The Identity Workshop
Make is where hidden identity becomes digital experience.
A website decides what comes forward.
A brand decides what it is willing to be known for.
A media system decides what kind of attention it asks from an audience.
Make is where David's work in visual attention, writing, systems, sport, equipment, and public identity becomes something built.
Not agency polish.
Not a services menu.
A way of arranging attention until the work feels unmistakably itself.
What is this trying to become?
Design teaches attention.
Most projects do not fail because they need more decoration.
They fail because the deeper identity has not been made visible.
The public surface may be busy, beautiful, technically correct, or full of the right phrases, and still not feel true.
The work begins by asking what is really underneath:
- what the thing is
- what it is not
- what people should feel immediately
- what needs proof
- what should be held back
- what belongs in the center
- what has been overexplained because it has not been properly seen
Digital work with a center of gravity.
Make can hold:
Brand identity
Finding the ethos, posture, language, and visual logic that make a brand feel specific.
Websites
Building public surfaces that carry hierarchy, rhythm, proof, story, and action without becoming generic.
Marketing systems
Creating the structure around how a thing is introduced, explained, remembered, and returned to.
Media systems
Shaping podcast, broadcast, event, and content surfaces so the audience understands what matters.
Guided digital experiences
Using modern tools and structured knowledge when they help people navigate complex material more intelligently.
Proof as source, not spectacle.
The work should show how attention becomes structure.
The current source set points to several project areas that can support this page:
Perazzi USA Website
A brand and website project tied to a serious equipment identity and the way a product, a company, and a shooter relationship are made legible.
Archetype Analysis
A brand-analysis layer that studies identity beneath appearance: what kind of presence a brand carries, what it signals, and what it should stop pretending to be.
PerazziGPT
A guided knowledge and LLM project that suggests how technical product knowledge, fit, feel, and decision-making can become a more usable digital experience.
The Champions Network and media systems
Live coverage, sport commentary, and broadcast surfaces as part of how a sport learns to present itself.
From surface question to deeper identity.
The first question may sound practical:
We need a website.
We need a better brand.
We need a way to explain the project.
We need a system for the audience.
But the better question usually sits underneath:
What is the identity trying to say before it has the right form?
What feels false?
What proof matters?
What is the audience being asked to notice?
What should the system make easier to understand?
What would make this feel human, specific, and inevitable?
Image-making becomes interface.
Visual attention does not stop at photography.
It becomes composition, rhythm, interface, hierarchy, spacing, media sequence, caption, transition, and the order in which a visitor learns the truth.
A frame asks the eye to stay.
A page does the same thing.
Build from the thing that is not yet clear.
Bring the brand, website, media system, or project that does not yet feel like itself.
Bring what is unresolved.
Bring the material that has been circling the center.
The work begins there.