TORONTO—DMD Retail Design has created the in-store look for new Canadian wireless phone provider Mobilicity, both of Toronto. DMD president and creative director David Milne says the mobile services company was still working under the name DAVE Wireless when DMD was first awarded the project and it was sworn to secrecy on the planned moniker change.

For the confidential retail project, DMD presented Mobilicity with three concepts. “The one we felt most confident with was the one we termed urban scheme, the inspiration coming from a New York subway map,” says Milne. “It became the metaphor for connecting people.” 

Working within a six-week time frame, says Milne, DMD knew the design for the stores needed to be fundamentally simple, straightforward and direct because of Mobilicity’s large dealer network. “We created a clean, white and grey environment to go with the colours that were already established with their logo,” says Milne. U.S.-based Verse Group designed Mobilicity’s corporate identity. Contact: Dmdltd.com, Mobilicity.ca