ACADEMY OF ART UNIVERSITY
Type à la Carte
Selected Works
A Designer’s Choice
MARIA CL AUDIA Z APATA
MASTER OF ARTS PORTFOLIO
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…and I can only think of loving you. Elis a Jos é and Ti n Ti n I hope that my effort, dedication, and deep love for my study and work will inspire you one day. Always remember, “With love and a smile, the doors of the world open.” You are my most beautiful story and the most precious gift from heaven. I adore you from the bottom of my heart.
Love of my li fe This is ours, as much yours as it is mine. Thank you for the late nights, the translations, and your infinite patience. We have already planted trees, and today we wrote a book together. M&M is our greatest treasure.
Ti o Frank ou promised me you would accompany me to this graduation. I know that from heaven, you are celebrating this important moment with me. Thank you for teaching me to read and to love art, literature, and books. Above all, thank you for showing me "Time" magazine 40 years ago and guiding me to choose the profession that fills my soul and makes me so happy.
Papa M i o I would have liked to share this title with you. You taught me perseverance, tireless struggle, and persistence. Thank you so much.
M ami ta This is for you. You are my example of all that is well done. If it weren’t for you, I would be nobody.
Lacho How lucky my life is with you. In everything and for everything, always the two of us. May many lives and many societies come together, hand in hand, as it has always been and will be.
This book is for you with all my love.
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In the kitchen, as in design, every gesture is an artful stroke
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transforming the ordinary into the extraordinary
introduction I've always seen a deep connection between cooking and design. Both demand keen observation, attention to detail, continuous refinement, and a strong sense of aesthetics. They also require passion and love—whether crafting a flavorful salad or designing a stunning book cover, the effort and emotion you pour in are always unmistakable.
I invite you to immerse yourself fully, engage all your senses, and savor this delightful book as much as I do.
MARIA CL AUDIA Z APATA
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typography
is the art of cooking with words.
Just as a master chef meticulously selects every spice and herb to craft a culinary delight, a seasoned designer skillfully chooses typefaces, manipulates letterforms, and adjusts spacing to enhance the overall user experience. It’s about establishing a profound emotional bond with the audience, reminiscent of the comforting embrace offered by a perfectly prepared dish.
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content BOLD BEGINNINGS
kerning bites • 14 •
The Silence of the Bees
Leading dolmas • 32 •
Karl Blossfeldt nature as art
Tracking fraisier • 50•
Lost in translation
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S E R I F S TA P L E S
Alignment
Grid
Layout
• 66 •
•80 •
•96•
Le fin
Pacifico
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I TA L I C I N D U L G E N C E
ierarchy Hcheese • 108 •
Gujarati
squid
Come with me
cheese
Maya lin
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In the kitchen, as in design, every gesture is an artful stroke
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bold beginnings
transforming the ordinary into the extraordinary
Crafted with care and passion, our starters awaken your senses, much like a designer’s first bold stroke on a blank canvas. Each bite invites you to savor the first notes of a culinary story, where flavors and artistry come together to set the stage for a memorable experience.
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kerning bites
“ Kerning is not just the space between the letters, it’s the space that holds the letters together“ Erik Spiekermann
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The Silence of the Bees Serves 8 Category: Book
Challenge
Major Class: Type Systems Teacher:
The challenge of type systems is balancing creativity and functionality.
Carolina de Bartolo
Designs must be visually appealing yet adaptable across platforms. I learned to navigate the master of typography. Each choice—hierarchy, spacing, or style—should serve a purpose while maintaining a cohesive identity. It’s a balance between artistry and the technical precision of effective communication.
Flavor notes
Complexity • Precision • Cohesive• Hierarchy
Approach My approach to type systems emphasizes that typography is more than just choosing fonts; it’s about creating a visual language that communicates meaning and evokes emotion. I start with the fundamental principles of typography and explore how various elements can form cohesive systems. By blending creativity with technical precision, I aim to develop adaptable typographic solutions that are visually appealing and meet the needs of evolving platforms. Every choice I make is intentional, creating a seamless and engaging experience.
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The Silence of the Bees
Ingredients Paragraph text:
Instructions 1
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Start with the basics: Begin by reviewing the skills you’ve learned in Type Forms and Type Composition. These will be your foundation.
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Mix in narrative structures: Combine linear narrative structures and non-
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linear interactive formats to create the skeleton of your typography system.
Extra Leading:
Think of this as laying out the structure of your dish.
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Add coordinated brand expressions: Blend in elements of brand identity. This is like adding your seasonings and flavors, making sure your typography aligns with the overall brand aesthetic.
4
Develop technical solutions: Now, focus on the technical side—fine-tune your typography for various mediums and platforms. Adjust and refine to ensure everything works smoothly.
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Finalize with typography communications: Put the finishing touches on your typographic design. Ensure it communicates clearly and consistently across the entire project (or book, in this case).
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Serve and enjoy: Your typography system is now ready to be appreciated in all its beauty and functionality!
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bees are
nature’s tiny artisans weaving sunlight into golden nectar. In every bite, we taste the beauty of their craft—a reminder that nature’s smallest details create the most exquisite masterpieces.
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leading
dolmas
“ Leading is the silence that makes the message louder, the balance that gives“creativity room to breathe”
Anonymous
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Karl Blossfeldt nature as art Serves 4 Category: Book
Challenge
Major Class: Type Composition Teacher:
The challenges of type composition lay in the delicate balance between
Nadine Brown
functionality (readability and legibility) and aesthetics (visual appeal and conveying the intended message). Designing a book about Karl Blossfeldt's "Nature as Art" and applying type composition presented a unique set of challenges for a graphic designer. The goal was to create a design that complemented and enhanced Blossfeldt's powerful imagery without overshadowing it.
Flavor notes
Composition • Grids • Hierarchy •Layout• System
Approach My initial impression of Blossfeldt was his remarkable eye for detail and his scientific approach to capturing plant forms, suggesting that "nature is art." When designing the the book about him, I aimed for a clean, precise look using a well-designed sans-serif typeface for the main text and captions, reflecting the clarity of his photography. To add depth, I considered a classic serif typeface for headings, creating a pleasing contrast. Hierarchy was crucial; Blossfeldt's photos needed to be the focal point, with clear captions smaller than the main text. Generous white space and images improved readability and contributed to a calm design.The typography had to support the beauty of Blossfeldt's work, ultimately illustrating the theme of "Nature as Art."
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Karl Blossfeldt nature as art
Ingredients Paragraph text:
Instructions 1
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Understand the Essence: Immerse yourself in Blossfeldt's objective, detailed, and form-focused portrayal of nature. Grasp the "art in nature" concept.
Chaparral Univers
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Choose a Clean Voice: Select a highly legible, objective sans-serif as your
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primary typeface. Consider a subtle, classic serif for headings if desired,
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ensuring clear hierarchy.
Extra Leading: 5 pts
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Build a Structured Garden: Establish a clear grid system to organize images and text logically, providing ample space for Blossfeldt's visuals to dominate.
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Label with Clarity: Implement a distinct typographic hierarchy for titles, captions, and body text. Prioritize legibility and ensure captions are directly linked to their images.
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Refine the Details: Meticulously adjust kerning, leading, and tracking for optimal readability. Choose paper and printing that enhance both image and text clarity.
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KARL BLOSSFELDT
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“ Our eye need only become a bit sharper, our ear a bit more receptive”
SELECTED WORK
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" Our eye need only become a bit sharper, our ear a bit more receptive; we need to take in the taste of a piece of fruit more fully; we shouldbe able to tolerate more odors and become more conscious and lessforgetful when touching and being touched—in order to draw consolation from our immediate experiences which would be more convincing, more paramount, and truer than all the suffering that could ever torment us."
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A Y DP EE S AI G LNAE ’ CS A CR HT O T E ICE
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tracking fraisier
“ Tighten too much, the words will fight, Loosen too far, they drift from sight.But find the balance, just the right track,And letters will sing -no need to look back ”
Anonymous
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Lost in translation Serves 4 Category: Poster
Challenge
Major Class: Type Experiments Teacher:
The core challenge, as I saw it, lay in finding that sweet spot between really
David Hake
pushing my artistic expression and still making sure the communication was effective. My type experiments often involved twisting and playing with letterforms, which, I quickly learned, could easily make things totally illegible. I had to constantly make sure that the message, even if it was abstract, could still be understood, or at least that the point of the experiment was clear to whoever was looking at it.
Flavor notes
Exploration • Distortion • Transformation• Playful
Approach The goal wasn't to create groundbreaking, experimental typography in a purely abstract sense. It was about using type as another layer in telling the story of "Lost in Translation" – a visual echo of its themes of isolation, connection, and finding beauty in the quiet moments. The experimentation was in finding that specific typographic voice that felt authentically "Lost in Translation."
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Lost in translation
Ingredients Paragraph text:
Instructions 1
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Absorb the Atmosphere: Immerse yourself in "Lost in Translation's" quiet mood, themes of isolation and connection, and its muted visual palette.
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Choose a Subtle Voice: Select a modern yet understated typeface (Humanist Sans-Serif or gentle Serif) as your primary element.
Extra Leading: Experiment with Spacing & Weight: Play with generous Leading (line spacing)
7 pts 3
to suggest isolation, and subtle variations in font weight for emphasis and rhythm.
4
Manipulate Scale & Placement: Experiment with making text feel small or large to reflect emotional states, and consider unconventional arrangements to evoke a sense of being adrift.
5
Color the Mood: Apply a muted color palette (black and white, grays) that echoes the film's visual tone, ensuring legibility with subtle contrasts.
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Designs Served with Purpose.
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serif staples
Where Concept Meets Craft
This is the heart of the portfolio—the main dish. Here, the visuals are bold, the ideas fully plated, and the execution cooked to perfection. From branding feasts to campaign spreads, each project served tells a story of creative direction, strategic thinking, and visual flavor. Pull up a chair and dig into the work that defines my design appetite.
MARIA CL AUDIA Z APATA
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alignment
Le fin
" Mastering alignment is mastering the art of visual organization." - This elevates alignment “ to a key skill in the broader context of graphic design.
Anonymous
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Pacifico
Serves 4 Category: Web
Challenge
Major Class: User Experience Teacher:
Designing the new web page user experience for the Colombian jewelry
Ryan Medeiros
collection "Pacífico" presented a multifaceted challenge. My primary focus was capturing the essence of the Colombian Pacific coast and translating that feeling into a compelling digital presence. I knew I had to balance celebrating the collection's unique Colombian heritage with the need to appeal to a global audience, ensuring the website felt authentic yet universally user-friendly.
Flavor notes
Immersive • Visual • Seamless • Responsive
Approach My approach to the "Pacífico" web page UX centered on deeply understanding the brand's connection to the Colombian Pacific coast through immersive research into its culture and landscapes, which formed the visual language and color palettes. The brand story served as the foundational narrative, woven throughout the user journey and product descriptions. I prioritized rich visual storytelling using high-quality imagery and potentially interactive elements to showcase the jewelry's craftsmanship.
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Pacifico
Ingredients Paragraph text:
Instructions 1
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Prep the Palate (Research): Understand your users' needs and define project goals.
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2
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Sketch the Dish (Wireframes): Create a basic outline of the interface and user flow.
Extra Leading: 7 pts
3
Create a Sample (Prototypes): Build interactive versions to test and refine.
4
Taste Test (User Testing): Observe users interacting with your design and gather feedback.
5
Adjust to Perfection (Iteration): Refine the design based on feedback until it's delicious!
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grid
squid “ The grid is the silent partner in visual communication, providing order without demanding attention. -This emphasizes the subtle yet powerful influence of a well-executed grid “
Anonymous
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Come with me
Serves 4 Category: Poster
Challenge
Major Class: Visual Thinking Teacher:
Translating abstract ideas into concrete visuals was also a constant challenge.
Jeremy Stout
How do you visually represent an emotion or a complex concept? That required a different kind of thinking, a more metaphorical approach, and it wasn't always straightforward. Sex trafficking is a complex issue with various facets, including coercion, exploitation, power imbalances, and systemic factors. Simplifying this complexity into clear and concise visual messages without oversimplifying or distorting the truth is a significant hurdle.
Flavor notes
Visual Literacy • Pattern Recognition • Cognitive Processing
Approach Approaching the visual communication of sex trafficking in Medellín was a deeply sensitive task. I started by immersing myself in the issue, prioritizing ethical considerations and consulting with local experts and tourists. My core strategy was to convey the gravity without exploiting victims, focusing on strategic messaging that raised awareness and offered pathways to help. I tailored the visual language for different audiences, aiming for culturally sensitive and impactful communication.
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Come with me
Ingredients Paragraph text:
Instructions 1
Gather the Ingredients: Explore the socio-economic factors, power dynamics,
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and cultural contexts that contribute to sexual tourism in Medellín. Establish
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a framework that prevents harm, exploitation, or re-traumatization in your
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visual work.
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2
7 pts
Define the Flavor Profile: Target Audience and Messaging: Identify the specific audience(s) you aim to reach. Tailor your visual language and messaging to resonate with each group. For example, a campaign aimed at tourists might differ significantly from one intended for local authorities. Define the core messages: awareness, prevention, support, advocacy.
3
Choose Your Visual Palette: Style and Representation: Select a visual style that aligns with your message and ethical framework. Decide on the appropriate level of realism vs. abstraction. Consider using: Documentarystyle photography (with extreme care and ethical considerations) to show the reality. Symbolic imagery or illustration to convey the issue's gravity without being explicit. Develop a visual language that is both impactful and responsible, avoiding sensationalism.
4
Plate the Dish: Design and Composition: Craft your visual project (poster series, infographic, etc.) with a clear hierarchy and compelling composition. Use typography, color, and layout to guide the viewer's eye and emphasize key messages. Ensure the design is accessible and easily understood.
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COME WITH ME
ARE YOU READY TO GAMBLE? COME WITH ME
DO YOU WANT TO INDULGE?
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COME WITH ME
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COME WITH ME
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layout cheese
“ Tighten too much, the words will fight; loosen too far, they drift from sight. But find the balance, just the right track, and the letters will sing-no need to look back “
Anonymous
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Maya Lin
Serves 4 Category: Poster
Challenge
Major Class: Visual Literacy
Designing a poster about Maya Lin for a Visual Literacy assignment presented a complex set of design challenges. Primarily, I had to balance the need to convey essential information about Lin and her work with the desire to create a visually impactful and engaging piece. This involved carefully selecting which of her diverse projects to feature and determining how to represent them effectively within the limited space of a poster.
Flavor notes
Composition • Hierarchy • White Space • Typography
Approach When designing the Maya Lin poster for my Visual Literacy assignment, I began with extensive research, delving into the core concepts and themes that permeated her art, analyzing her use of materials, form, and space, and exploring how she engaged with the viewer's experience. I strategically selected a few key works that best represented this concept, balancing different types of projects to illustrate the breadth of her impact. I then carefully chose typefaces that complemented Lin's aesthetic, aiming for a visual voice that conveyed both modernity and a sense of history and reflection. To communicate the deeper meaning of her work, I explored visual metaphors and subtle abstraction.
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Maya Lin
Ingredients Paragraph text:
Instructions 1
Immerse in the Artist's World: Conduct extensive research into Maya
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Lin's life, artistic philosophy, and diverse body of work. Analyze her use of
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materials, forms, and space. Pay attention to the emotions and ideas she
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evokes in her designs.
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7 pts
Define the Core Flavor: Identify a central theme or concept that will be the guiding principle for your poster. This theme should encapsulate a key aspect of Lin's work.
3
Select the Visual Palette: Choose a selection of Maya Lin's works that best represent your chosen theme. Consider a variety of projects (memorials, sculptures, architecture) to showcase her range.
4
Craft the Typographic Voice: Select typefaces that complement Lin's aesthetic. Consider the mood and tone you want to convey (e.g., minimalist, reflective, powerful). Use typography to establish hierarchy and guide the viewer's eye.
5
Add Visual Spices: Explore the use of visual metaphors, symbols, or subtle graphic elements to evoke the deeper meanings and concepts behind Lin's work.
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Serve with White Space: Utilize strategic use of negative space (white space) to enhance clarity, create visual breathing room, and emphasize key elements.
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A playful finale of passion project and visual treat-designed
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italic indulgence
to delight, created just for the joy of it.
Every great experience deserves a memorable ending. This is the final flourish—lighter, playful, and full of flavor. Here you’ll find passion projects, experimental bites, and visual treats that may not follow the recipe but still hit the sweet spot. It’s where curiosity takes the reins, and creativity is served just for the joy of it.
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hierarchy cheese
“ Visual hierarchy controls the delivery of the experience. If you have a hard time figuring out where to look on a page, it's more than likely that its layout is missing a clear visual hierarchy “
- The Nielsen Norman Group
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Gujarati
Serves 4 Category: Fabric Printing
Challenge
Major Class: Type Experiment Teacher:
Designing a home collection from a Gujarati poem presented challenges
David Hake
in translating poetic language to visuals, balancing cultural authenticity with modern design, adapting type for home décor, creating collection cohesion, considering functionality, navigating abstraction, and addressing manufacturing constraints.
Flavor notes
Typographic Abstraction • Conceptual Integration • Cultural Representation
Approach A key part of my process was typographic abstraction. I experimented with simplifying, stylizing, and manipulating the Gujarati letterforms, exploring how they could be transformed into repeating units for pattern creation. This involved playing with scale and proportion as well as varying the size and relationships of the letters to create visual interest and rhythm.
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Gujarati
Ingredients Paragraph text:
Instructions 1
Preparing the Essence (Poem Selection & Analysis): Select Your Verse:
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Choose a Gujarati poem that resonates with you visually and thematically.
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Consider its rhythm, imagery, and emotional tone. A shorter poem might be
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easier to translate into a repeating pattern. Analyze the poem's individual
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words, phrases, and overall structure. Identify key visual elements or motifs
Extra Leading:
that could be extracted and represented typographically. Think: What are the
7 pts
visual textures, shapes, and movements within the poem's language? 2
Building the Structure (Typographic Exploration): Extract & Abstract: Experiment with extracting letters, words, or phrases from the poem. Explore abstracting these elements into simplified shapes, lines, or textures. Consider manipulating their scale, weight, and orientation. Think: How can the Gujarati script become a visual element in its own right, beyond its literal meaning?
3
Compose the Rhythm: Arrange the abstracted typographic elements into a repeating pattern. Experiment with different pattern layouts (e.g., grid, halfdrop, tossed) to create visual rhythm and flow.
4
Weaving the Design (Textile Application) Color & Context: Select a color palette that complements the poem's mood and the intended use of the textile. Consider the scale and complexity of the pattern in relation to the final product (e.g., a garment, a curtain). Ensure the design is technically feasible for textile printing. Think: How will this pattern feel as a fabric? What emotions and atmosphere does it create?
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The Ashoke Grove
The Ashoka Grove We fixed the wall when Seema was born. There’s a calendar, a poster with a deadly Terminator of a movie hero and two embroidered hares or so When Sameer was born we put in a glass window A torn bed sheet that served as a curtain, the tinkling sound from the paanwallah’s shop and late into the night, the light of the street lamp settling down and refusing to leave The third time in the month A miscarriage The scattered debris of unrecognisable household things. Rags, tatters, bricks, bamboos, the mirror, soot, cinders smouldering in a ditch. The tin sheets of the roof were rotten. The same old sky.
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gujarati home
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ashoke grove A torn bed sheet that served as a curtain
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fixed the wall The tin sheets of the roof were rotten
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ashoke grove We fixed the wall when Seema was born.
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mariaclaudiazapata
PURPOSE STATEMENT
Professional Summary Highly experienced Graphic Designer with over 20 years in delivering innovative and effective design solutions across various industries. Adept at transforming complex concepts into visually appealing designs while consistently meeting client expectations and project deadlines. Strong collaborator with proven ability to work effectively in team environments and communicate ideas clearly.
...THANK YOU
Jose Miel & Tin Tin for your endless patience. Principe mio for making this possible. Papamio & Mamita for giving me everything. I want to express my gratitude to IRENA MILEV for your patience, deep knowledge, and dedication. Your guidance has truly been invaluable. Thank you for taking me by the hand on this journey!
Colophon School: Academy of Art University, School of Graphic Design Course: Senior Portfolio Instructor: Irena Milev Website: www.macaya.co Bookbindery: Blurb.com Fonts: Nuvo Pro, and Editors Note Software: Adobe Creative Cloud (Indesign, PhotoShop, Illustrator)
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