Founder Work · Brand Strategy · Product Development · Community Building
CRWNDNatural Hair App
A digital sanctuary built for Black women — where community, culture, and self-care converge.
CRWND · Mobile App Interface
A digital sanctuary built for Black women — where community, culture, and self-care converge.
CRWND · Mobile App Interface
There was no centralized digital platform celebrating inclusive beauty, wellness, and culturally relevant products through the lens of the Black woman's experience. The market had products. It didn't have a home.
CRWND was born to fill that void — conceived, branded, and built from the ground up. Not just about hair. About identity, softness, pride, and belonging. A digital sanctuary where Black women could see themselves reflected in beauty, not just trends.
"Build a space where Black women feel at home — in beauty, in wellness, in community. Make the platform feel like an editorial experience. Make every interaction feel like it was designed for her."
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Instagram followers in 6 months
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App downloads at launch
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Organic community growth
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Strategic brand partnerships
01
Product StrategyConcept to launched MVP — entirely founder-led.
I built the complete product strategy from the ground up: defining the core value proposition, mapping the user journey, architecting the feature set, and building a no-code MVP that brought the vision to life without sacrificing quality or intentionality. Every interaction was designed to feel warm, culturally rooted, and community-first. This wasn't a side project. It was a product built with the same rigor as an enterprise launch.
02
Brand Identity & MessagingNot just a logo — a feeling with a name.
From the name to the narrative, I built CRWND as a culture-first brand. Every element — the logo, the color system, the tone of voice — was designed to reflect softness, sovereignty, and self-expression. The crown wasn't just a visual choice; it was a declaration. The goal was never just a brand. It was an energy that Black women could feel before they could even articulate why it resonated.
"Not just a brand.
A recognizable
energy."
03
User ExperienceCalm, breathable, and culturally affirming at every touchpoint.
I designed the app interface to feel the way a beautifully curated magazine feels — intentional whitespace, editorial hierarchy, and visual warmth. Accessibility and representation weren't add-ons; they were the brief. Every design decision was made through the lens of one question: does this make Black women feel seen? The answer had to be yes before anything shipped.
04
Go-To-Market StrategyA brand ambassador program built on values, not just reach.
I designed and executed the go-to-market strategy around community trust rather than paid acquisition. At the center was a brand ambassador program that recruited voices aligned with CRWND's ethos — women in wellness, beauty, and culture who spoke to the audience authentically. The result was organic momentum that built real community before the app even launched, reaching 20K+ Instagram followers in the first six months.
05
Strategic PartnershipsCredibility seeded from day one through authentic collaboration.
I secured over 20 partnerships with indie beauty and wellness brands — each one selected for alignment in values, not just audience size. These weren't transactional sponsorships. They were collaborations that brought real credibility to the CRWND marketplace, seeded the platform with content from day one, and established CRWND as a curator rather than just a directory. The brand became a trusted source because the brands inside it were trusted too.
06
Brand ExpansionA merch line that extended the brand into the physical world.
To move the brand beyond digital, I developed a full CRWND merch line — from concept to photoshoot. I sourced and produced the apparel, designed the visual identity for every piece, launched an e-commerce store on Shopify, and created gender-inclusive marketing campaigns that reflected the same cultural intentionality as the app itself. The crown wasn't just on the app icon. It was something you could wear.
"CRWND became a creative sanctuary — proof that storytelling can be the product, and community can be the strategy."
— Dominique Jasper, FounderCRWND proved that when you build for a community that has been overlooked, the community shows up. Fully, quickly, and loyally.