Total Wireless is a prepaid, no-contract mobile carrier offering affordable and flexible wireless options to a wide range of customers.

In collaboration with Merdy on business and marketing strategy, we created the Total Wireless brand identity to resonate with an urban, hardworking target audience. It reflects their fast-paced lives while building on the parent carrier’s trusted network. We partnered with Total Wireless on every stage: defining consumer needs, shaping the value proposition, brand strategy, visual system, and messaging. We designed all touchpoints, creating consistency across retail stores, advertising, packaging, partnerships and sponsorships, and all other forms of communication.

With its primary shade of teal and distinctive color palette designed to reflect the energy and vibrancy of the community it serves, Total Wireless connects with consumers and distribution partners with a bold, unique voice that cuts through clutter in a competitive marketplace.

Following this major brand refresh in the summer of 2024, customer sentiment turned around. The overall retail prepaid division posted +137,000 net additions in Q1 2025, rebounding from -131,000 net losses in the same quarter the year before [Q1 2024].