The launch of WIND Mobile in late 2009, marked the beginning of fundamental change within the Canadian wireless carrier landscape. Built on actual conversations happening with Canadians passionate about improving the level of wireless service in this country, WIND provides voice, text and data services to their customers and engages with them directly, to jointly create a better mobile experience in Canada.

In creating this brand, design efforts focused on exploring the ways in which we could express the brand’s core idea – the power of conversation. We knew WIND needed to look and feel democratic and approachable in nature so we spent time thinking through the ways in which we could convey the power of individuals in conversation, collaborating to create something great, something new and different. To this end the photographic direction was about real people set in real, vibrant, colourful environments representing the diversity of all the Canadians that would be conversing on WIND's network. We worked with photographer and good friend Richard Sibbald to make it all happen.