Kate Eady

With more than 35 years’ experience as a creative and over 15 years specialising in brand strategy, Kate is the founder of Wrapped and the strategic mind behind many of the brands we’ve helped to build and grow. She works closely with CEOs, senior leadership teams and stakeholders to get underneath what makes a business different, creating the positioning, brand architecture and foundations it needs to grow with clarity and consistency. Kate has extensive experience across regulated and complex sectors, including healthcare, financial services, fintech and property, with a particular depth of expertise in the property sector.

Kate’s property expertise has been built through years of working with property brands and understanding the commercial challenges that shape their marketing. From developers and housebuilders to agents, operators and businesses across the wider built environment, she understands the complexity of marketing places, developments and property businesses to multiple audiences, often across long and very different customer journeys. Her approach goes well beyond visual identity, getting to the heart of the proposition, what will genuinely differentiate it in a competitive market and how the brand needs to flex for different audiences without losing its identity. It’s an approach she brings to all regulated sectors, where building trust, communicating complex propositions clearly starts with brand architecture and structure. She does this through understanding the boundaries a brand operates within and which allows creating a brand that can grow.

For Kate, brand strategy is also where the value of a full-service team becomes very clear. A brand can have a brilliant strategy on paper, but it only becomes valuable when people experience it – through all platforms including the website, creative campaigns, content, social channels, sales materials and every other interaction and touchpoints they have with the business. Working alongside Wrapped’s creative, digital, content and development specialists means Kate can make sure the thinking that starts in the strategy carries all the way through to execution. Just as importantly, those specialists feed insight back into the strategy, helping to create brands that are not only distinctive and commercially strong, but work effectively within the realities of regulated sectors.