top of page

*cap & crown : 

client - shea moisture

context - student project, 2020

team - shanelle bautista  + kailee taija needham

*awards - creative conscience 2020; shortlist

challenge :

update an existing product so that it serves a minority.


the product - mortarboards, aka graduation caps.

strategy :

data + insights :

grad caps should be made to fit the wearer, not the other way around.

create a new kind of grad capthe gradband.

grad caps were not made with Black graduates in mind. each year, thousands of graduates with natural hair search for ways to get their caps to fit.

Black students only make up 11% of graduates. in an environment where these students are already marginalized, an ill-fitting grad cap is just another unfair reminder of this.

case film  :

bottom of page