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 [Get Swatchbook] 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.
“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.”
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