Annandale, VA

571 451 9230

HERBIG IDEA is a creative studio comprised of WHITNEY LYLE and SAM HERBIG. Whitney is a designer who loves to create books, packaging, and do more crafty projects in her spare time. Sam is a film electrician who loves to take photos tirelessly, while finding time on the side to create maps in various mediums (a long-standing hobby, starting with his 3-d topographical map of his hometown, Tübingen, Germany in elementary school).

Together, Whitney's big picture ideas and Sam's impeccable attention to detail, they pull prints in a print shop or set-up a makeshift photography studio. They love to generate ideas and find ways to execute them. 

About Us

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In Tübingen, photo by Sam   

In Tübingen, photo by Sam


The one thing I know about myself more than anything else: Being creative is the most sure way to make myself happy. I try to do it as much as I can — in my role as a Creative Director at Great Minds, while I worked for Scholastic, doing freelance projects, or creating more personal work on the side. I married to my favorite person in the world in June 2012 and we continue to find new ways to put our creative energy together. We spent several months in 2014 traveling the United States (in pursuit of creative ideas, good food, and new experiences) and moved to Berlin in August 2014. After a few fun months of assimilation we moved further south to Esslingen, a picturesque medieval town outside of Stuttgart. Now we're in the Washington D.C. area, this time with a the newest Herbig in tow — Ruby!


I've been using Photoshop since 2002, Illustrator since 2003, and InDesign since 2004 and I'm very proficient with all three programs.

I designed book covers for five years and I have many years of experience in print production from "New Document" til "Proofs Approved". I also love to do typesetting and text design. At the end of those processes, it's really gratifying to be able to put all these elements together and to hold a printed book in my hands.

I have been a lover of printmaking for a very long time and hope find time to do that more in the future. The projects I feature in my portfolio are woodcuts and silkscreening, but I also love linoleum and plan to try my hand at letterpress someday.

Upon moving to Germany I worked hard to learn German and can manage most conversations at this point. While living there, I worked with the German American Center (DAZ) in Stuttgart in various capacities as the token American. I got to meet lots of Germans, and teenagers in particular. I enjoyed talking with them about what their lives were like and answer their questions about life, politics, and culture in the States.

On the side, I cook a lot and enjoy attempting new dishes and learning different methods for improving food I already have in my repertoire. I take pride in knowing I have a few "restaurant quality" meals that I can make and even mistakes don't taste too bad most of the time. 

If I'm not doing any of the above, I may be reading magical realism, crafting (anything from wrapping paper to burlesque tassels), exploring new places, or simply spending time with my husband and daughter.



In the Alps, photo by Whitney

In the Alps, photo by Whitney

I try my best to surround myself with the people I value and the things that can stimulate me to keep exploring. I spent my post graduation years working in the New York film industry as a lighting technician. I've found that work to bring me together with many interesting and talented people as well as a ever changing environment. 

I found myself a partner in crime and decided to do the next big thing: quit living in New York. 

In the spirit of true explorers we worked out a road trip across the United States, before we finally moving to Germany in the late summer of 2014. It was important to me, because before finding a new place to call home, I wanted to see how to other people live: How does one decide this place is better than that one? What do I do to make my life, our life, more fulfilling?

For a complete switch, from 2015-2017 I was cutting my teeth as a media planning technician in Stuttgart; learning about the architectural, media, and lighting design of exhibitions, showrooms, and trade shows. Now I'm back on the east coast, doing film lighting and other photographic work.


I bring with my upbringing and schooling a free thinking point of view: When I'm going to find a solution to a problem, I'll find it through making it my own. 

I'm a visual guy: Photos and Video have been in my blood ever since I can remember. I'm intrigued by the way the world fits together, the geometry of it all. Taking pictures and making maps for example are the ways I study and learn. I relentlessly catalog and tag the photos I take using Lightroom.

I am technically minded. You kind of have to be if you want to mess around with electricity, heavy equipment, lights and computers, right? And in Spring 2015 I started using VectorWorks so that my ideas can have a concrete plan.

I like to see things through. Being tasked or tasking myself with a project, a dream or a responsibility to me means respecting whatever that may be. Continuously checking and re-checking (and then adjusting if need be) a project gives me the sense of satisfaction in life I seek.