Stand With Owners

Evolving a national small business contest into a community-led digital experience.

Scope

UX strategy
Visual direction
High-fidelity design
Content hierarchy
Responsive design
Stakeholder alignment
Production handoff

My Role

Digital Design Lead

Year

2026

Overview

For the 2026 #StandWithOwners campaign, I led the digital design direction for TELUS, evolving the experience from a contest landing page into a more connected ecosystem for Canadian business owners. The redesigned experience supports users across discovery, prizing, eligibility, community engagement and application confidence, while bringing the campaign to life through owner-led storytelling, editorial layouts and a more polished visual system.

My Role

As the Digital Design Lead, I shaped the end-to-end web experience across Overview, Prizing, Community and Eligibility, creating a more editorial and community-led direction that balanced campaign storytelling with clear application support.

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UX Strategy

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Visual Design

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Prototyping

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UX Strategy | Visual Design | Prototyping |

From a contest landing page to a connected campaign ecosystem

As Stand With Owners evolved, more content, prize categories, partner information and winner stories were added to a single landing page. This resulted in long scroll depths and content overload, making it harder for owners to discover information and understand the broader value of the program beyond submitting an application.

The opportunity was to transform the experience from a contest landing page into a community-driven platform by improving discoverability, elevating visual storytelling and creating clearer pathways for owners to engage with the program beyond the application process.

Grounding the experience in research, storytelling and visual exploration

To shape the 2026 #StandWithOwners experience, I started by looking at how other brands speak to business audiences through a community lens. I paired that competitive research with mood-boards to explore a direction that felt more editorial, typography-forward, premium and owner-led.

From there, I balanced the visual inspiration with the campaign imagery and marketing assets, ensuring the experience still felt connected to the broader #StandWithOwners brand while feeling more polished and intentional online.

Creating a distinct campaign language

To make the 2026 experience feel more polished and campaign-led, I created a visual system that could flex across the full page experience while still feeling connected to TELUS Business. The direction combined bold editorial typography, owner-led imagery, modular layouts, purple campaign moments and dimensional glass elements inspired by the #StandWithOwners shape language.

Designing each page around a clear role

The experience was structured across four core pages, each supporting a different part of the owner journey. Together, they help business owners understand the opportunity, explore the prizes, build trust through community and feel confident applying.

The Overview page acts as the campaign entry point. It needed to quickly communicate the value of #StandWithOwners, make the prize structure easy to understand and guide owners toward applying without overwhelming them too early in the journey.
Key decisions:
- Led with a bold, owner-focused campaign message
- Summarized the full prize opportunity in a scannable way
- Used the page to connect users to prizing, eligibility and community content
- Balanced excitement with clear next steps to apply
The Prizing page had to explain a more complex award structure, including grand prizes, Community Awards and People’s Choice. I used modular layouts, award groupings and clear hierarchy to make the prize system feel motivating, structured and easy to scan.
Key decisions:
- Created a bento-style breakdown for the grand prize packages
- Separated grand prizes, Community Awards and People’s Choice into distinct moments
- Used real winner quotes to show the impact of recognition beyond the prize amount
- Introduced dimensional glass elements to make the prizing feel more premium
The Community page was designed to give #StandWithOwners a stronger role beyond the application flow. It brings together past winner advice, partner opportunities, business stories and events, helping owners feel part of a broader community.
Key decisions:
- Elevated past winner tips as a confidence-building entry point
- Created space for partner resources and growth opportunities
- Used real owner stories as social proof, helping prospective applicants see themselves in the campaign and build confidence before applying.
- Added event content to support ongoing engagement beyond launch
The Eligibility page needed to reduce uncertainty and help owners quickly understand whether they qualify. I structured the page around practical questions, clear answers and application advice from past winners to make the process feel more approachable.
Key decisions:
- Prioritized common eligibility questions in a clear FAQ format
- Used plain-language content to reduce friction and confusion
- Added past winner advice to encourage owners who may be unsure about applying
- Kept the application path visible without making the page feel overly promotional

Turning Community into a campaign hub

The Community page became one of the biggest shifts in the 2026 experience. Instead of treating community as a supporting content page, I designed it as a hub for ongoing engagement, bringing together past winner advice, partner resources, business stories, events and pathways into TELUS Business social content.

The goal was to give owners more reasons to connect with #StandWithOwners beyond the application itself, while still keeping the path to apply clear.