Gabriela Herman

Who printed it?
This was printed by Smart Press. I’ve used them previously for other promos and have been pleased. 

Who designed it?
My patient and thoughtful husband worked on the piece with me- the perks of being married to a designer! My last big promo was an elaborate fold out poster (which he also designed) so I thought for this one that I wanted to do something else and went with a booklet. I let the images speak for themselves and included very little text, my name doesn’t even appear til page 6.

Who edited the images?
I did with input from various photographer friends (shout out to Steph Goralnick and Mark Wickens). Since I hadn’t sent out a piece in a while, I knew this was going to be more of an overview rather than focusing on just one story. I also wanted to make something that I could send to both editorial and advertising clients. And since this would be going out at the beginning of spring, I knew I wanted colorful, floral and outdoorsy images.

How many did you make?
I had 300 printed. I tend to have a targeted list and send mostly to people who I have worked with or been in touch previously. I’d say only about 20% went out to clients who I had never been in touch with prior. I also included a separate postcard inside with a hand-written note.

How many times a year do you send out promos?
Ideally? I’d send something like this out once a year in addition to a smaller item such as a post card a couple times. In reality- it’s been over two years since I last sent out a physical piece! Work got really busy and then I had a baby, so it is what it is. I, of course, also send out newsletters and individual emails, along with the thousands of other things we do as photographers to get work!