While Wind Mobile’s case on whether it will be allowed to conduct business in Canada is still before the CRTC, the advertising campaign for the European company is ready to roll out. Toronto-based AmoebaCorp won the contract for design agency of record and Trapeze is the digital agency creating its web-based ads.


Mikey Richardson, co-creative director and partner at AmoebaCorp says that the purpose behind the look of Wind Mobile was to be fun, friendly, optimistic and honest. “We wanted to do something really fresh and human,” he says. “[We] wanted to do something counter to Rogers and Bell, which are really clinical and slick and void of human emotion.”

AmoebaCorp decided to work with a palette of, 16 colours for the project to further differentiate from the competitors blue or red, one-colour formats. “Wind Mobile is supposed to be talking to the diversity of Canadians,” he says. “So we decided to go with many colours, which can create problems because it is difficult to manage something that big. We spent a lot of time creating a graphic standards manual, which lays down how the colours are used and how they interact together.” The typography chosen for the brand is a “clean” Gotham Rounded to counteract the amount of colour in the advertising.

Working from the design bible that AmoebaCorp created, Trapeze set out to build a site that reflects Wind Mobile’s accessible attitude. “Everything you see on the site is about accessibility,” says Mike Kasprow, creative director at Trapeze. The main designers on the site were Ella Potyrala and Sebastian Speier, who created the site with the goal of being playful but not cartoonish.

The communication element of Wind Mobile was brought into the design through speech bubbles, which include dingbats that represent elements of conversation, says Kasprow. “The bubbles are about speech, the elements inside are about ideas and the overlapping is about conversation,” he says. “Once the stores open there will be many more elements to the campaign, digital installations and digital screens that will have a much greater effect.” Contact: Windmobile.ca, Amoebacorp.com, Trapeze.com