Designing Change: Digitizing the CROWN Act Movement

Amplifying Advocacy Through Bold Digital Innovation

The Challenge

In 2020, Dove took a stand against hair discrimination, championing a movement to empower Black women and girls, igniting a necessary conversation about inclusive beauty. At its core, the movement wasn’t just a campaign but a cultural shift. Led by a coalition of powerhouse Black women, the CROWN Act was born, driving systemic change by tackling policy and culture head-on. The mission was clear: to humanize the experiences of Black women, challenge outdated beauty standards, and eliminate hair discrimination through authentic storytelling and advocacy.

The Approach

As the Lead Digital Designer, I was entrusted with bringing TheCrownAct.com to life—a hub for transformation. This wasn’t just a website; it was a rallying point, a digital home where Black women could feel seen, celebrated, and empowered to take action.

Launching on June 7, 2020, just ahead of the inaugural CROWN Day, the platform was thoughtfully designed to inspire change. Every visual, interactive element and piece of content was created with intention, reflecting the pride, resilience, and beauty of Black and Brown women. From providing advocacy resources to encouraging petitions, the site became a powerful beacon for those ready to challenge systemic hair discrimination and champion inclusivity.

The Engagement

I had the privilege of working with a brilliant team of strategists to drive engagement for major initiatives like CROWN Day and the CROWN Awards, amplifying the movement’s reach and impact.

One of my proudest contributions was conceptualizing CROWN Conversations—a powerful series that brought attention to hair discrimination and celebrated the beauty of embracing natural hair. Through a partnership with Dove and LinkedIn, we extended these critical conversations to professional audiences, taking the narrative into boardrooms and workplaces. This collaboration sparked a ripple effect, encouraging Black women to share their stories, embrace their natural beauty, and take meaningful action to challenge systemic discrimination.

The Impact

The CROWN Movement campaign became a shining example of how authentic storytelling and strategic digital engagement can drive real-world change. As of 2024, the results speak for themselves:

  • 27 states have enacted the CROWN Act, protecting over 17 million Black Americans.

  • Over 500,000 signatures have been collected, pushing for federal legislation.

  • The movement continues to inspire millions to advocate for a world where everyone can embrace their natural hair without fear of judgment or discrimination.

For me, contributing to this legacy was far more than a professional milestone—it was a calling. It was about realizing the power of digital strategy to amplify voices, dismantle barriers, and create pathways for lasting change. The CROWN Act isn’t just policy—it’s a movement, and I’m proud to have played a role in reshaping how we see beauty, identity, and freedom.

Continue the journey to explore how my love of digital storytelling empowered the next generation to find their voice through creative digital literacy and NBA All-Stars.