Kate Eady

With more than 35 years’ experience in the creative industry and over 15 years specialising in brand strategy, Kate is the founder of Wrapped and has helped businesses develop, reposition and grow their brands. She works closely with CEOs, senior leadership teams and stakeholders to understand their commercial ambitions, challenge assumptions and establish the strategic foundations that shape how their organisations are positioned and perceived.

Kate’s expertise spans brand strategy, positioning, brand architecture and creative direction. She has extensive experience across healthcare, property, financial services and other complex or regulated sectors, with particular expertise in developing brands and communications around sensitive subjects.

In healthcare and other regulated industries, Kate understands how to balance creativity with accuracy, sensitivity and audience trust. Whether communicating complex medical information, addressing subjects people may find difficult to discuss or developing brands within strict regulatory boundaries, she focuses on making communications clear, accessible and engaging without compromising their integrity.

Her experience in property is equally extensive, working with developers, housebuilders, estate agents and businesses across the wider built environment. From establishing a distinctive proposition in a competitive market to creating brand architectures that support business growth, Kate understands how to develop brands that connect with different audiences while remaining commercially relevant.

For Kate, successful branding starts long before the visual identity. It requires a clear understanding of the organisation, its audiences and what genuinely sets it apart. That thinking shapes everything from the brand’s positioning and messaging to how it develops across different services, locations and markets.

An example of Kate’s brand strategy work is Carelight, a UK health-tech business developing medical-grade wearable technology for patient monitoring. Kate led the brand strategy, helping establish a clear market position and brand architecture that distinguished Carelight as the company, Weartech as its product portfolio and OPM as the technology behind it. The challenge was to make complex medical innovation understandable and compelling to clinicians, research partners, investors and international audiences, creating a brand platform that could support the business as it moved towards commercialisation.

Kate also believes strongly in the value of a full-service agency. A brand strategy only delivers its potential when it’s carried through consistently across every customer interaction, from the website and creative campaigns to content, digital channels and sales communications. Working alongside Wrapped’s research, creative, digital and development specialists allows Kate to connect strategic thinking with practical delivery, ensuring the brand works as effectively in the real world as it does on paper.