Ed Storey

With nearly 30 years in the creative industry, Ed leads Wrapped’s creative design team, bringing a wealth of experience, ideas and creative thinking to every project. He has a sharp eye for what makes design work – how it captures attention, communicates clearly and brings a brand to life. Whether developing a new visual identity or working within established brand guidelines, Ed knows how to push the creative while protecting what makes the brand recognisable, helping his team produce work that feels fresh, distinctive and unmistakably on-brand.

That experience is particularly valuable in regulated and complex sectors, where there can be a perception that more rules inevitably mean less creativity. Ed sees it differently. Healthcare, finance, fintech and other regulated brands may have tighter parameters, more complex information and greater scrutiny around what they communicate, but the work still needs to capture attention and make people want to engage with it. Ed understands how far a brand can flex, where it needs to remain consistent and how great design can make complicated or information-heavy communications feel clear, accessible and engaging without losing their credibility.

Leading the creative design team within a full-service agency also means Ed’s thinking is informed by much more than the design brief. Brand and audience strategy, specialist content, campaign thinking and insight from the wider marketing team all help shape the creative response, giving his team a much fuller understanding of what the work needs to achieve and who it needs to engage. In turn, Ed makes sure the brand comes through strongly and consistently wherever people encounter it. That combination is especially powerful in regulated sectors, where standing out and staying within the rules shouldn’t have to be competing objectives.