and a new approach to social media storytelling through data-led design and infographics. These initiatives contributed to Williams being awarded the Social Media Index Award in 2016.

Shortly thereafter, I was appointed Design Manager and later Head of Creative Design, leading the in-house creative department across all areas of the business. This includes commercial partnerships, sponsorship activation, race team branding, merchandise, events, internal communications and global brand campaigns.

In recent years, I have led the team on a number of high-profile and commercially successful initiatives, supporting the acquisition and activation of key partnerships. Highlights include Atlassian, Komatsu, the Gulf Oil x Williams F1 livery campaign, as well as partner integrations such as Duracell and multiple on-track branding programmes. These projects have reinforced Williams’ reputation for bold, innovative and culturally relevant design within Formula One.