To Unpuzzle is to Solve

MASTER OF ART GRAPHIC DESIGN

JASMEET SINGH, MA SELECTED WORKS 2019–2021 01 02 03 04 05 06 07 08 09 10

Solve is to

10

to Unpuzzle

PORTFOLIO

MASTER OF ARTS GRAPHIC DESIGN

JASMEET SINGH, MA SELECTED WORKS 2019–2021 01 02 03 04 05 06 07 08 09 10

Solve is to

10

to Unpuzzle

PORTFOLIO

Copyright © 2021 Jasmeet Singh

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form, by any means, electronic or mechanical, including photocopy or any storage or retrieval systems without prior written permission from the publisher.

MASTER OF ARTS GRAPHIC DESIGN JASMEET SINGH, MA SELECTED WORKS 2019–2021

Introduction

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Design is about finding solutions to problems. It is not only about producing beautiful work but to provide a solution to a need. This leads designers to be curious, observant, continually learn.

INTRODUCTION

As a designer I enjoy the process of gathering information and then seeing what I can do with it to find the right solution to the problem at hand. The work then becomes a game of moving pieces around and seeing which piece will fit where in order to solve this puzzle.

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To Unpuzzle is to Solve

Contents

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Sega Re-brand

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The Typographic Dream State

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Coffee Table Book

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Inquilab

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Type Classification Posters

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P.R.E.P.

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Elevate

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Type Specimen Posters

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Arista Annual Report

160

AIGA Design Conference

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of Contents the Table

T H E TA B L E O F C O N T E N T S

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is to Change to Improve

SEGA RE–BRAND

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“ So that is the design process or the creative process. Start with a problem, forget the problem, the problem or the solution reveals itself and then you re-evaluate it. This is what you are doing all of the time.”

–Paul Rand

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Nature of Identity Instructor

Hunter Wimmer Semester

Spring 2021 Type of Project

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name

Branding Project

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The goal of this project was to take a dead, dying or defunct brand, understand its soul and mission and create a new identity for it. Based on the new mission and soul of the brand, create new areas the brand can step into and be successful past its original work.

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Objective

Concept

SEGA RE–BRAND

After some research, I chose to work with Sega, a brand well known in the gaming industry. After researching the brand and understanding what their original goals were I designed a new visual system for them, outlined brand standards, and created a variety of options for Sega to recreate itself in that will help people challenge themselves and become their best selfs.

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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SEGA RE–BRAND

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to

Escape a Dream

T H E D R E A M S TAT E

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“The challenge is to turn your hobbies, interests, and talents into a long-term career. The overlap among all those things is your latent superpower.

Tap into this well of strength, and you’ll soar in ways that you’ve only dreamt possible.”

– Chris Do

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Instructor David Hake Semester Fall 2021 Type of Project The Typographic Dream State

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Experiments

01

02

Choosing between using either Akzidenz Grotesk or New Century Schoolbook typefaces, explore typographic form in a new and unique way — the dream state — which will create unique visuals to work with for this project. The final deliverable will be three movie posters that should work together as a set and a movie trailer.

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Objective

Concept

T H E D R E A M S TAT E

I began this project by exploring dreams I have had and capturing images of them by experimenting with different elements, camera options and type. After much experimentation I reviewed the results and chose movies that might fit the images and the best fit was Get Out. Using the images I created three different posters that work as a set as well as a trailer for the movie.

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T H E D R E A M S TAT E

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T H E D R E A M S TAT E

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T H E D R E A M S TAT E

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T H E D R E A M S TAT E

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T H E D R E A M S TAT E

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T H E D R E A M S TAT E

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for Justice a Revolution

FARMERS PROTEST

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“ A designer knows they have achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

–April Greiman

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Instructor Phil Hamlett Semester Spring 2021 Type of Project Digital Design

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Digital Design Studio

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The prompt for this project was to create a platform with the purpose showcasing a group practitioners whose work needed exposure to the world. I chose to create a gallery to highlight artists who are creating work to bring attention to farmers protests happening in India.

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Objective

Concept

FARMERS PROTEST

I named this project ‘Inquilab’, which means revolution in Urdu. For the farmers in India this is a revolution for them as they fight for their rights against the government. After doing my research I found many artist who were creating work to show what was happening, how they felt and many created merchandise to support the farmers. I gathered up their work into a collection and created a gallery to showcase their talent and support their cause.

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FARMERS PROTEST

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FARMERS PROTEST

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FARMERS PROTEST

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FARMERS PROTEST

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FARMERS PROTEST

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of

Beauty an Eruption

C O F F E E TA B L E B O O K

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“Where do ideas come from?

From looking at one thing, and seeing another. Fooling around, from playing with possibilities, from speculating, from changing, pushing, pulling, transforming, and if you’re lucky, you might come up with something worth saving, using, and building on.

That’s where the game stops and the work begins.”

–Saul Bass

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Instructor John Nettleton Semester Spring 2020 Type of Project Editorial Design

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Composition

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Objective Find a coffee table book that had been poorly designed with bad type and redesign it. Use text and images from the book and use the principles of design to recreate it.

Concept

C O F F E E TA B L E B O O K

For this project I used an old book about volcanoes that had horrible type, and was overall poorly designed and decided to redesign it into a coffee table book. Putting more focus on the images and using the grid to create beautiful type placement I recreated the book into something you can pick up and enjoy at any time.

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C O F F E E TA B L E B O O K

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C O F F E E TA B L E B O O K

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C O F F E E TA B L E B O O K

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the Beauty

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Type of

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T Y P E C L A S S I F I C AT I O N

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“The most important thing is that you love what you are doing, and the second that you are not afraid of where your next idea will lead.”

– Charles Eames

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Instructor John Nettleton Semester Fall 2019 Type of Project Typography Poster

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Forms

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Design three informational posters about type classifications. The posters should work well together as a set but each one will present and promote only one type category. Use only the approved typefaces that are represent the classification. The solutions for this project must be primarily typographic.

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Objective

Concept T Y P E C L A S S I F I C AT I O N

After much research I decided to create posters for the Lineale subcategory which includes the Grotesque, NeoGrotesque and Geometric typefaces. Using the principles of design I was able to create a design that captures the viewers attention as well as draw them in to learn more about the typeface.

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T Y P E C L A S S I F I C AT I O N

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T Y P E C L A S S I F I C AT I O N

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T Y P E C L A S S I F I C AT I O N

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T Y P E C L A S S I F I C AT I O N

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for any Mood a Song

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E L E VAT E A P P D E S I G N

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“ The key to great ideas is not having them, it is executing them. Great ideas come from problems. As designers, we call problems, briefs, and call reactions, concepts.”

–Kate Moross

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Instructor Fred McHale Semester Spring 2021 Type of Project UX Design

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name User Experience Design

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The goal of this project was to create an app that would make peoples lives easier. Research apps and see what can be done to improve them or find problems in our daily lives and figure out how to solve them.

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Objective

Concept E L E VAT E A P P D E S I G N

For this project I created a Music app called Elevate that is designed to help enhance whatever mood the listener is feeling by providing them with a carefully selected playlist of music. After researching and analyzing music apps that are out right now I came up with things they do not offer to help achieve this goal.

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E L E VAT E A P P D E S I G N

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E L E VAT E A P P D E S I G N

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E L E VAT E A P P D E S I G N

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E L E VAT E A P P D E S I G N

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E L E VAT E A P P D E S I G N

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for Diabetics the Diet

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P. R . E . P. B R A N D I N G

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“ My work is play. And I play when I design. I even looked it up in the dictionary, and the definition of play, number one, was engaging in a childlike activity or endeavor, and number two was gambling.

I realized I do both when I am designing.”

–Paula Scher

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Instructor Sandra Isla Semester Fall 2020 Type of Project Branding Project

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Visual Thinking

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Find a problem in the world and create a solution for it using design. Create a brand for this solution and create three different deliverables to showcase this idea.

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Objective

Concept

P. R . E . P. B R A N D I N G

After some research I decided to create a solution for people who may be over weight, unhealthy and wanting to make a change in their lives. However there are already plenty of brands that offer services for this so I decided to dig a bit deeper and narrow in my target audience. In the end I created a brand, P.R.E.P. (Providing really easy provisions), that would work as a meal prepping service directed towards those with diabetes.

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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P. R . E . P. B R A N D I N G

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pairing of

Type

a Beautiful

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TYPE SPECIMEN

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“ I go to work every morning

with the hope that I might learn something I don’t know.

If you look at a problem as an opportunity to show what you already know, it’s useless.

You should look at every problem and think, ‘what can I learn by doing this?’ And if you think you can learn nothing, then forget about it.”

–Milton Glaser

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Instructor John Nettleton Semester Spring 2020 Type of Project Typography

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Composition

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Find a beautiful typeface and create promotional material for it that informs the audience of its history and unique qualities. Create something that will appeal to graphic designers and typographers.

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Objective

Concept

TYPE SPECIMEN

I chose to work with the Mr. and Mrs. Eaves typeface from the Emigre type foundry. It is a traditional typeface that is designed by Zuzana Licko in 1996. It was styled after a different typeface, Baskerville, the famous transitional serif typeface designed in 1757 by John Baskerville in England. Mrs Eaves was named after Baskerville’s then housekeeper, Sarah Eaves.

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TYPE SPECIMEN

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TYPE SPECIMEN

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TYPE SPECIMEN

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TYPE SPECIMEN

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TYPE SPECIMEN

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by Designers for Designers

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AIGA DESIGN CONFERENCE

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“ Contrary to popular belief, designers are not artists. We employ artistic methods to visualize thinking and process, but, unlike artists, we work to solve a client’s problem, not present our view of the world.”

– Erik Spiekermann

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Instructor David Hake Semester Fall 2020 Type of Project Conference Design

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Systems

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Objective Design a consistent visual system for an actual or hypothetical design conference that enhances its theme and concept and appeals to designers.

I chose to create a visual system for AIGA’s annual design conference. I took their theme of ‘Building Bridges’ and based my design off that by using lines to create connections between different type.

AIGA DESIGN CONFERENCE

Concept

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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AIGA DESIGN CONFERENCE

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type of Cloud a Different

10

A R I S TA A N N U A L R E P O R T

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“ Good design is a matter of discipline. It starts by looking at the problem and collecting all the available info. If you understand the problem, you have the solution. It is really more about logic rather than imagination.”

–Massimo Vignelli

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Instructor David Hake Semester Fall 2020 Type of Project Editorial

JASMEET SINGH, MA SELECTED WORKS 2019–2021

Course Name Type Systems

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Objective Find a company that has an annual report with enough information that it can be recreated with better design.

Create a visual language for the company and design a multi-page annual report.

Concept

A R I S TA A N N U A L R E P O R T

I chose to recreate the annual report for a cloud networking company called Arista. I used a combination of a slab serif and sans serif type, and principles of design including hierarchy, movement, contrast, and repetition to create a unique and beautiful new annual report.

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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A R I S TA A N N U A L R E P O R T

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Thank You

To My Family

Dad, Mom, and Gurpal. Thank you for always supporting, encouraging, and pushing me to do my best. Without your support I would not have made it this far and it is thanks to you guys that I can look ahead to such a bright future. I hope to continue to make you proud.

To My Instructors

Mary Scott, Phil Hamlett, Hunter Wimmer, David Hake, John Nettleton, Shel Perkins, and Jarrod Armour. The level of excellence you expected pushed me to limits I did not know I could reach and helped me to create work I never thought I could.

To My Classmates

Camila Fernandez, Eunice Poon, Yi Zhu. When I started grad school I did not know I would make such amazing friends. Your help, support and friendship has helped make this journey an enjoyable one. I will always cherish the memories of our classes together and I look forward to seeing us all succeed in life.

To My Best Friend

Nishjot Sidhu. Thank you for always supporting me and pushing me to do my best even when I have doubted myself. This journey has not been easy and your support has meant a lot to me and know that you will receive that same support from me as you begin your journey with Law School.

TO UNPUZZLE I S T O S O LV E

JASMEET SINGH, MA SELECTED WORKS 2019–2021

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you

All

i Appreciate

THANK YOU

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Colophon

Title of Book

To Unpuzzle is to Solve Contact

Jasmeet Singh jasmeetsingh.design@gmail.com +1 510 881 3226 jasmeet.design School

Academy of Art University School of Graphic Design Major

MA Graphic Design Instructor

Mary Scott Typefaces

New Century Schoolbook Aktiv Grotesk Photography

Jasmeet Singh unsplash.com pexels.com Printing and Binding

Blurb.com Paper

Mohawk Superfine Eggshell 100# Text

J A S M E E T. D E S I G N