The Opportunity
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There was no centralized digital platform or community celebrating inclusive beauty, wellness, and culturally relevant products.
CRWND was born to fill that void. I envisioned and created it from the ground up—concept, brand, and digital product—infused with the energy of community, culture, and self-care. This wasn’t just about hair. It was about home. A digital sanctuary for softness, pride, and belonging.
The Approach
Vision and Development
I created the product strategy from idea to launch—defining the core value proposition, shaping the user journey, and building a no-code MVP that brought the vision to life. Every interaction was designed to feel warm, intentional, and deeply rooted in community care.
Brand Identity & Messaging
From the name to the narrative, I built CRWND as a culture-first brand. The logo, color system, and tone of voice all reflected softness, sovereignty, and self-expression. The goal wasn’t just a brand—it was a recognizable energy.
User Experience
I designed the app interface to feel like an editorial experience—calm, breathable, and culturally affirming. Accessibility and representation were central, ensuring Black women felt seen in every interaction.
Go-To-Market Strategy & Expansion
To build community momentum, I launched a brand ambassador program focused on wellness, beauty, and culture. Every voice aligned with CRWND’s ethos of authenticity and care.
Partnerships
I secured over 20 partnerships with indie beauty and wellness brands—elevating CRWND’s marketplace with products and creators aligned in values and vision. These collaborations brought real credibility to the platform and helped seed content from day one.
Merch and Brand Expansion
To extend the brand beyond the screen, I developed a CRWND merch line—from concept to photoshoot. I sourced and produced apparel, designed the visual identity, launched an e-commerce store on Shopify, and created gender-inclusive marketing campaigns.