As a paper spec rep, my favorite projects to work on with designers were identity systems. They always seem to be the ones that offered the most freedom, especially when it comes to paper specification. Typically, once the design elements are established, the focus turns to print and paper. So when it came time to pick the stocks for Parse & Parcel, I figured I got this. After all, paper is my specialty. But like a bride to be planning her wedding, I got so caught up in the details that I forgot my own rule when it comes to identity design – start with the envelope first.