For Parra Drums Co., the goal was a website that felt as intentional as Ricardo Parra’s work, boutique drums built one at a time, with clear pathways for custom builds, model exploration, and community. I took his initial concept and developed it into a site experience that feels creative, refined, and product-forward, with story and credibility built into every page.
I led the wireframes and user experience, then built a visual system to support the brand. I defined the color direction, selected typography with a clean, modern feel, and curated photography so the site leaned on real product imagery instead of generic visuals. I also shaped the content hierarchy so visitors land on the essentials fast: the series model lineup, bespoke drum options, and Ricardo’s story and process.
From there, I designed and built the full site structure, including model pages for PURE, BLEND, and HYBRID, a store experience for in-stock drums, and a stronger call-to-action flow for custom requests. I set up and built the contact and request forms, and I helped develop the Community Circle concept to support connection beyond transactions. I also refined website copy with an SEO lens, improving clarity, headings, and discoverability across key pages.
