• Amanda Aszman

Designer of the Week: Karla Heredia Martínez

Designer of the Week Karla Heredia Martínez graduated from Universidad Iberoamericana in 2011, and has since worked for four different firms, honing her craft and churning out beautiful branding left and right. Here, she discusses her process, perspective and projects.

Name: Karla Heredia Martínez

Location: México (currently living in Berlin)

Website: under construction / www.behance.net/karlachic

Design school attended: Universidad Iberoamericana, Mexico

How would you describe your work?

I like contrasting everything, not only regarding design—it is my lifestyle. I’m fond of complicating everything and then simplifying it in a nice, subtle and functional way. I try to connect shapes and colors that generally would not work together and find the link. I believe in human design; I like to go hand in hand with “brand/design,” as it is an imaginary relation between “us.”

Where do you find inspiration?

I really don´t know … I just can say that when I have a project, I think of it all day long. I think that inspiration comes only when we work, so I feel that I work whenever I am awake. I try to relate and find the answers I am looking for in streets, in people, in buildings, in music. Then inspiration just comes up. Everything is about connection, to find that connection.

Who are some of your favorite designers or artists?

I cannot mention just a name—I love to find new people and cool projects all the time, I think at least I admire more than 457,367,635,892 designers. (hahaha)

Do you have a favorite among all the projects you’ve worked on?

My favorite projects are the ones [that] rack my brain and push me so hard until I feel proud and satisfied. I experienced that in every project I carried out, for example, when I worked for Futura Studio.

My favorite personal project is “Emilia.” It’s the project in which I have risked the most for the combination of shapes and colors. In fact, I was not very sure at the beginning; I opened and closed the file a thousand times until I fell in love with the result.

Is there a project that stands out to you as having been the biggest challenge of your career so far?

The biggest challenge of my career is not the project itself, but that special moment of my life when I undertook it. I was [experiencing] a really cold and depressing winter in Berlin without designing much when all of a sudden, I started designing “Alba Suarez.” I surrendered to it. I started painting again, and I felt completely happy. The challenge was to realize what really satisfied me while I was designing this project.

What do you hope to accomplish in the future?

I hope to travel a lot, yeah … designing and traveling sounds good. I also hope to start my stationery / ordinary objects brand soon.

What’s your best advice for designers today?

Just like life itself, push yourself to be happy, be better every day, be responsible and kind with every culture, person and with nature. Remember that we are communicators and we have a huge responsibility.

Do whatever you want, but do it with passion.

You don’t design to win awards.

But being able to say Aaron Draplin, Jessica Hische, Pum Lefebure, Ellen Lupton, Eddie Opara and Paula Scher think your work is the best in the country is a hell of a nice feeling.

To take advantage of the PRINT Regional Design Awards EXTENDED Early-Bird savings, enter your work by MARCH 6, 2017.

Draplin image: Leah Nash. Hische: Helena Price. Lupton: Michelle Qureshi. Scher: Ian Roberts.

#beautifulbranding #DesigneroftheWeek #KarlaHerediaMartínez