For Cornel Beard, creativity has always been a calling. From sketching T-shirt ideas in high school to leading branding campaigns for cultural institutions, the founder of Charizma Agency has carved out a space where design becomes a vehicle for impact, identity, and legacy.
Beard’s path to entrepreneurship wasn’t linear. After struggling academically in high school, he joined the U.S. Army, where he served for six years. “I didn’t stop drawing, though,” he said. “I ended up designing tattoos and shirts for people I was stationed with. That creative drive never really left.”
After completing his service, Beard enrolled at Concordia University to study graphic design and later earned his graduate degree from the Minneapolis College of Art and Design (MCAD). As he transitioned from agency jobs to freelance work, he began envisioning something bigger: a team of culturally rooted creatives committed to advancing stories that matter.
In December 2022, Charizma Agency officially launched. Two and a half years in, the firm works across brand identity, web design, campaign development, and creative strategy — serving clients like the Black Collective Foundation MN, 3Sixty Sports, and Carbon Sound through NPR.
“We believe anything that can be designed, should be designed,” Beard said. “But the goal isn’t just visual excellence, it’s pushing culture forward.”
Charizma is currently made up of a contractor-based team of three to five people, with two new hires slated to begin in August. The agency has found its niche helping organizations and movements tell stories rooted in community and authenticity.
“Working with Black Collective Foundation MN has been one of the most consistent and rewarding partnerships,” he said. “Whether it’s Juneteenth campaigns or upcoming conferences, the goal is always the same — design that moves people.”
The name “Charizma” is as intentional as the work behind it. “It’s rooted in sound and science; those memorable letters like K and Z that stick with you,” Beard explained. “But it also reflects how I led as a young soldier: not by yelling, but by being someone people wanted to follow. That’s what charisma means to me — authentic leadership.”
As a father, Beard says legacy is never far from his mind. “I think about the work I’m doing today and how it shows up for my son tomorrow. Whether I’m up at 2 a.m. or wrestling with hiring decisions, that vision of legacy keeps me going.”
In today’s design world, Beard sees a growing trend he loves: storytelling through video, animation, and user-generated content. “People are realizing their stories matter, and with technology, it’s easier than ever to share them. I encourage clients to lean into that — real stories, real voices.”
While being a Black business owner in 2025 is “crazy at times,” Beard wouldn’t trade it. “There’s a lot happening in the world. But to wake up every day and build something from an idea, and then help others do the same — that’s a blessing.”
You can learn more about Beard’s work at www.charizma.agency, or follow the agency on Instagram at @charizma.agency.