Brand Strategy
& Campaigns

I am a Los Angeles-based Multidisciplinary Creative Strategist and Interdisciplinary Artist who builds magnetic brand ecosystems. I believe the best marketing doesn't just sell a product, it cultivates a radically authentic community. By bridging MFA-level visual storytelling with rigorous data analytics, I translate complex concepts into high-converting, multi-platform narratives for local LA beauty brands and global manufacturers alike. We are the architects here, and this is how we build the world.

Erick Jonathan Guzman

Erick Jonathan Guzman Executive Portrait - Above Rinaldi Labs
Case Study: Above Rinaldi Labs

From Best-Kept Secret
to Industry Authority.

Digital Brand Manager Lead Strategist Art Director
PLAY ANTHEM

The Challenge

Above Rinaldi Labs possessed elite capabilities in cosmetics formulation and manufacturing, but their digital footprint did not reflect their physical power. They were the industry's best-kept secret.

My assignment was to completely bisect their operational structure and reconstruct it for a modern, cosmopolitan, digital landscape. I didn't just market their existing identity; I built it from the ground up. Through deep internal and external analysis, I extracted their true market differentiator and established a comprehensive Brand DNA. Armed with this identity, I architected a strategic roadmap to shift from passive brand awareness to active IP distribution.

Brand Governance & Identity

Establishing a strict visual identity requires understanding the finite line between clinical rigor and aesthetic appeal. I authored a comprehensive Brand DNA guide to dictate typography, color theory, and the Industrial Elegance visual standard.

Performance Metrics

Validated Impact

265K+
Organic Impressions
High-intent brand awareness generated across channels.
79
Unique Leads
137 total conversion events captured in pipeline.
+678%
Audience Growth
Year-over-year expansion of targeted executive reach.
6.61%
Conversion Rate
3.8x above the personal care B2B industry benchmark.
4,468
Web Sessions
Qualified, direct & organic high-engagement site visits.
$125.5K
Production Efficiency
Saved annually via our Visual Engineering Content Studio.

Visual Engineering Studio

Founded the internal Visual Content Studio to direct 100% of 4K cinematic video, studio photography, product briefs, and sales collateral, saving $125,500 in annual external agency retainers.

Omnichannel Expansion & CRM

Connecting physical brand experiences with digital lead capture funnels to establish long-term industry presence.

Monday.com CRM Automation Schematic and Lead Pipeline Architecture
Node 01

Lead Intake Funnel

Automated Klaviyo sequence capturing high-intent LinkedIn traffic.

Experiential

Soho House Exclusive

Curated and produced an exclusive brand event at Little Beach House Malibu, bridging VIP networking with automated digital onboarding.

Little Beach House Malibu Soho House Event Pitch Presentation Cover
Partnerships

Credo-Qualified Webinars

Conceptualized industry thought-leadership streams, positioning ARL chemists as primary authorities alongside Credo Beauty executives.

Beyond the Beaker: Scaling Compliant Chemistry for Retail Credo Webinar Graphic
Production

Tradeshow Architecture

Designed end-to-end booth graphics for Cosmoprof. Spearheaded a physical brand collaboration with global packaging partner Meiyume to secure 100% sponsored components, engineering custom 30ml travel body mist giveaways to drive booth foot traffic into high-converting CRM leads.

Cosmoprof Tradeshow Booth Graphics and Exhibition Display Architecture

Ready to engineer your brand's next era?

Let's build a magnetic ecosystem.