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Z A I N A B R U P A W A L L A / M FA P O R T F O L I O
Z A I N A B R U PAWA L L A / M FA P O RT F O L I O
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M O T I VAT I O N A N D I N S P I R AT I O N
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1933–2012
In loving memory of my Kaki Jyotsna, who taught me about love, determination and death. I dedicate the completion of my work to her, and the strength she gave me.
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Z A I N A B R U PAWA L L A / M FA P O RT F O L I O
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E M A I L h e llo@ zain ab rup aw alla P H ON E hello@ zainab rup aw alla
ZAINAB RUPAWALLA
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S C H O O L O F G R A P H IC D E S IG N A c a d e m y of A rt U niversity 7 9 N e w M ontgomery, S an F ra ncis co, CA 94105
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D E PA RT ME N T C H A IR Mary S cot t D E PA RT ME N T D IR E C TO R P h il Ham let t A S S OC . DE P T, D IR E C T O R H unt er Wim m er
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INTRODUCTION
Activating space to convey the message of invention and exploration through time
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Z A I N A B R U PAWA L L A / M FA P O RT F O L I O
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TABLE OF CONTENTS
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TA B L E O F C O N T E N T
C ATA G O R I E S PRINT
BRANDING
00:10
PA C K A G I N G
NINTENDO WE Ga m ing M o v e s t o H o us e ho ld A pplia nc e s
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P124–129
L ANGUAGE CONFLICT A Re s e a r c h Ba s e d Bo o k
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P106–123
ILLUSTR ATIONS A P e r s o na l P r o je c t
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P98–105
BOSTON TEA CAMPAIGN Te a P a c k a g ing
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P88–97
OLÉ OLÉ Oliv e Oil P a c k a g ing
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P76–87
ELIXIR P ha r m a c e ut ic a l P a c k a g ing P r o je c t
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P54–75
O FAREWELL O FAREWELL C o nc e pt ua l Bo o k De s ig n
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P42–53
COMFORT IN VIOLENCE A M a r t in S c o r s e s e Film Fe s t iv a l
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P22–41
CALENDAR POSTERS E x pe r im e nt a l Ty pe P o s t e r s
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P08–21
HOWARD JOHNSON The Re - br a nding o f a n E x is t ing Br a nd
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THESIS
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MFA THESIS
CHIMPANZEE CLUB E m po we r ing public s c ho o l c hildr e n wit h s t r o ng E ng lis h la ng ua g e s k ills
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P RO JEC T H O USE A P P LIA N C E PA CK A GIN G
Nintendo We, a line of household appliances that brings friends and families together O P P O R T UNI T Y
S T R AT EGY
Conceptualizing for a brand that exists in the
Nintendo, the casual gaming company makes
market and is currently not in the house-hold
games portable and easy to carry therefore
appliance sector and introducing them under
is the perfect candidate for a new house-appliance
a new sub-brand. Researching the history and
line. Nintendo We is concept that reinforces
the brand values that would help select the
the existing brand mission, which is to build an
right products to market. Participating in sub-
entertainment devices for families to enjoy
brand development, symbols, photography and
together, anywhere. This complete line of products
illustration for right target audience was the
are marketed towards parents with young children
challenge. Exploring the marketing and branding
of age 5–11 years. The design is playful with
of an existing product line through the existing
bold use of color, but still within the root aesthetic
packaging systems.
already set by Nintedo’s products.
nintendo we, a line of household appliances that brings friends and families together
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TERM Fall 2009
INSTRUCTOR Thomas McNulty
PROJECT House Appliance Packaging
AUDIENCE Parents with kids
KEY WORDS Activity, together, playful
COURSE Package Design 3
DURATION Fifteen Weeks
PALETTE Bright
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TYPEFACE Gotham & Joanna
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We We We We We
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cheat through school. fight over candy. connect through music. race through empty streets. share stories and memories
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TERM Fall 2010
INSTRUCTOR Hunter Wimmer
T Y P E FA C E M r E a v e s , M r s E a v e s a n d M e t a
PROJECT Re-brading Hojo
AUDIENCE Adult and children travellers
KEY WORDS Fresh, travelling, family
COURSE Nature of Identity
D U R AT I O N F i f t e e n We e k s
PA L E T T E N o s t a l g i a
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H O WA R D J O H N S O N / R E - B R A N D I N G
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P RO JEC T RE- B R A ND IN G
A fresh and a convenient way to move within the country and outside O P P O R T UNI T Y
ST R AT EGY
The opportunity to visually understand identify and
The old company was there to provide comfort of
branding as it relates to their organizational
home away from home to travelers. But this vision
structures. We explored and investigated what
was shortcoming and failed to meet the needs
defines the soul, personality, identity and substance
of the travellers. The competitors were providing
of these businesses through the creation and
the same thing at a lower cost and faster service,
execution of brand and its extension. Selecting
which took most of the customers. In the beginning
a defunct or a dead brand and reinvent it through
Howard Johnson were able to pull the market
the development of a new brand identity and
towards them but in later years it proved unfruitful.
introducing brand extensions to expand the brands
The core for the new company, way to shift the
credibility in the market.
idea of fast food and traveling to a fresh and a healthy way to move in and out of the country. The new bard identity wanted to evoke the feeling of freshness, and it is rebuild using his handwriting. The brand offers its customers, solution for fast and healthy traveling.
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H O WA R D J O H N S O N / R E - B R A N D I N G
“To shift the idea of travel to a fresh and a convenient way to move within the country and outside� The new company will extend travelling
only the tourist destinations but also the
further by shifting the idea of travel and
place by foot or bike to actually have a
fast food to a fresh,health and convenient
feel of where you are. Interact with people,
way to move within the country and
trying the local food and taking part in
outside. Enjoying the place that you are
the cultural practices.
travelling to, requires you to explore not
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B R A ND MIS SI O N A fresh, healthy and a convenient way to travel within the country and outside.
3 E X P LO R AT I O N C A M P S Nature
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Activ ity
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Z A I N A B R U PAWA L L A / M FA P O RT F O L I O
howard johnson www.johnson.com howard@johnson.com
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909 Hancock Street Quincy, MA 02170.
T: 617–773–0299 M: 617–773–0299
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Z A I N A B R U PAWA L L A / M FA P O RT F O L I O
L I G H T T RAV E L E R Icon for a iphone application © 2010
Light Traveler
© 2010
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00:08
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P RO JEC T C A L END A R P O ST E RS
Twelve experimental poster for a variety of holiday’s and celebrations in a year O P P O R T UNI T Y
S T R AT EGY
Experimenting with type and mater ials to create
The strategy was simple, picking twelve
conceptual and visual poster, that convey the
different holidays or celebration and
message of the holiday. Though each poster is
expressing the ideas with experimental
different, the over all theme needs to bind them in
typography and supporting visuals.
a set of twelve poster for twelve months.
The first step was to establish a moving grid and the calendar structure, this allowed a variety of compositions which worked cohesively.
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TERM Spring 2010
INSTRUCTOR Lian Ng
TYPEFACE Caslon & Scala Sans
PROJECT Calendar Posters
AUDIENCE Teenagers and young adults
KEY WORDS Experimental, Festive, Celebration
COURSE Type Experiments 3
DURATION Fifteen Weeks
PALETTE Colorful
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INSTRUCTOR Hunter Wimmer, Christopher Morlan
TYPEFACE Din, Snell & Rockwell
PROJECT Film Festival
AUDIENCE People who like Scorsese films
KEY WORDS Violence, Religion, Force
COURSE Integrated Communication
DURATION Fifteen Weeks
PALETTE Dark
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P RO JEC T M A R T IN S C O RSESE FIL M F EST I VA L
Violence is the only way of life. It is so ingrained in me. I know no other way O P P O R T UNI T Y
ST R AT EGY
A great opportunity to get into the mind set of the
Comfort in Violence, The films of Martin Scoresese
director and understand the underlying concepts
explores the concept of violence being a part of
that run through his selective films. And then design
peoples character and expressing it gives them comfort.
a complete system of communication material
These type of characters usually resolve daily life
around a film festival. As a designer, it was a challenge
conflicts through the act of violence because they
to cross disciplines and explore the purpose of
know, no other way. There is always a limit to what
developing fully integrated messaging across various
people can take and these flawed characters and
mediums such as print, Web site and signage.
the violence they seek comfort in proves to be their ruin in the end. Most of Scorsese’s films are based in New York, which is a reflection of his childhood. And therefore New York’s Boxing Arena is the perfect venue location for the festival. The final deliverables include: Identity system, advertisements, DVD package, Film catalogue, schedule, souvenirs and Web site.
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what’s the
with you?
COMFORT in
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SECTIO
SCORSESE A MARTIN IVAL FILM FEST
TRING AITREYNA
BOXIN
R OW
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, EA PIERS 60 CHELS . K R NEW YO sep
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SAT 12 : 30 PM S E AT
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A MAR T IN S C O R S ESE FILM FE STIVAL
R OW
DAY THREE
7 PM TAXI DRIVER
$ 20
2012
Y 12:30 P M
19
E n te r m a in e n trance
SECTION
11 2
TAXI DRIVER
TRINITY BOXING ARENA 6 0 C H E L S E A PIERS, NE W YORK.
TAXI DRIV
ER ROB E R T D E N IR O vs H A R V E Y K E IT E L SATURDA
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00:06
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P RO JEC T C O N C E P T UA L B O O K D ESI G N
Stress is like a sword that hangs above my head with a thread as thin as a strand of hair O P P O R T UNI T Y
S T R AT EGY
No constraints for this course, using our power
Working without any constraints can be difficult
of imagination to tell a story in a book format was
and challenging. For this project I used an old
the structure of class. This was an opportunity
story a friend told me from her school days. The
and challenge to work without any constraints or
story was about a prince who went through life
restrictions. The only requirements were that the
as if there were a sword dangling above his head.
story should be engaging and make other care for.
The sword was hung by a thread as thin as hair which would snap any minute and end everything he had worked so hard to get. I saw in this story the opportunity to make a illustrative book on how to lighten up and get rid of the unwanted stress. The language used is from the Shakespeare time to bring in some humor and lightness.
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TERM Fall 2009
INSTRUCTOR Arvi Raquel Santos
TYPEFACE Adobe Jenson Pro
PROJECT Conceptual Book Design
AUDIENCE Teenagers
KEY WORDS Medieval, Royal, Old
COURSE Type 3
DURATION Ten Weeks
PALETTE Elivation
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ACKNOWLEDGMENT I would like to acknowledge the following people for inspiring me with their style of work: Alice and Martin Provensen and Carson Ellis for the illustration style. William Shakespeare for his language.
Z zainab rupawalla G r aphic design / illustrati on
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Alice Provensen and Martin Provensen were American author-illustrators who entered the field of illustration and have been very successful together.
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TERM Fall 2011
INSTRUCTOR Tom McNulty
TYPEFACE Serifa & Knockout
PROJECT Packaging
AUDIENCE Caner Patients
KEY WORDS Experimental, Festive, Celebration
COURSE Packaging 3
DURATION Five weeks
PALETTE Futuristic
E L I X I R / M E D I C I N E PA C K A G I N G
P RO JEC T C A N C E R ME DI CINE PA CK A GIN G
00:05
Can we envision the future treatment of cancer to be painless and explore the power small? O P P O R T UNI T Y
ST R AT EGY
Designing a brand of medicine packages for
Roche the pharmaceutical company is always
a pharmaceutical company, with a specific
looking for new and innovative methods to
treatment and audience was the task at hand.
treat diseases. And they have come a long
The choice of company and treatment was
way in the treatment of cancer. Exploring
up to us to decide.
how Lymphoma cancer is treated through nano medication, the new invention people are looking forward on how to cure cancer without affecting the health cells in the body. A more futuristic approach to medicine is explored through this project. The sub brand is named Elixir, powder for drying wounds, capable of healing without pain, therefore this was appropriate to the concept for the package.
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00:04
P RO JEC T O LI V E O IL PA CK A GIN G
O P P O R T UNI T Y
S T R AT EGY
The opportunity is to redesign the packaging
The best quality of olive oil sold in US is from
for an existing brand of olive oil. The minimum
Spain, Italy and Turkey. Through the OlĂŠ OlĂŠ
requirement is three labels which show the
brand, we expand their market by specializing
different variety of the product and the consistency
only in selling Spanish olive oil for baking only.
in the design.
This is a huge market and bring in enormous
The salt water adds the special flavor to the olives grown in Spain
profit yearly. The choice of graphic and the wood labels complement the idea of the way the olives are grown. Which is along the sea cost, and the salt from the ocean water add flavor to the oilves.
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INSTRUCTOR Tom McNulty
TYPEFACE Serifa & Tungsten
PROJECT Olive Oil
AUDIENCE Cake & pastry bakers
KEY WORDS Experimental, Festive, Celebration
COURSE Packaging 2
DURATION Five weeks
PALETTE Futuristic
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TERM Fall 2011
INSTRUCTOR Tom McNulty
TYPEFACE Duke &
PROJECT Tea Packaging
AUDIENCE Coffee and tea drinkers
KEY WORDS Spiritual, Meditative, Peaceful
COURSE Package Design 2
DURATION Five Weeks
PALETTE Clam
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P RO JEC T T E A PAC K AG IN G
00:03
The legend says that tea grows from the eyelids of a satin
O P P O R T UNI T Y
ST R AT EGY
Designing a line of packaging for a tea brand
Boston Tea Campaign an online company that
or company. Working with an existing brand
sells Darjeeling tea in bulk online, launches a
and researching the companies current
special collection to introduce its product into
position in the market. Expanding the brand to
the US market. The design solution is to use
build it consumers. Learning about how design
the block printing method to make patters on
increases shelf impact and run consistently
paper. This printing method is typical of the
through various packages.
textile found in the Darjeeling region of India. The illustration would use leaf motifs to narrate the fictional story of Darjeeling tea which is the “champagne of teas.� The company aim is to connect the audience to a living tradition and a body of life-transforming thoughts through enlightenment and refreshment of the beverage. The target market is coffee drinkers and men and woman who practice yoga and meditation. The 8 sided polygon shows the different chakras in the body.
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BOSTON TEA campaign
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B O S T O N T E A C A M PA I G N / T E A PA C K A G I N G
STA MP S Making stamps that resemble the wood block textile printing technique from the region of Darjeeling, also the region the tea is grown in. The pattern shows the eye like leaf to resemble the old tale.
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00:02
P RO JEC T IL LU S T R AT I O N S
O P P O R T UNI T Y
S T R AT EGY
Making a book for the Book Arts class.
A series of illustrations for my sister and all the
Illustrations for my little sister
good times we have shared togethe.
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TERM Spring 2009
INSTRUCTOR Hunter Macy Chadwick
TYPEFACE Rockwell
PROJECT Book structure
AUDIENCE Parents with kids
KEY WORDS Relationship, Family, Love
COURSE Book Makking
DURATION Fifteen Weeks
PALETTE Happy
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TERM Fall 2009
INSTRUCTOR Hunter Wimmer & Phil Hamlette
TYPEFACE Helvetica Neue & Adobe Caslon
PROJECT Research
AUDIENCE Activists & the youth in India
KEY WORDS Domination, Power, Division
COURSE Visual communications Lab
DURATION Fifteen Weeks
PALETTE Strong
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00:01
P RO JEC T C O N C E P T UA L PRO BL E M S O LV IN G
O B JEC T I V E
ST R AT EGY
The objective of this project is to inspire innovative
Language Conflict is an attempt to understand
ideas and thinking methods, to translate ideas
how 22 official languages function in India.
into meaningful messages, and to transform into
Tracing back to the events that followed the
powerful design, products, identity, images and
Independence of India in 1947, the sub-division
expe r i e n c e s . C h a l l enging us to transform ideas
of India along linguistic line have fostered
into strong powerful compelling visual statements
regionalistic perspective. This book explores the
that communicates a meaningful messages.
history, politics and the culture of many languages
Exploring opportunities to facilitate communication in a nation with twenty-two different languages
that co-exits in one country. And the economic situation that pushes people to learn one language over the other. The final deliverable was a book.
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M FA G R A D UAT E T HESIS
00:00 A Master ’ s Thesis O B JEC T I V E
S T R AT EGY
How can we help Mumbai’s public school students
Conducting research, that clearly showed the
pursue higher education and ultimately achieve
lack of language proficiency, is one the main
better career opportunities? This question seemed
reasons students drop out of public school
very easy for my parents to answer, since we had
in the 8th grade.
the means available. But what about the six million who earn less the $3.50 a day? Thought the completion of the thesis I want to
Using the user centered design approach to problem solve, helped me develop solution for my target audience directly. Working with
raise the standard of English learning for the
them c l o s e l y a t e v e r y s t e p o f t h e p r o j ect,
public school students to get them at par with the
let me design solution that were feasible and
education provided in private schools.
viable to the specific group. The final pilot idea after being tested and validates, is to have an English Club. The Club uses the kinesthetic and visual learning method to engage and teach public school students English outside school, with the help of volunteers.
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WHY WOULD YOU LIKE TO LEARN ENGLISH?
I want to be a teacher and provide free and good education for all To be an Engineer
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WHERE WOULD YOU LIKE TO LEARN ENGLISH?
Out side school With friends
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C H I M PA N Z E E C L U B / M FA T H E S I S
HOW WOULD YOU LIKE TO LEARN ENGLISH?
By doing activities By playing games
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“17% of students out of 35,000 can study four subject in English, the rest study in Marathi”
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My goal is to raise the standard of English for public school students in Mumbai. SUMM A RY
SU C C ES S ME A SURES
The Chimpanzee Club will help public school
- Children performing very well in school.
children in the high-needed regions of Mumbai to build strong English language skills. The goal is to help them understand a new language in a different light since they fear English language in school and find it very hard to learn. The learning process at the club will be interactive and engaging, compelling students to think, experience and reason as they learn. They will study various topics by doing, physically
- Communicating thoughts and ideas well. - Increase interest in the activities of the club. - Motivating other students/friends to join. - Better English skills and are happy with their performance. - Parents getting involved
making materials, and participating in field
- Other non-profits wanting to become a partner.
trips. Through these hands on experiences they
- Volunteers learn something valuable from this
will be exposed to the practical application of the English language in different areas.
experience and would like to return.
The Chimpanzee Club will serve as a English
- Growing the number of participants
language club open to every child who would
- Expanding the club to various regions in India
like to be a part of it for a nominal fee.
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- Increasing volunteering from the private schools.
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C LU B
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HE'S A BIRD BRAIN Jón SJóÀ ®ófó[³óó cóspóó nw
Empowering students with strong English skills
C LU B
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The Chimpanzee Club helps public school children to build strong English language skill by helping them overcome challenges to learning in school. The Chimpanzee Club’s learning process is interactive and engaging, compelling students to think, experience and reason as they advance. Through these hands on experiences the students are exposed to the practical application of the English language in different areas and in fun and meaningful ways.
www . chimpanzeeclub . org
C LU B
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CL UB
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Special Thanks To M Y FA MILY Dad and mom, thank you for being my support and encouragement throughout my life. And giving me the opportunity to study further, I hope I have made you very proud of me. Kaka, Kaki and Chippy thank you for motivating me through this journey. FA C ULT Y
F RIEND S
Academy of Art University, San Francisc: Mary Scott, Phil Hamlett, Hunter WImmer, Michale Kilgore, Jill Ballard, Arvi Raquel Santos, Macy Chadwick, Michele Ronsen, David Hake, Scott Rankin, Roland Young, Jeremy Stout, Lian Ng, Thomas McNulty and Christopher Morlan.
Kai Lin, Darshita Mistry, Erin Canoy, Melani Torigoe, Alexander Miranda, Anthony Stimola, Jordan Clare Rothe, and Moko Wang.
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school:
Academy of Art University, School of Graphic Design
course:
Portfolio Seminar
instructor: student:
telephone: address: email:
Mary Scott
Zainab Rupawalla 925.330.6890
3602 springer Court, Walnut Creek, CA 94598
zainabrupawalla@gmail.com
book bindery:
ABC Printing and Binding
100 Hilltop Drive, Berkeley ca 94710 photography: title of cover text
Zainab Rupawalla
Book: Space&Time
Stock: Buckram bookcloth, light grey, Davey Red Label Binder’s board
Stock: Neenah Classic Crest Solar White 80lbs
fonts:
Trade Gothic, LubalinGraph
software:
Adobe Creative Suite 5.5
Š 2012 All rights reserved. No part of this publication can be reproduced without express permission from Zainab Rupawalla.
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