about us

The Elevation Project began in 2015 as more than a nonprofit — it was personal.
Co-founded by LaTrista Webb and James Smith, the organization was born at the intersection of personal experience, systemic injustice, and an unshakable belief that people deserve more than punishment — they deserve possibility.
LaTrista had already been studying mass incarceration when life made the work deeply personal. James was incarcerated, but he was far from idle. From inside, he was brainstorming, writing, building ideas that would later become the core of The Elevation Project’s programming.
Together — from two different sides of the prison walls and two totally different backgrounds — LaTrista and James created something rare: a reentry and justice reform program by and for impacted people.

OUR FOUNDERS

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LaTrista T. Webb

Thought Leader
Criminal Justice Reform Advocate
Systems Disruptor

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LaTrista T. Webb is a visionary leader and nationally recognized advocate for criminal justice reform. As the Founder and Executive Director of The Elevation Project, she has redefined what reentry looks like--turning another chance into real opportunities for individuals impacted by the justice system. A fearless strategist and public voice, LaTrista challenges outdated policies, mobilizes communities, and works to dismantle systemic barriers that perpetuate cycles of incarceration.

Shaping the National Conversation on Justice Reform

LaTrista is at the forefront of redefining reentry and public safety, amplifying voices that are too often silenced. Through her work with The Elevation Project, she has pioneered innovative programs, policy initiatives, and media campaigns that don’t just rehabilitate individuals—they shift societal perceptions and demand systemic change. Her impact has been featured on major media platforms, positioning her as a trusted expert on justice reform, reentry solutions, and economic empowerment for returning citizens.

A Force for Change & Policy Innovation

With a background in forensic social work, LaTrista brings both lived experience and academic expertise to the fight for equity in the criminal justice system. She collaborates with policymakers, legal professionals, and grassroots movements to advocate for sentencing reform, Clean Slate policies, and economic justice for system-impacted individuals. Her leadership extends beyond direct service—she is reshaping public policy to create real, lasting change.

Sought-After Speaker & Media Contributor

A compelling storyteller and thought leader, LaTrista is a sought-after speaker for national conferences, panels, and media outlets covering justice reform. She has been invited to speak on the intersection of reentry, economic mobility, and racial justice, offering bold insights that challenge the status quo. Whether testifying before policymakers, engaging with journalists, or speaking to national audiences, her voice is a catalyst for courageous conversations and transformative action.

Redefining What’s Possible

LaTrista’s work is a testament to what’s possible when systems are challenged and communities are empowered. Through her relentless advocacy, strategic vision, and ability to mobilize movements, she is leading the charge for a more just, equitable, and restorative future.

For media inquiries or speaking engagements, contact: Rachel McCrae

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James A. Smith

Entrepreneur
Reentry Mentor
Justice System Changemaker

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James Smith is a respected business owner, mentor, and voice for reentry transformation, whose journey from incarceration to entrepreneurship serves as a powerful example of resilience and purpose. After spending 17 years in a Pennsylvania State Correctional Institution, James returned home determined to build a better future—not just for himself, but for others walking a similar path.

He is the founder of HLS Moving and Hauling Company, a thriving business named in honor of his late mother, whose memory continues to inspire his work. Today, James serves as a guiding presence at The Elevation Project, where he oversees the advisory board and acts as a mentor to participants in the Transformative Business Center. His leadership is rooted in lived experience, and his impact is felt in every quiet moment of encouragement and every bold example he sets.
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Known as a “silent force”, James is deeply respected for his ability to lead with humility, integrity, and quiet strength. He is a steady presence in the lives of justice-impacted individuals, offering not just practical support but a living example of what’s possible after incarceration. He often reminds young people, “It’s easy to go to jail, but hard to get out”—a reminder of the stakes, and the need for systems that support redemption.
James Smith continues to shape the future of reentry by building businesses, mentoring change-makers, and showing that chances aren’t just possible—they’re powerful.

For media inquiries or speaking engagements, contact: Rachel McCrae

Two older men with gray beards standing outdoors on a sunny day, one wearing sunglasses and a black T-shirt with a cartoon bunny and the words "Lucky Charm," and the other wearing a white T-shirt with a graphic of a stairway and the word "Elevation". There are trees, parked cars, and people in the background.
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our staff

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Donald Brown brings over two decades of lived experience within the prison system to his role as Prison Support Coordinator. After serving more than 20 years incarcerated, Donald returned home determined to turn his resilience, discipline, and commitment to community into meaningful change.

In his position, Donald provides guidance, advocacy, and resources for justice-impacted individuals navigating reentry. His firsthand knowledge of the challenges people face after incarceration allows him to connect with participants on a deeper level, offering both practical solutions and personal encouragement.

Beyond his work in reentry, Donald is the proud owner of Doobie Bro’s BBQ, a growing food business known for its bold flavors and authentic, slow-smoked style. His journey from incarceration to entrepreneurship is a testament to his belief that second chances aren’t just possible—they’re powerful.
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Donald’s life’s work reflects his mission: to help others rebuild, reclaim their futures, and create opportunities where they once seemed impossible.

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