Info
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Lionell Guzman is a graphic designer based in Los Angeles, CA. He specializes in visual identity, general design and motion design.
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📬︎ = lionellguzman@gmail.com
📬︎ = lionellguzman@gmail.com
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Psych Blues Film
Industry: art supply/creative goods
Role: graphic designer, motion designer
Scope: brand visual identity, packaging design, print/digital collateral
Psych Blues Film is a DIY film company that creates and sells hand-manipulated 35mm and 120 film rolls, celebrated for their vivid distortions, chemical burns, and unpredictable textures. They needed a visual identity and packaging system that not only reflected the experimental nature of their product but also appealed to analog photography enthusiasts.
The outcome blends psychedelic influences with a contemporary minimal aesthetic, reflecting the brand’s experimental approach to analog photography. Inspired by 1960s–70s poster art, the warped holographic typography captures the playful, dreamlike qualities of the film rolls, while the clean layout provides modern clarity. I also aimed to preserve a subtle DIY feel, reinforcing the handmade, experimental nature of the product. This balance of retro psychedelia, contemporary design, and DIY sensibility creates a distinct “psychedelic modernism” style that feels both nostalgic and forward-looking.
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Victoria HK
Industry: fashion/apparel
Role: graphic designer, motion Designer
Scope: print/digital collateral
Victoria is a streetwear brand that has been influential in shaping the contemporary skateboarding scene in Hong Kong. They approached me to help visually express their brand in an authentic and culturally grounded way. My role was to design graphics that not only connected to the immediate cityscape they live in, but also drew from Hong Kong’s broader history and cultural identity. By doing so, I was able to create a visual language that felt both true to the brand and resonant with the community they represent.
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Soundcloud
Industry: music streaming/distribution
Role: graphic designer
Scope: digital collateral
SoundCloud is an online audio distribution platform and music-streaming service. I was hired to create visual designs for thier content series called Scenes that showcases emerging artists and their cultural impact. As I was creating concepts I focused on keywords like connection, channels and collaboration.
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Naptime
Industry: fashion/apparel
Role: graphic designer, motion designer
Scope: brand visual identity, print/digital collateral
Naptime is a vintage baby & kids wear clothing shop based in New York City. I worked with them to develop their premier visual identity along with a comprehensive set of print and digital brand assets.
My approach centered on translating their vision of playful nostalgia into a cohesive system that could scale across packaging, retail, and digital platforms. Drawing on the expressive character work of 1970s cartoons and typographic experimentation of 1990s, I delivered a modern identity that balances childlike charm with a polished, versatile framework for long-term brand growth.
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Other Projects
A collection of more and mostly smaller projects for various clients that I’ve clumped together to keep this site tidy. I’m going to keep info short on these ones.
Client: Chuddy’s
Role: Graphic Designer
Role: Graphic Designer
Client: Chez Boris Studio
Role: Motion Designer/Illustrator
Role: Motion Designer/Illustrator
Client: Bronze 56K
Role: Graphic Designer
Role: Graphic Designer
Client: Stern Records
Role: Graphic Designer, Logo Designer
Role: Graphic Designer, Logo Designer
Studio: Chez Boris Studio
Client: Urban 95 Academy
Role: Motion Designer
Client: Urban 95 Academy
Role: Motion Designer