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. Elements such as the use of speech bubbles, vibrant colours and dingbats were some of the keys ways in which we did so.

The packaging, like all other communication deliverables needed to be consistent with the brand's visual identity. The device manufacturers varied but our approach to each package did not. Use of clever writing, pattern, deluxe printing and paper, colour variation and illustration combined to make a simple but effective packaging system that made a powerful visual statement in the retail environment.