PaperSpecsGallery.com Presents: Haley Garza Identity (Video)
Of all the challenges you face as a designer, there’s probably none greater than that of branding yourself. How do you sum up who you are, both as a person and a brand, in just a few well-chosen graphic elements? Rather than getting all hung up on this, Austin’s Haley Garza narrowed her focus by concentrating on a single color, an attention-grabbing emboss, and a quality paper.
Neenah’s Royal Sundance is the workhorse sheet here, its felt finish telling your fingertips that these identity materials represent a designer of taste. Says Haley, “I wanted to incorporate my love of all things white — sheets, towels, plates, etc., especially nice white paper.”
What I love about these materials is just how much the designer trusts the paper to tell her story — everything is completely low key. The résumé tells you everything you need to know in a minimalist way, yet arrives folded touting the yellow pattern she uses throughout, the embossed belly band alone transforming it into something greater than the sum of its parts.
To watch Sabine Lenz discuss Haley Garza Identity click here or on the video below:
“I wanted to create a design true to myself,” says Haley. “At the time I designed these, I had just realized my new affinity for folding. Plus, at the age of 30, I finally figured out my favorite color, which is mustard yellow — also, the color of my IKEA kitchen cabinets. In addition, involving texture through embossing, I felt, gave all the pieces a breath of freshness and life.”
Sabine Lenz is the founder of PaperSpecs.com, the first online paper database and community specifically designed for paper specifiers.
Growing up in Germany, Sabine started her design career in Frankfurt, before moving to Australia and then the United States. She has worked on design projects ranging from corporate identities to major road shows and product launches. From start-ups to Fortune 500 companies, her list of clients included Oracle, Sun Microsystems, Deutsche Bank, IBM and KPMG.
Seeing designers struggle worldwide to stay current with new papers and paper trends inspired Sabine to create PaperSpecs, an independent and comprehensive Web-based paper database and weekly e-newsletter. She is also a speaker on paper issues and the paper industry. Some refer to her lovingly as the "paper queen" who combines her passion for this wonderful substrate called paper with a hands-on approach to sharing her knowledge.