It had a name. A voice. A personality. A complete visual identity.

It just never made it into the world.

Wiggle is still one of my favorite branding projects because it reminds me that great creative work isn't measured only by whether it launches. It's measured by the problems it solves, the story it tells, and the connection it creates.

This project was about much more than designing a logo. I had the privilege of leading an incredibly talented creative team as we built the brand from the ground up. Together, we developed its identity, visual language, and comprehensive style guide, carefully shaping every detail, from the color palette and typography to the tone of voice, to create a brand that felt approachable, memorable, and unlike anything else in the wireless space.

Just before launch, the company was sold, and the project was shelved. Even though the public never got to experience Wiggle Wireless, I'm incredibly proud of what we created together. It remains one of my favorite examples of what can happen when strategy, collaboration, and creativity come together around a shared vision.