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
From Best-Kept Secret
to Industry Authority.
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.
Strategic Roadmap
A visual executive summary detailing the transition from a reactive fixer lab to a proactive innovation accelerator. This roadmap outlines the data audits, the CRM pipelines, and the content operations cycle used to capture and nurture high value B2B leads.
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.
Validated Impact
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.
Merging AI-assisted concepting with custom layout design to construct high-engagement editorial carousels, founder media kits, and brand manifestos. I translate dense technical research into modular, shareable visual systems, positioning company executives not just as contract producers, but as industry innovation partners.
Beauty Independent Feature
Authored and photographed an investigative B2B autopsy on Cosmoprof 2026 for Beauty Independent. The feature deconstructs global contract manufacturing trends, FDA compliance traps, and the rise of PDRN (salmon DNA) cellular science.
Read Published Feature →
Designing high-converting keynote presentations, executive sales decks, and technical spec frameworks for industry engagements. I specialize in translating complex cellular science, formulation mechanisms, and multi-tier organizational structures into clean data visualizations, luxury editorial layouts, and clear commercial assets.
Omnichannel Expansion & CRM
Connecting physical brand experiences with digital lead capture funnels to establish long-term industry presence.
Lead Intake Funnel
Automated Klaviyo sequence capturing high-intent LinkedIn traffic.
Soho House Exclusive
Curated and produced an exclusive brand event at Little Beach House Malibu, bridging VIP networking with automated digital onboarding.
Credo-Qualified Webinars
Conceptualized industry thought-leadership streams, positioning ARL chemists as primary authorities alongside Credo Beauty executives.
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.
Ready to engineer your brand's next era?
Let's build a magnetic ecosystem.

















