Kelli Richardson Lawson

Kelli Richardson-Lawson is an Emmy Award-winning creative visionary and entrepreneurial business leader with a profound devotion to family values, joy, and empowerment. She is founder and CEO of the Joy Collective and the SonRise Project. With over three decades of experience, Kelli has consistently championed change, impacted lives, and invested in communities of color. Her unwavering commitment to creating a world filled with joy and possibility shines through in her work and resonates deeply with those she touches.

Kelli is a work in progress, just like the parents she serves through The SonRise Project. She understands the journey of uncertainty, heartache, and resilience that comes with having a child struggling with mental wellness. With compassion and unwavering determination, Kelli has dedicated her life to empowering and uplifting Black parents facing similar struggles.

Guided by the power of family, Kelli founded The House of JOY and The SonRise Project, organizations that embody her core values and aspirations. House of JOY, formerly known as JOY Collective, is a Black and woman-owned cultural insights, marketing, and creative agency that thrives on uplifting brands while fostering meaningful connections. Through House of JOY, Kelli has built bridges, sparked conversations, and led groundbreaking campaigns for esteemed brands like Dove, BET, OWN, Disney, AARP, and more. Her work has become a testament to the transformative power of authentic representation and positive change.

Driven by her deep compassion for mental wellness and addiction issues, Kelli established The SonRise Project, a non-profit organization dedicated to supporting Black parents facing these challenges with their children. Anchored in her family values, Kelli hosts weekly calls, providing a nurturing and inspiring space for parents to connect, share experiences, and offer support. These calls become a lifeline, fostering understanding, compassion, and resilience in the face of adversity. The SonRise Project also extends its impact through specialized calls called “Sunset Sessions,” focused on aging parents, and "Survivor Stories," where Black teens and young adults bravely share their journeys of triumph over suicide. Recognizing the life-changing potential of this initiative, the Oprah Winfrey Network collaborated with Kelli to create The SonRise Project podcast series, amplifying its reach to a nationwide audience.

Kelli's extraordinary contributions extend throughout her illustrious career in media. As a trailblazer at BET, she revolutionized the marketing organization, spearheading award-winning creative campaigns and orchestrating monumental events such as the BET Awards and Hip Hop Awards. Her visionary leadership earned her numerous accolades, including BET's first-ever Emmy Award and recognition from esteemed organizations like Telly, Promax, BDA, NAMIC, CTAM, CTPAA, ANA, and NAACP Image Awards.

Her dedication to service and exceptional impact have garnered Kelli multiple prestigious honors. She has been listed on the EBONY Power 100 and received the Anthem Award for The Ad Council's "Tuskegee Legacy" COVID-19 vaccine education campaign. The CROWN Movement, an initiative she co-created to end hair discrimination, earned her a Black Women's Agenda Award, Links Presidential Impact Award, and other notable distinctions. Kelli's achievements include several MARCOM, PR Week, and NBCSL Nation Builder Awards, recognizing her significant contributions to marketing, communications, and social impact.

Kelli proudly traces her roots back to Howard University, where she received her education. As a 35-year Diamond Life member of Delta Sigma Theta Sorority, Incorporated, she remains steadfast in her commitment to making a difference. Alongside her husband and two sons, Kelli resides in Bethesda, Maryland, embodying her unwavering belief in the transformative power of family values, joy, and empowering others. Through her tireless dedication, Kelli continues to inspire, uplift, and create lasting change, one meaningful connection at a time.