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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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M O T I V A T I O N A N D I N S P I R A T I O N
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1 9 3 3 – 2 0 1 2
In loving memory of my Kaki Jyotsna, who taught me about love, determination and death. I dedicatethe completion of my work to her, and the strength she gave me.
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EMAIL hel lo@zainab rupawalla
PHONE hello@zainab rupawalla
SCHOOL OF GRAPHIC DESIGN
Academy of Art University
79 New Montgomery, San Francisco,
CA 94105
DEPARTMENT CHAIR Mary Scott
DEPARTMENT DIRECTOR Phil Hamlett
ASSOC. DEPT, DIRECTOR Hunter Wimmer
TYPEFACE Trade Gothic, Lublin Graph
PHOTOGRAPHY Zainab Rupawalla
SOFTWARE Adobe Creative Suit
PRINTING & BINDING ABC Imaging
COVER/ TEXT STOCK Neenah Classic Crest 80lb
Copyright © 2012 Zainab Rupawalla
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INTRODUCTION
Activating space to convey the message of invention and exploration through time
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T A B L E O F C O N T E N T S
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TABLE OF CONTENT
NINTENDO WEGaming Moves to Household Appliances P08–21
HOWARD JOHNSONThe Re-branding of an Exist ing Brand P22–41
CALENDAR POSTERSExperimental Type Posters P42–53
COMFORT IN VIOLENCEA Martin Scorsese Fi lm Festival P54–75
O FAREWELL O FAREWELLConceptual Book Design P76–87
ELIXIRPharmaceutical Packaging Project P88–97
OLÉ OLÉOlive Oil Packaging P98–105
BOSTON TEA CAMPAIGNTea Packaging P106–123
ILLUSTRATIONSA Personal Project P124–129
LANGUAGE CONFLICTA Research Based Book P130–141
M F A T H E S I S
CHIMPANZEE CLUBEmpowering public school chi ldren P142–173
with strong English language ski l ls
P R I N T
C A T A G O R I E S
B R A N D I N G PA C K A G I N G T H E S I S
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Nintendo We, a line of household appliances that brings friends and families together
OPPORTUNIT Y
Conceptualizing for a brand that exists in the
market and is currently not in the house-hold
appl iance sector and introducing them under
a new sub-brand. Researching the history and
the brand values that would help select the
right products to market. Participating in sub-
brand development, symbols, photography and
illustration for right target audience was the
challenge. Exploring the marketing and branding
of an existing product line through the existing
packaging systems.
STRATEGY
Nintendo, the casual gaming company makes
games portable and easy to carry therefore
is the perfect candidate for a new house-appliance
line. Nintendo We is concept that reinforces
the existing brand mission, which is to build an
entertainment devices for families to enjoy
together, anywhere. This complete line of products
are marketed towards parents with young children
of age 5–11 years. The design is playful with
bold use of color, but still within the root aesthetic
already set by Nintedo’s products.
PROJECT HOUSE APPLIANCE PACKAGING
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TERM Fall 2009
PROJECT House Appliance Packaging
COURSE Package Design 3
INSTRUCTOR Thomas McNulty
AUDIENCE Parents with kids
DURATION Fifteen Weeks
TYPEFACE Gotham & Joanna
KEY WORDS Activity, together, playful
PALETTE Bright
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NINTENDO WE / HOUSE APPLIANCE PACKAGING
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We cheat through school. We fight over candy. We connect through music.We race through empty streets.We share stories and memories
NINTENDO WE / HOUSE APPLIANCE PACKAGING
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NINTENDO WE / HOUSE APPLIANCE PACKAGING
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TERM Fa l l 2010
PROJECT Re-brad ing Hojo
COURSE Nature o f Ident i t y
INSTRUCTOR Hunter Wimmer
AUDIENCE Adul t and ch i ld ren t rave l le rs
DURATION Fi f teen Weeks
TYPEFACE Mr Eaves, Mrs Eaves and Meta
KEY WORDS Fresh, t ravel l ing, fami ly
PALETTE Nostalg ia
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HOWARD JOHNSON / RE-BRANDING
A fresh and a convenient way to move within the country and outside
OPPORTUNIT Y
The opportunity to visually understand identify and
branding as it relates to their organizational
structures. We explored and investigated what
defines the soul, personality, identity and substance
of these businesses through the creation and
execution of brand and its extension. Selecting
a defunct or a dead brand and reinvent it through
the development of a new brand identity and
introducing brand extensions to expand the brands
credibility in the market.
STRATEGY
The old company was there to provide comfort of
home away from home to travelers. But this vision
was shortcoming and failed to meet the needs
of the travellers. The competitors were providing
the same thing at a lower cost and faster service,
which took most of the customers. In the beginning
Howard Johnson were able to pull the market
towards them but in later years it proved unfruitful.
The core for the new company, way to shift the
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.
PROJECT RE-BRANDING
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“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
further by shifting the idea of travel and
fast food to a fresh,health and convenient
way to move within the country and
outside. Enjoying the place that you are
travelling to, requires you to explore not
only the tourist destinations but also the
place by foot or bike to actually have a
feel of where you are. Interact with people,
trying the local food and taking part in
the cultural practices.
HOWARD JOHNSON / RE-BRANDING
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BRAND MISSION
A fresh, healthy and a convenient way to travel within the country and outside.
3 EXPLORATION CAMPS
Nature Act iv i ty
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Hand wr i t t ing Symbols
HOWARD JOHNSON / RE-BRANDING
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HOWARD JOHNSON / RE-BRANDING
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HOWARD JOHNSON / RE-BRANDING
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HOWARD JOHNSON / RE-BRANDING
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HOWARD JOHNSON / RE-BRANDING
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howard johnson
909 Hancock StreetQuincy, MA 02170.
T: 617–773–0299M: 617–773–0299
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HOWARD JOHNSON / RE-BRANDING
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HOWARD JOHNSON / RE-BRANDING
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Light Traveler
© 2010
LIGHT TRAVELER
Icon for a iphone application
© 2010
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HOWARD JOHNSON / RE-BRANDING
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Twelve experimental poster for a variety of holiday’s and celebrations in a year
OPPORTUNIT Y
Experimenting with type and mater ia ls to create
conceptual and visual poster, that convey the
message of the holiday. Though each poster is
different, the over all theme needs to bind them in
a set of twelve poster for twelve months.
STRATEGY The strategy was simple, picking twelve
different holidays or celebration and
expressing the ideas with experimental
typography and support ing visuals.
The first step was to establish a moving
grid and the calendar structure, this
allowed a variety of compositions which
worked cohesively.
PROJECT CALENDAR POSTERS
00:08
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CALENDAR POSTERS
TERM Spring 2010
PROJECT Calendar Posters
COURSE Type Experiments 3
INSTRUCTOR Lian Ng
AUDIENCE Teenagers and young adults
DURATION Fifteen Weeks
TYPEFACE Caslon & Scala Sans
KEY WORDS Experimental, Festive, Celebration
PALETTE Colorful
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CALENDAR POSTERS
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CALENDAR POSTERS
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CALENDAR POSTERS
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2012•
•
ma
y 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
20 21 22 23 24 25 26 27 28 29 30 31
july 1 2 3 4 5 6 7 8 9 10
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sun
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dec
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sun
CALENDAR POSTERS
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CALENDAR POSTERS
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TERM Spring 2010
PROJECT Fi lm Festival
COURSE Integrated Communication
INSTRUCTOR Hunter Wimmer, Christopher Morlan
AUDIENCE People who l ike Scorsese f i lms
DURATION Fifteen Weeks
TYPEFACE Din, Snell & Rockwell
KEY WORDS Violence, Religion, Force
PALETTE Dark
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Violence is the only way of life. It is so ingrained in me. I know no other way
OPPORTUNIT Y
A great opportunity to get into the mind set of the
director and understand the underlying concepts
that run through his selective films. And then design
a complete system of communication material
around a film festival. As a designer, it was a challenge
to cross disciplines and explore the purpose of
developing fully integrated messaging across various
mediums such as print, Web site and signage.
STRATEGY
Comfort in Violence, The films of Martin Scoresese
explores the concept of violence being a part of
peoples character and expressing it gives them comfort.
These type of characters usually resolve daily life
conflicts through the act of violence because they
know, no other way. There is always a limit to what
people can take and these flawed characters and
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.
PROJECT MARTIN SCORSESE FILM FESTIVAL
00:07
COMFORT IN VIOLENCE / F ILM FESTIVAL
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what’s the
with you?
COMFORT in
VIOLENCEResolving conflicts in life with a gun
in the films of MARTIN SCORSESE
COMFORT IN VIOLENCE / F ILM FESTIVAL
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COMFORT IN VIOLENCE / F ILM FESTIVAL
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A MARTIN SCORSESE
FILM FESTIVAL
SE
CT
ION
RO
WS
EA
T
19 2
11
SAT
12 : 30 PM
sep 201215
TRINITY BOXING ARENA
60 CHELSEA PIERS,
NEW YORK.
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Enter main entrance
SE
CT
ION
RO
WS
EA
T
sep
2012
16 TAXI DRIVERROBERT DE NIRO vs HARVEY KEITEL
TAXI DRIVER
A M
ARTIN
SCO
RSESE FILM
FESTIVAL
19 2
11
trinitY BOXinG arena
DAY THREE7 P
MT
AX
ID
RIV
ER
$ 20
SA
TU
RD
AY
12
:30
PM
60 CH
ELSE
A PIE
RS, N
EW
YOR
K.
COMFORT IN VIOLENCE / F ILM FESTIVAL
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Stress is like a sword that hangsabove my head with a thread as thin as a strand of hair
OPPORTUNIT Y
No constraints for this course, using our power
of imagination to tell a story in a book format was
the structure of class. This was an opportunity
and challenge to work without any constraints or
restrictions. The only requirements were that the
story should be engaging and make other care for.
STRATEGY
Working without any constraints can be difficult
and challenging. For this project I used an old
story a friend told me from her school days. The
story was about a prince who went through life
as if there were a sword dangling above his head.
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.
PROJECT CONCEPTUAL BOOK DESIGN
00:06
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As part of my school project, we had to make a book on any topic we liked. This was a fun project where
I used an old story a friend told me from her school days, in which there was a prince who went through life as if there were a sword dangling above his head. 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.
TERM Fall 2009
PROJECT Conceptual Book Design
COURSE Type 3
INSTRUCTOR Arvi Raquel Santos
AUDIENCE Teenagers
DURATION Ten Weeks
TYPEFACE Adobe Jenson Pro
KEY WORDS Medieval, Royal, Old
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.
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Alice Provensen and Martin Provensen were American author-illustrators who entered the field of illustration and havebeen very successful together.
FAREWELL O STRESS / BOOK DESIGN
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FAREWELL O STRESS / BOOK DESIGN
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TERM Fall 2011
PROJECT Packaging
COURSE Packaging 3
INSTRUCTOR Tom McNulty
AUDIENCE Caner Patients
DURATION Five weeks
TYPEFACE Serifa & Knockout
KEY WORDS Experimental, Festive, Celebration
PALETTE Futurist ic
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ELIXIR / MEDICINE PACKAGING
Can we envision the future treatment of cancer to be painless and explore the power small?
OPPORTUNIT Y
Designing a brand of medicine packages for
a pharmaceutical company, with a specific
treatment and audience was the task at hand.
The choice of company and treatment was
up to us to decide.
STRATEGY
Roche the pharmaceutical company is always
looking for new and innovative methods to
treat diseases. And they have come a long
way in the treatment of cancer. Exploring
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.
PROJECT CANCER MEDICINE PACKAGING
00:05
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ELIXIR / MEDICINE PACKAGING
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ELIXIR / MEDICINE PACKAGING
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The salt water adds the special flavor to the olives grown in Spain
OPPORTUNIT Y
The opportunity is to redesign the packaging
for an existing brand of olive oil. The minimum
requirement is three labels which show the
different variety of the product and the consistency
in the design.
STRATEGY
The best quality of olive oil sold in US is from
Spain, Italy and Turkey. Through the Olé Olé
brand, we expand their market by specializing
only in selling Spanish olive oil for baking only.
This is a huge market and bring in enormous
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.
PROJECT OLIVE OIL PACKAGING
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TERM Fall 2011
PROJECT Olive Oil
COURSE Packaging 2
INSTRUCTOR Tom McNulty
AUDIENCE Cake & pastry bakers
DURATION Five weeks
TYPEFACE Serifa & Tungsten
KEY WORDS Experimental, Festive, Celebration
PALETTE Futurist ic
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c a s t e l a n o t i
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OLÉ OLÉ / OLIVE OIL PACKAGING
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OLÉ OLÉ / OLIVE OIL PACKAGING
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TERM Fall 2011
PROJECT Tea Packaging
COURSE Package Design 2
INSTRUCTOR Tom McNulty
AUDIENCE Coffee and tea drinkers
DURATION Five Weeks
TYPEFACE Duke &
KEY WORDS Spir i tual, Meditat ive, Peaceful
PALETTE Clam
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BOSTON TEA CAMPAIGN / TEA PACKAGING
The legend says that tea grows from the eyelids of a satin
OPPORTUNIT Y
Designing a line of packaging for a tea brand
or company. Working with an existing brand
and researching the companies current
position in the market. Expanding the brand to
build it consumers. Learning about how design
increases shelf impact and run consistently
through various packages.
STRATEGY
Boston Tea Campaign an online company that
sells Darjeeling tea in bulk online, launches a
special collection to introduce its product into
the US market. The design solution is to use
the block printing method to make patters on
paper. This printing method is typical of the
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.
PROJECT TE A PACK AGING
00:03
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BOSTON TEA campaign
BOSTON TEA CAMPAIGN / TEA PACKAGING
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STAMPS
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.
BOSTON TEA CAMPAIGN / TEA PACKAGING
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Illustrations for my little sister
OPPORTUNIT Y
Making a book for the Book Arts class.
STRATEGY
A series of illustrations for my sister and all the
good times we have shared togethe.
PROJECT ILLUSTRATIONS
00:02
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TERM Spring 2009
PROJECT Book structure
COURSE Book Makking
INSTRUCTOR Hunter Macy Chadwick
AUDIENCE Parents with kids
DURATION Fifteen Weeks
TYPEFACE Rockwell
KEY WORDS Relationship, Family, Love
PALETTE Happy
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ILLUSTRATIONS / BOOK MAKING
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TERM Fall 2009
PROJECT Research
COURSE Visual communications Lab
INSTRUCTOR Hunter Wimmer & Phil Hamlette
AUDIENCE Activists & the youth in India
DURATION Fifteen Weeks
TYPEFACE Helvetica Neue & Adobe Caslon
KEY WORDS Domination, Power, Division
PALETTE Strong
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LANGUAGE CONFLICT / CONCEPT BUILDING
Exploring opportunities to facilitate communication in a nation with twenty-two different languages
OBJECTIVE
The objective of this project is to inspire innovative
ideas and thinking methods, to translate ideas
into meaningful messages, and to transform into
powerful design, products, identity, images and
exper iences. Chal lenging us to transform ideas
into strong powerful compelling visual statements
that communicates a meaningful messages.
STRATEGY
Language Conflict is an attempt to understand
how 22 off icial languages function in India.
Tracing back to the events that fol lowed the
Independence of India in 1947, the sub-divis ion
of India along l inguist ic l ine have fostered
regionalistic perspective. This book explores the
history, politics and the culture of many 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.
PROJECT CONCEPTUAL PROBLEM SOLVING
00:01
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LANGUAGE CONFLICT / CONCEPT BUILDING
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LANGUAGE CONFLICT / CONCEPT BUILDING
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LANGUAGE CONFLICT / CONCEPT BUILDING
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LANGUAGE CONFLICT / CONCEPT BUILDING
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OBJECTIVE
How can we help Mumbai’s public school students
pursue higher education and ult imately achieve
better career opportunities? This question seemed
very easy for my parents to answer, since we had
the means available. But what about the six million
who earn less the $3.50 a day?
Thought the complet ion of the thesis I want to
raise the standard of English learning for the
public school students to get them at par with the
education provided in private schools.
MFA GRADUATE THESIS
00:00 A Master’s Thesis
STRATEGY
Conducting research, that clearly showed the
lack of language prof iciency, is one the main
reasons students drop out of public school
in the 8th grade.
Using the user centered design approach to
problem solve, helped me develop solution
for my target audience directly. Working with
them close ly a t every s tep of the pro ject,
let me design solution that were feasible and
viable to the specif ic group.
The f inal pi lot 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?
To be an Engineer
I want to be a teacher and provide f ree and good education for al l
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Out s ide school
With f r iends
WHERE WOULD YOU LIKE TO LEARN ENGLISH?
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CHIMPANZEE CLUB / MFA THESIS
By playing games
HOW WOULD YOU LIKE TO LEARN ENGLISH?
B y doing act ivi t ies
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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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SUMMARY
The Chimpanzee Club wil l help public school
chi ldren in the high-needed regions of Mumbai
to bui ld strong Engl ish language ski l ls. The goal
is to help them understand a new language in a
dif ferent l ight since they fear Engl ish language
in school and f ind i t very hard to learn. The
learning process at the club wi l l be interact ive
and engaging, compell ing students to think,
experience and reason as they learn. They
wi l l study various topics by doing, physical ly
making materials, and part icipat ing in f ield
tr ips. Through these hands on experiences they
wi l l be exposed to the pract ical appl icat ion
of the Engl ish language in dif ferent areas.
The Chimpanzee Club wi l l serve as a Engl ish
language club open to every chi ld who would
l ike to be a part of i t for a nominal fee.
SUCCESS MEASURES
- Children performing very well in school.
- Communicating thoughts and ideas well.
- Increase interest in the activit ies of the club.
- Motivating other students/friends to join.
- Better English skil ls and are happy with their
performance.
- Parents getting involved
- Other non-profits wanting to become a partner.
- Volunteers learn something valuable from this
experience and would l ike to return.
- Growing the number of participants
- Expanding the club to various regions in India
- Increasing volunteering from the private schools.
My goal is to raise the standard of English for public school students in Mumbai.
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C LU B
CHIMPANZEE CLUB / MFA THESISCHIMPANZEE CLUB / MFA THESIS
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HE'S A BIRD BRAIN
C LU Bwww.chimpanzeeclub.org
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.
Jón SJóÀ ®ófó[³óó cóspóó nw
Empowering students with strong English skills
C LU B
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CL UB
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Special Thanks ToMY FAMILY
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.
FACULT Y
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.
FRIENDS
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: Mary Scott
student: Zainab Rupawalla
telephone: 925.330.6890
address: 3602 springer Court, Walnut Creek, CA 94598
email: [email protected]
book bindery: ABC Printing and Binding
100 Hilltop Drive, Berkeley ca 94710
photography: Zainab Rupawalla
title of book: Space&Time
cover stock: Buckram bookcloth, light grey, Davey Red Label Binder’s board
text stock: Neenah Classic Crest Solar White 80lbs
fonts: Trade Gothic, LubalinGraph
software: Adobe Creative Suite 5.5
© 2012 All rights reserved. No part of this publication can be reproduced
without express permission from Zainab Rupawalla.
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