PORTFOLIO | RAW | 2016–2020
ACADEMY OF ART UNIVERSITY
elizabeth chavez , bfa
PORTFOLIO | RAW | 2016–2020
ACADEMY OF ART UNIVERSITY
elizabeth chavez , bfa
ELIZABETH CHAVEZ,
B FA
PORTFOLIO | RAW | 2016–2020
© 2020 ELIZABETH CHAVEZ All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic methods, without the prior written permission of the publisher. Images and text have been used exclusively for inspiration and educational purpose. 004
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dedicated
I’d like to dedicate this portfolio to my family and friends for all their love and support.
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contents 01:08 ADIDAS ANNUAL REPORT 2020 008–029 02:08 ‘D’ IS FOR DRAG 030–047 03:08 GROOVEFEST’20 048–069 04:08 SPIRIT AIR 070–091 05:08 SIREN SKIN CARE 092–107 06:08 DELTA9 EDIBLES 108–121 07:08 CLEANTHIZZLE 122–139 08:08 HUMANITY UNITED GIVING 140–199
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B FA
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project one
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
course
objective
Visual Systems 2
Create a new campaign for a brand to compile into an annual report. Create awareness and action around the brand’s operations, their impact on the community and the environment.
project
Corporate Social Responsibility
solution instructor
Jessica Peltz semester
Fall 2019
Build a better tomorrow; through sport, we have the power to change lives. One third of the globe’s youth is bullied. Being a good sport should go beyond the field of play, it should also apply to everyday interactions with others. The mission of this campaign is to stand up to bullying, inform the many benefits of playing sports, and emphasize friendship. keywords
Teamwork Empowering Energetic
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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PROJECT ONE | ADIDAS ANNUAL REPORT 2020
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project two
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
course
objective
Visual Systems 1
Choose a topic to raise awareness for with a music festival or concert benefit. Create graphics, website, posters, and merchandise for the event. To inform and provide resources on the topic.
project
Concert Benefit instructor
Troy Alder semester
Spring 2018
solution
Because of the complex nature of Alzheimer’s disease, it doesn’t affect all groups of people equally. It is also the fourth leading cause of death for older African Americans. The goal for this benefit concert is to provide information and resources about the disease. To give hope for finding a cure, the selection of music is the 70’s era of music. The upbeat, groovy tunes will get the audience off their feet. keywords
Nostalgia Cheerful Optimistic
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
Groovefest‘20
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
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PROJECT TWO | GROOVEFEST’20
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project three
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
course
objective
Strategies for Branding
Choose a brand to revitalize in order to reintroduce the brand. Establish a new identity and designs to be compiled into a graphic standards manual.
project
Brand Revitalization solution instructor
Thomas McNulty semester
Spring 2019
Travel is constantly evolving. Travelers are a diverse breed as the needs to travel vary. In order to keep up with the wants and needs of the consumer, Spirit Air has a fresh look that communicates convenient flights with honest prices. No matter the destination, all are welcomed at Spirit Air. keywords
Welcoming Affordable Modern
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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PROJECT THREE | SPIRIT AIR
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project four
ALL THAT GLITTERS IS A
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QUEEN
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
course
objective
Typography 3
Choose experimental artists to compose research and images for a conceptual book. Create graphics and organize information and imagery to inform the reader about the subject.
project
Conceptual Book instructor
William Culpepper semester
Fall 2018
solution
Teach the reader everything from the definiton of drag, who takes part in it, and its history. Using two vibrant colors, pink and golden yellow, to help tell the struggles of the LGBTQIA+ community in addition to all the glitz and glam of drag. keywords
Vibrant Glamorous Resilience
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
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PROJECT FOUR | ‘D’ IS FOR DRAG
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project five
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P R OJ E C T F I V E | S I R E N S K I N C A R E B Y S TA R B U C K S
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PROJECT FIVE | SIREN SKIN CARE
course
objective
Package Design 3
Create a skin care line for a brand with a design that resembles what that brand would create. Show three different size products and a display stand.
project
Skin Care Line solution instructor
Thomas McNulty semester
Fall 2019
Coffee is a great way to start of your morning, but it also provides beauty benefits to promote better skin care. These benefits have lead Starbucks to this opportunity to create a skin care line that any fan would be proud to own. The delicious, iconic beverages have inspired the sleek, new collection in both color and silhouette. keywords
Contemporary Iconic Sleek
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PROJECT FIVE | SIREN SKIN CARE
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PROJECT FIVE | SIREN SKIN CARE
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PROJECT FIVE | SIREN SKIN CARE
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PROJECT FIVE | SIREN SKIN CARE
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PROJECT FIVE | SIREN SKIN CARE
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project six
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
course
objective
Packaging Design 1
Choose a chocolate brand to redesign the packaging for. Create three different packaging structures: bite size, regular size, and variety pack box.
project
Packaging Redesign solution instructor
Brian Toth semester
Fall 2017
Packaging redesign for Delta 9 Edibles that focuses on the relaxation of their cannabis infused chocolate candy bars. The goal of the redesign was to attract a younger audience with a playful and abstract design. At the same time, it was important that it appeal to a broad spectrum of cannabis fans. keywords
Abstract Modern Relaxing
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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P R O J E C T S I X | D E LT A 9 E D I B L E S
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project seven
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
course
objective
Packaging Design 3
Create a sustainable cleaning products line for a brand. Design eleven different products for the new line similar to that brand’s look.
project
Sustainable Cleaning Products instructor
Thomas McNulty semester
Fall 2019
solution
As legalized marijuana moves forward in the US, it is being embraced by a broad spectrum of users, for both recreational and medicinal reasons. Cannabis is an organic alternative for cleaning. This lead Snoop Dogg to create a new line of cleaning products for his fellow cannabis fans. The goal for this brand was to capture Snoop Dogg’s flair and personality with sustainable and safe products. keywords
Luxurious Modern Personality
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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PROJECT SEVEN | CLEANTHIZZLE BY LBS
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project eight
WE BY RISE
LIFTING
OTHERS
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PROJECT EIGHT | HUMANITY UNITED GIVING
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PROJECT EIGHT | HUMANITY UNITED GIVING
course
objective
Packaging Design 4
In a collaborative group, create a small department store. Create four different sub brands based off the parent brand with their own personalities.
project
Collaborative Project solution instructor
Thomas McNulty semester
Spring 2020 designers
The lack of amenities, care and resources for the homeless community lead to the establishment of Humanity United Giving (HUG). The mission for this brand is to change the nature of homelessness by bringing awareness and compassion. In hopes of provide lasting change HUG is a brand dedicated to helping those in need.
Elizabeth Chavez
keywords
Niki Calderon
Honest
Sheraya Amaratunge
Modern
Elena Beroeva
Kind
Cheawon Park
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r e ta i l b ra n d : h u g
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ta r g e t au d i e n c e
s u b b ra n d s
lo c at i o n
The Homeless Community
Simply Care+ Threads Nourish
San Francisco, CA
m i s s i o n s tat e m e n t
Our mission is to c ha nge t he na t ure of hom e l e s s ne s s by br inging awa re ne s s and compa s s ion to t he c a us e . We hop e to not onl y a s s is t t hos e in ne e d, but also provide re a l a nd l a s t ing c ha nge .
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s u b b ra n d : c a r e
s u b b ra n d : c a r e
s u b b ra n d : c a r e
s u b b ra n d : c a r e
PROJECT EIGHT | HUMANITY UNITED GIVING
+
+
+
+
c at eg o ry
size s
size m
size l
Medical Supply
Bandaids
Heating Pad
Glasses
Eyedrops
Headache Med.
Multivitamins
Cotton Pads
Ice Pack
Pain Relief Spray
Instant Vitamins
Itching Cream
Gastritis Med.
Cough Drops
Cough Syrup
Indigestion Med.
c at eg o ry
size s
size m
size l
Food & Beverages
Mints
Dried Fruits
Salad Kits
Pet Food
Chocolate
Beef Jerky
Water
Granola Bars
Peanut Butter
Juice Packs
Saltines
Pudding Cups
Vitamin Drinks
Nuts
Dog Treats
Dog Food
c at eg o ry
size s
size m
size l
Clothing
Socks
T-Shirt
Jeans
Underwear
Sweater
Jacket
Gloves
Scarf
Sweatpants
Bra
Hat
Shoes
c at eg o ry
size s
size m
size l
Personal Care
Chapstick
Skin Care
Maxi Pads
Tweezers
Dental Care
Flashlight
Cotton Swabs
Shaving Kit
Water Bottle
Hand Sanitizer
Hair Brush
Garbage Bags
Condoms
Hair Products
Sleeping Bag
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PROJECT EIGHT | HUMANITY UNITED GIVING
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PROJECT EIGHT | HUMANITY UNITED GIVING
change the nature of homelessness
Due to a lack of amenities, care and resources for the homeless community, our brand was established. Humanity United Giving (HUG), is a helping hand to the homeless community. With this brand, we hope to change the nature of homelessness by bringing awareness and compassion to the cause. Our mission is to assist those in need in hopes to provide real and lasting change. a dignified experience
No one should feel ashamed to ask for help. With a Care Card, members can shop freely at our HUG locations to provide the most dignified experience. Card Cards are how shoppers can spend points in their account to pay for items they want. In addition, shoppers will feel a sense of accountability and responsibility for their actions and less like charity.
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PROJECT EIGHT | HUMANITY UNITED GIVING
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PROJECT EIGHT | HUMANITY UNITED GIVING | CARE+
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PROJECT EIGHT | HUMANITY UNITED GIVING | CARE+
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GR 426: PACKAGE DESIGN 04 COLLABORATIVE RETAIL PROJECT
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INSTRUCTOR: THOMAS MCNULT Y
PROJECT EIGHT | HUMANITY UNITED GIVING | CARE+
THE ELENA BEROEVA NIKI CALDERON ELIZABETH CHAVEZ TEAM: CHEAWON PARK SHERAYA AMARATUNGE
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INSTRUCTOR: THOMAS MCNULT Y
PROJECT EIGHT | HUMANITY UNITED GIVING | CARE+
THE ELENA BEROEVA NIKI CALDERON ELIZABETH CHAVEZ TEAM: CHEAWON PARK SHERAYA AMARATUNGE
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IN TH
NSTRUCTOR: HOMAS MCNULT Y
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PROJECT EIGHT | HUMANITY UNITED GIVING | CARE+ THE ELENA BEROEVA NIKI CALDERON ELIZABETH CHAVEZ TEAM: CHEAWON PARK SHERAYA AMARATUNGE
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PROJECT EIGHT | HUMANITY UNITED GIVING | NOURISH
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PROJECT EIGHT | HUMANITY UNITED GIVING | NOURISH
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OR: MCNULT Y
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PROJECT EIGHT | HUMANITY UNITED GIVING | NOURISH
THE ELENA BEROEVA NIKI CALDERON ELIZABETH CHAVEZ TEAM: CHEAWON PARK SHERAYA AMARATUNGE
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PROJECT EIGHT | HUMANITY UNITED GIVING | NOURISH
THE ELENA BEROEVA NIKI CALDERON ELIZABETH CHAVEZ TEAM: CHEAWON PARK SHERAYA AMARATUNGE
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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PROJECT EIGHT | HUMANITY UNITED GIVING | THREADS
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P R O J E C T E I G H T | H U M A N I T Y U N I T E D G I V I N G | S I M P LY
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P R O J E C T E I G H T | H U M A N I T Y U N I T E D G I V I N G | S I M P LY
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P R O J E C T E I G H T | H U M A N I T Y U N I T E D G I V I N G | S I M P LY
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THE BRAND COLLECTION
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THE BRAND COLLECTION
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THE BRAND COLLECTION
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THE BRAND COLLECTION
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acknowledgements
I would like to thank everyone who supported me in some way throughout my journey. To my friends and family, thanks for all your love and laughter. To my parents and grandparents, this is for you. And lastly, to my boyfriend, we made it! To my instructors, Thomas McNulty, David Hake, Brian Toth, John Nettleton, and Mary Scott, thank you all for your guidance. I would not be the designer that I am today without you all.
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colophon designer
semester
Elizabeth Chavez
Fall 2020
contact
printing and binding
Elizabeth Chavez
Blurb Publishing
+1 (925) 565 6849 echavez925@gmail.com echavezdesign.com
paper
Mohawk Superfine Eggshell 100lb Text typography
Franklin Gothic ATF instructor
Mary Scott
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P R O J E C T S I X | D E LT A 9 E D I B L E S
ELIZABETH CHAVEZ,
B FA
W W W. EC H AV E Z D E S I G N .C O M 00212
PORTFOLIO | RAW | 2016–2020