Rare by Design is my independent digital studio, based in Palm Springs, California. It's the operating brand under which I design and build websites, brand identities, and digital systems for clients who need their presence to feel as deliberate as their work.
The studio site itself is a build — a moving identity rather than a static portfolio. Deep plum, gold, animated typography, custom motion. The work speaks before the copy does.
What I do under Rare by Design:
⦿ Full website design and build (front-end and back-end)
⦿ Brand identity and visual systems
⦿ App and Chrome extension development
⦿ Digital marketing infrastructure (analytics, pixels, SEO, dashboards)
⦿ AI product builds and integrations
The studio operates on a simple principle: most freelancers compete on aesthetics or price. I compete on the layer between idea and operational — the messy middle where systems either work or quietly fall apart. Every site I ship includes the surface clients see and the infrastructure they don't.
I built this site for myself at the same level I build for clients, because the studio site is the first conversation every new client has with me.
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The Barracks is a 32-year-old leather-and-brotherhood institution. The owner is relocating from Palm Springs to a 4,600 sq ft space in Phoenix's Melrose District — and the move opens the door to a full rebrand.
I built a single interactive deck giving the client three full strategic directions to choose from, each rendered as its own self-contained brand world inside one URL:
⦿ Solid Alpha — dark, military, badge-forward. The confident anchor, built on the venue's existing brand colors.
⦿ Desert Reborn — warm, editorial, cinematic. A mythic rebirth that leans into "Phoenix" itself.
⦿ The Hide — leather-forward heritage. Gear, hardware, oxblood and brass. The most true to what The Barracks has always been.
Each direction keeps the wolf, the 32-year legacy, and the leather soul — they simply feel like three different nights.
Engineered as a gateway landing with a sticky switcher, each direction loaded as an isolated full pitch deck (iframe srcdoc) so their separate color systems never collide. One URL, three full brand visions, frictionless comparison.
Built end-to-end under Rare by Design. The full interactive deck is available on request.
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