Charizma Co.

Charizma Co. We are a team of enthusiastic, artistic individuals aiming to bring "charizma" to the business world. Brand and art direction with CHARIZMA CO.

Building and managing compelling brands. Contact us for more details or visit our website to consult with us. There's more to a brand then a good photo or a good video. There's a story that has to be told and intention to get through. Visual concepts should only be the byproduct of a good story. They should serve as a form of captivating an audience enough to engage their attention for a few secon

ds so that you can share how you can serve them best. Our company is based on creating visual content-but it's driven by purpose and intention to do so.

08/31/2026

There’s a TED Talk by psychologist Angela Duckworth that I’ve come back to over the years. In her research on what predicts success, one characteristic continued to emerge.

Not IQ.
Not talent.
Not good looks.
Not social intelligence.

Grit.

She defines grit as “passion and perseverance for very long-term goals.”

And I love that because building anything meaningful requires exactly that.

As a business owner, I’ve learned it.
As a brand builder, I see it constantly.
And as a mother of three, I’m trying to teach it.

You don’t build a remarkable business in a week.
You don’t build a trusted brand in a month.
You don’t raise incredible humans in a season.
You don’t become the person capable of carrying your next chapter overnight.

You keep showing up.

Day in.
Day out.

Especially when the results haven’t caught up to the work yet.

That’s grit.

So leaders, before September gets filled with meetings, deadlines, campaigns, school schedules, practices, projects and everything else demanding our attention, I think it’s worth asking:

Where am I trying to go in 2027—and what needs to change now to get me there?

September gives us four months.

Four months to build better habits.
Four months to make the uncomfortable decision.
Four months to finally start.
Four months to become more disciplined.
Four months to strengthen the business.
Four months to build the brand.
Four months to stop waiting for January to give us permission to begin again.

January doesn’t have to change your trajectory.

September can.

Here’s to finishing 2026 with grit—and entering 2027 already in motion.

— Rubi Z.
Brand Builder | Founder, Charizma Co.

08/28/2026

“You’re such a natural.”

It’s one of the greatest compliments you can give a creative.

And also one of the greatest misconceptions about creativity.

Because when someone becomes really good at what they do, the work can start to look effortless.

But effortless doesn’t mean easy.

Behind the 30-second video, the campaign, the photograph, the brand, the words that somehow say exactly what needed to be said—there are often hours of thinking, experimenting, scrapping, refining and starting again.

Running a creative marketing company has taught me that creativity is both a gift and a discipline.

It’s deeply personal work that constantly trains your ego and your humility.

You can spend days building something only to hear, “It’s not quite right.”

You learn that recognition doesn’t always match effort.

You learn how to separate your identity from your ideas.

You learn to receive feedback, refine your instincts and keep creating anyway.

And somewhere along the way, after enough years of practice, failure, observation, experimentation and refinement, something interesting happens:

The hard work starts to look natural.

That’s mastery.

Not creating without effort—but refining your craft so deeply that others no longer see all the effort required to create it.

And maybe that’s one of the greatest responsibilities of becoming excellent at your craft:

To create in a way that awakens the artist in someone else.

So yes, call us naturals.

Just know there were probably a few thousand hours behind it. 😉

08/27/2026

Think about how many hours, conversations and meeting minutes are devoted to what’s wrong.

What’s the problem?
What isn’t working?
Why are numbers down?
Where did we miss it?
What could go wrong?

And yes—we need those conversations. Good leadership requires us to be realistic about where we are.

But what if we gave just as much intellectual energy to what could go RIGHT?

What’s working that we could build upon?
Where is there untapped opportunity?
What solution haven’t we tried yet?
What could we invest in?
Where could we innovate?
What would create momentum?
What idea would we be excited to execute?

There’s a difference between ignoring problems and refusing to let problems dominate the room.

I’ve been thinking a lot about the energy we give things in business.

Because whatever consistently receives our attention tends to grow.

So what’s growing in your business right now?

Hesitation or decisive action?
Scarcity or investment?
Stagnation or momentum?
Risk avoidance or opportunity?
Problem identification or solution development?

Maybe the next meeting doesn’t need another 45 minutes devoted to everything that’s wrong.

Maybe we acknowledge what’s real—and then spend the majority of our time building what could be right.

So, shall we try overthinking the good stuff in September and see what happens?

08/26/2026

Today I had my first full consultation at the Morro Bay Studio.

I sat across from a business owner in the San Luis Obispo area who is growing, expanding and trying to determine what the next version of his company should look like.

And I was reminded why I will never get tired of this part of my work.

There is something incredibly meaningful about hearing where someone currently is, where they aspire to be—and then being trusted enough to challenge some of the thinking in between.

Because strategy isn't always about giving someone more ideas.

Sometimes it's about questioning the ideas they're already attached to.

And that requires trust.

There is a very careful dance that happens in these conversations. As a strategist, I have to see beyond what currently exists while still respecting the person who built it. I have to know when to challenge, when to listen, when to push a little further and when I've earned enough trust to say, "I think there's another way."

I wish people could see more of what happens in these rooms.

The weight leaders carry.
The decisions they're trying to make.
The people they're considering.
The risks they're calculating.
The vision they're trying to articulate.
The moment when something we've been talking through suddenly clicks.

Not all of that can be captured in a case study, a deliverable or a before-and-after.

And maybe that's why it's sometimes the hardest part of what we do to "sell."

Because I'm not really selling that part.

It's the privilege of the work.

To sit across from another person, hear their story, understand their purpose and be invited into a moment where they're deciding:

Where do we go from here?

Today, sitting in the Morro Bay Studio, I felt incredibly grateful that this is part of what I get to do.

— Rubi Z.
Charizma Co.

There’s something powerful about getting to build a brand over time.You don’t just create something and move on.You list...
08/19/2026

There’s something powerful about getting to build a brand over time.

You don’t just create something and move on.
You listen. You learn. You strategize. You create. You test. You refine. And then you do it all over again—with more information, more clarity and a deeper understanding than you had before.

That’s where the compound effect of great marketing begins.
One strategy meeting builds on the last. One production informs the next. One idea becomes a campaign, a visual language, a story—and eventually, something people begin to recognize, trust and connect with.

Today we sat down with the Balfanz Mortgage team to listen to what they’re seeing in real time: what’s working, what’s changing, what their clients are experiencing and where the opportunities are ahead.

Because the closer we can get to understanding the people, the business and the market, the more intentional we can become with what we create next.

Looking back at the evolution of Balfanz Mortgage makes us even more excited about where we can take it from here.
Brands aren’t built in one production.

They’re built in layers and we’re excited for the next one. Balfanz Mortgage

There’s something powerful about getting to build a brand over time.You don’t just create something and move on.You list...
08/19/2026

There’s something powerful about getting to build a brand over time.

You don’t just create something and move on.

You listen. You learn. You strategize. You create. You test. You refine. And then you do it all over again—with more information, more clarity and a deeper understanding than you had before.

That’s where the compound effect of great marketing begins.

One strategy meeting builds on the last. One production informs the next. One idea becomes a campaign, a visual language, a story—and eventually, something people begin to recognize, trust and connect with.

Today we sat down with the Balfanz Mortgage team to listen to what they’re seeing in real time: what’s working, what’s changing, what their clients are experiencing and where the opportunities are ahead.

Because the closer we can get to understanding the people, the business and the market, the more intentional we can become with what we create next.

Looking back at the evolution of Balfanz Mortgage makes us even more excited about where we can take it from here.

Brands aren’t built in one production.
They’re built in layers.

08/12/2026

Charizma didn’t become what it is today because we set out to do everything.

It evolved because we kept paying attention.

When we began in 2020, the vision was brand development brought to life through visual arts—photography and film that didn’t just look beautiful, but actually reflected who a brand was, who it was speaking to and where it was going.

Then we started doing the work.

And the closer we got to our clients, the more we could see.

A strong brand needed a visual identity to support it.

Beautiful photography and film needed intentional design around it.

And eventually, all of those beautifully crafted pieces needed someone to actually carry them into the world.

That last one took me a while.

I resisted management because it wasn’t what I originally envisioned for Charizma. Until I realized we could spend months developing the strategy, crafting the story, creating the visuals and packaging something incredible—only for a client to say:

“Okay…now what?”

Because they didn’t necessarily have the time, team or expertise to execute it consistently.

And great work sitting on a computer isn’t doing much for anyone.

So we evolved again.

What I’ve realized six years into building Charizma is that some of our greatest growth hasn’t come from asking, “What else can we offer?”

It has come from asking:

“What does this brand actually need?”

That question has shaped us.

Brand development. Visual arts. Design. Content. Management. Strategy. And a growing collective of talented people who can step into one vision and help carry it forward.

Our clients have had a significant hand in building Charizma.

They showed us the gaps. We were determined to deliver.

This is a clip from the Paris Davis Podcast, where I had the opportunity to be a guest and share an insightful and inspiring conversation with Paris. Stay tuned for more.

08/10/2026

Storytelling marketing takes a slightly different approach than marketing alone.

It asks you to go deeper.

WHO are you speaking to?
WHY are you saying what you're saying?
WHAT is the story?
And why does that story need to be told?

With every brand strategy and every content development approach, you have to find the story first.

Then, you have to document the process in a way that allows the visuals to connect to the story you're trying to tell.

You have to understand your audience—the way they think, the way they move, what matters to them, what they're looking for, and what they need to hear from you.

And yes, your brand may have multiple audiences.

But that doesn't mean you should be speaking to all of them at the same time.

Every release should have someone top of mind. A specific person. A specific perspective. A specific reason for communicating.

That's a deeper conversation for another day.

But once you know who you're speaking to, learn their voice. Understand their position. Step into their world.

Then speak directly to them.

Because every message matters.
Every visual matters.
Every frame matters.
Every word matters.

You can have all the right elements and still tell the wrong story.

Remember:

If you're speaking to “everyone,” you're speaking to no one—and you may completely miss the audience that's waiting for you on the other side.

You'll miss the mark of marketing.

(Featuring Client Project for Central Academy of Arts and Technology)

Address

Bakersfield, CA

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 2pm

Telephone

+16615498682

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