Craig Edis

Founder

Craig Edis is the founder of The Wink Collective, where he helps designers bridge the gap between craft and business, empowering them to operate strategically, professionally, and creatively. With over 20 years of experience in design and marketing and nearly a decade in product leadership, Craig specializes in transforming complexity into clarity, crafting digital products that are intuitive, efficient, and grounded in user psychology.
 
His work spans public sector platforms to fast-scaling SaaS, where he has led cross-functional teams, scaled systems, and shaped strategies that align business goals with human needs. Craig blends accessibility (WCAG 2.2 AA), service design thinking, and agile delivery with a signature focus on process and design efficiency. He leverages data, research, and critical thinking to create empowering experiences that minimize cognitive load and help teams and stakeholders understand impact through digital storytelling, objective insight, and psychological drivers that guide user behaviour.
 
Frustrated by the persistent undervaluing of design and the lack of professional guidance for designers, Craig created Design For Business, a program that equips designers with the skills to lead clients, validate ideas, and connect their creative work to measurable business outcomes. His approach strengthens both strategic influence and creative confidence, helping designers defend bold ideas, navigate complex systems, and thrive across industries.
 
Certified in POPM and EOS, Craig combines vision with execution, mentoring emerging talent while advocating for the user and delivering high-value outcomes through streamlined collaboration. Through The Wink Collective, he is redefining professional design, making it indispensable: when designers understand both craft and commerce, creativity flourishes, ideas gain influence, and design becomes a strategic force in every organization.