Business Not As Usual

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Project Overview

Client: ACCESS Shared Services (on behalf of provincial cooperative associations)
Platform: Squarespace
Role: Lead Web Developer & Designer

Northern Wave Digital led the complete website development for Business Not As Usual, a groundbreaking national campaign promoting cooperative businesses to Gen Z consumers across Canada. Partnering with Alberta Community and Co-operative Association (ACCA), BC Co-operative Association (BCCA), Saskatchewan Co-operative Association (SCA), Manitoba Co-operative Association (MCA), Newfoundland and Labrador Federation of Co-operatives (NLFC), and delivered through ACCESS Shared Services, this initiative represents one of the most comprehensive digital campaigns for cooperative promotion in Canadian history.

The Challenge

Cooperative businesses face a significant awareness gap among younger Canadians, despite offering solutions to housing affordability, ethical consumption, and community ownership—issues Gen Z cares deeply about. The campaign needed a digital home that would:

  • Resonate with mobile-first Gen Z browsing habits (80%+ mobile traffic expected)

  • Translate complex cooperative business models into accessible, engaging content

  • Showcase authentic stories from real cooperative members across multiple provinces

  • Maintain unified national messaging while allowing provincial flexibility

  • Drive meaningful engagement and exploration of cooperative opportunities

Design Strategy

Mobile-First, Gen Z-Focused Aesthetics

Built with a retro-clean design language that appeals to Gen Z visual preferences while ensuring optimal performance on mobile devices. The design prioritizes:

  • Bold Color Palette: Vibrant, retro-inspired colors that create visual energy and guide users through conversion pathways

  • Strategic White Space: Generous spacing optimized for thumb-scrolling and mobile readability

  • Condensed Copy: Concise messaging designed specifically for mobile screen consumption

  • Visual Storytelling: Photo-forward layouts that prioritize authentic cooperative member stories over corporate messaging

 

User Experience Architecture

Created an intuitive navigation structure that guides visitors from awareness to action:

Landing Experience: Immediate value proposition connecting cooperative principles to Gen Z priorities (affordability, community, sustainability)

Story Discovery: Regional success stories presented in scrollable, bite-sized formats

Education Hub: Accessible explanations of cooperative models, membership benefits, and formation processes

Action Pathways: Multiple conversion points encouraging exploration, sharing, and engagement

Platform Selection & Optimization

Leveraged Squarespace’s strengths while implementing custom optimizations:

  • Responsive Design: Built mobile-first architecture ensuring seamless experience across all devices

  • Load Speed Optimization: Compressed images, minimized scripts, and structured content for fast mobile loading

  • Custom CSS: Enhanced Squarespace templates with custom styling to achieve unique retro aesthetic

  • Dynamic Content Management: Structured backend allowing easy story updates across provincial partners

Key Features

Authentic Story Integration

Built a dynamic storytelling platform featuring real cooperative members and their experiences:

  • Regional representation across all participating provinces

  • Diverse cooperative sectors (housing, retail, agriculture, worker-owned)

  • Personal narratives emphasizing real impact on affordability, community, and opportunity

  • Photo-rich presentations optimized for mobile viewing

Cross-Provincial Coordination

Developed unified campaign architecture while respecting regional needs:

  • Consistent national branding and messaging framework

  • Flexible content areas for provincial customization

  • Coordinated launch strategy across multiple stakeholder organizations

  • Scalable structure allowing future provincial partner additions

Educational Resources

Created accessible learning modules demystifying cooperative business models:

  • Visual explainers breaking down cooperative principles

  • Comparison tools showing cooperative vs. traditional business differences

  • Membership benefit calculators and examples

  • Formation guides for aspiring cooperative entrepreneurs