The central challenge was translating a massive, systemic problem—over 70% of online retail spend concentrating in the hands of just 15 mega-retailers—into an urgent, approachable, and highly motivating call to action. We needed to disrupt habitual online shopping behaviors without making the user feel guilty or overwhelmed, creating a brand home that felt optimistic, energetic, and highly community-centric.

I built a vibrant, high-energy landing page that reframes small-business advocacy into a joyful, effortless act of rebellion. Utilizing bold, rhythmic copy and human-centric messaging, the layout strips away academic jargon in favor of visceral, relatable truths ("move over big-box, hello underdogs!"). The visual hierarchy keeps the user path incredibly simple, seamlessly funneling momentum directly into an engaging waitlist form to capture high-intent beta users before launch.