If you scroll through home designer Rafi Inez’s social media accounts–mainly Instagram and Tik Tok–you’ll see video after video of her sketching over tracing paper, improving crappy floor plans after floor plan and creating her own versions that are logical, efficient and coherent.
On the face of it, these videos seem like a traditional content creator doing content creator things. But in fact these videos are more of a public service. That’s because Inez is helping to contribute to the education of the American public about good design.
The average consumer may know what’s trendy–urban aunt, shiplap, maximalism–paint colors and the latest must-haves from any program on HGTV, but they are clueless about proportion, scale, volume and what makes rooms feel special and how something as simple as window placement can affect a space.
Inez has about 23,000 followers on TikTok and another 52,000+ on Instagram. Her educational efforts include one-on-one consultation sessions (which are extremely popular), eight-week intensive home design courses and social media workshops for design professionals.
We recently sat down with the designer to find out about her path to architecture and why she chose this model versus a traditional practice.
Design Vibes: What led you to a career in architecture and design?
Rafaella Ledo-Massey: I wouldn’t say I believe in destiny, but I don’t think my life could have gone any other way. And trust me, I tried. Both of my parents are architects, so from just a few weeks old, I was on job sites and in meetings, absorbing everything around me. I wasn’t just tagging along; I felt like I had an active role in the design and construction process. I knew their clients, gave my opinions on details, and attended every single trade show until my teenage years. Architecture was my world growing up.
When my parents separated toward the end of my elementary years, we relocated to 30A, a scenic coastal highway in Florida’s Panhandle that’s now home to some of the most inspiring architectural communities. We were there before it became what it is today—when Seaside was still filled with locals and longtime vacationers, WaterColor was just breaking ground, Rosemary Beach was taking shape, and Alys Beach was nothing but a mound of sand. By high school, I was part of that transformation, working for a local construction company on classical homes and some more experimental organic designs. It was then that I truly realized design wasn’t just in my environment—it was in my blood.
DS: What was your path from high school to now?
RLM: Leaving high school, I was determined not to follow in my parents’ footsteps. I chose engineering instead. The funny thing? The only engineering discipline that really interested me was materials science—because of its connection to architecture. After a year and a half buried in chemistry books and an engineering internship at Dow Chemical, I had a moment of clarity: I didn’t love what I was doing. What I did love was buildings and the experiences they create for people.
If I wasn’t studying, I was trying to figure out how I could apply materials science to architecture. I was spending my free time in the architecture building, eating lunch on its lawn, and walking by at night just to catch glimpses of students working in the studio. I knew where my passion truly lay. At the beginning of my second year at the University of Florida, I made the switch—and never looked back. From day one, I was completely hooked. The long nights, the countless models—none of it felt like work, just pure joy.
After UF, I transferred to Florida A&M for my professional degree and started a drafting company, creating construction documents for small firms. That experience was eye-opening—it showed me how varied the attention to detail in architecture could be. Some firms poured their hearts into design; others barely gave it a second thought. That realization led me to selling house plans, working with developers on spec builds, and collaborating with clients on custom homes.
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DS: You’ve spent time in some of Florida’s most well-known traditional neighborhoods—Alys Beach, Seaside. What did you learn from them?
RLM: I might know Seaside better than the back of my own hand. It was my childhood playground, but as I grew, it became something more—a real-life design case study. Seaside stands out because, of all the communities along 30A, they really nailed the balance of scale and diversity in their planning. Though it’s a small town, you’ll find pockets of coastal vernacular, Southern classical, quirky townhomes, and neoclassical follies. That variety, I believe, is why Seaside became the hub that it is today.
Rosemary Beach and Alys Beach, on the other hand, are masterclasses in bold architectural details and honest material use. The key to any great design, regardless of style, is how it plays with light and shadow. Those communities understand that concept beautifully—whether through carved openings, oversized brackets, intricate railing designs, or just the simplicity of exposed materials. The result is homes full of life and character—something often missing in modern developments.
DS: Why didn’t you set up a traditional firm focused on custom projects?
RLM: After watching my parents run a firm, I knew that the traditional model would eventually lose my interest. With each project, you start fresh—it’s a cycle that never really ends. Instead, I wanted to build something that allowed me to have a mix of custom projects while also creating flexibility for my other interests (and, let’s be honest, my short attention span).
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DS: Your social media strategy has a strong educational focus. Why did you choose that path?
RLM: I’ve always been obsessed with learning—soaking in anything and everything I can. With my social media, I share what I wish I had known five years ago because, back then, this kind of information was nearly impossible to find.
I want people to see that good design isn’t just about aesthetics—it’s about function, experience and even emotion. By sharing the lessons I’ve learned, I hope to fast-track others’ design journeys and shift perspectives on the built world. Ultimately, I want people to care more about quality and intention in design.
DS: You offer design consulting through your Instagram. What has surprised you about the questions you get?
RLM: I do! I have a full schedule of 1:1 sessions each week, helping people solve their design dilemmas. The most common issues? Tract homes—built with little thought to design—resulting in choppy, awkward spaces and lackluster exteriors. Many of these homes have skyrocketed in price, and now their owners want the design to reflect that value.
I also consult on a lot of new construction projects that haven’t been built yet. Those are my favorite because they’re an opportunity to refine layouts, eliminate awkwardness, and create a better experience before construction even starts.
DS: What common mistakes do homeowners make when designing or renovating?
RLM: Not every space needs to be big! I could scream this daily. People love cozy, intimate spaces when they see them in Architectural Digest, but the moment they see real-life dimensions, they panic and think it’s too small. The thing is, if every room is large, a house starts to feel more like a furniture showroom than a home.
When you rein in square footage, you free up the budget for better materials and details, which ultimately creates a more thoughtful, enjoyable space. The best tip I can give? Start paying attention to your surroundings. Measure rooms that feel right. You’ll be surprised by what actually works.
DS: Where do you draw inspiration for your home designs?
RLM: When I’m not working, I’m either running past homes, driving around looking at them, or buried in design books. I genuinely believe all styles have something to teach us. I could see a Mediterranean Revival home and use its massing as inspiration for a vernacular bayou house (which I’ve done) or spot a postmodern ranch with an incredible stone reveal and apply that detail to a classical design. Inspiration is everywhere—you just have to train yourself to see it in pieces rather than as a whole.
DS: Do you live in a home you designed or renovated?
RLM: When I was a kid, I always asked my mom why we didn’t live in one of her designs. Now, I get it. I live in a condo that I’m constantly experimenting with. It’s my personal testing ground—a studio project within itself, which I’ve come to love.
DS: What would be your dream project?
RLM: I’m actually working on concepts for it right now. At some point, I want to build a modernist compound on the land I grew up on in South Georgia—a space that blends poetic function with vernacular and modern influences. I imagine it as a sculptural retreat, a place to escape life’s complexities and reconnect with nature. It will be soft in texture, yet built to last, with natural light creeping in from all directions.