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Presences e l e c t e d w o r k s o f dar shita mistry
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Presenceselected works of darshita mistry
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Design is everywhere; and everything around you is design. This book exploresthe relationship betweenvarious subjects and its presence with & after design.
portfolio_ c o n c e p t
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01. down to the details project: mies van der rohe classic paint collection
02. two is a companyproject: two of a kind
03. reliving the emotionsproject: theodora pharmaceuticals
04. mistaking identitiesproject: the inside man
05. giving backproject: sf zoo table lamp
06. bringing communities togetherproject: home sweet home
07. vizualizing the unseenproject: l ights of barcelona
08. reinventing the legacyproject: the columbus legacy
09. honoring her statusproject: betty crocker rebranding
10. in the coopemployer: free range studios
11 . broadening visionsmfa thesis: know, a masters thesis
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Table of Contents
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project
class
term
instructor
category
typefaces
duration
m i e s v a n d e r r o h e c l a s s i c p a i n t c o l l e c t i o n
p a c k a g e d e s i g n 2
f a l l 2011
t h o m a s m c n u l t y
p a c k a g i n g
h e l v e t i c a n e u e
07 w e e k s
objective: To design a home paint line for a well-known architect and establish his design
sensibilities onto 3d paint cans.
approach: A commemorative range of Home Paints for German architect, Ludwig Mies Van Der
Rohe; to honor and celebrate his contribution to international style. The phrase “God is in the detail”
is strongly associated to his architecture style and so does this special edition paint line. He strived
towards an architecture with a minimal framework of structural order balanced against the implied
freedom of free-flowing open space. Similarly, the concept of the paint line revolves around the idea
of “skins and bones,”—the paint line seeks appeal in the use of simple rectilinear and planar forms,
clean lines and pure use of color.
outcome: The result was a range of paint can designs inspired from Mies van der Rohe’s simplistic
and classic use of lines and symmetary in his designs. The paint cans are envisioned to be available
and sold at high-end modern stores in the u.s. and Europe. The paint line is available in four distinct
colors: Porch Grey, Luxury Linen, Seafoam Storm and Bittersweet.
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01. Down to the Details
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Ludwig Mies Van Der Rohe, was a German architect, widely known as one of the pioneers of Modern
architecture. Commonly referred to and addressed by his surname; Mies—his work is known for
extreme clarity and simplicity. He created a huge influence to the 20th century architectural style.
His mature buildings made use of modern materials such as industrial steel and plate glass to
define interior spaces. He strived towards an architecture with a minimal framework of structural
order balanced against the implied freedom of free-flowing open space. Mies pursued an ambitious
lifelong mission to create a new architectural language that could be used to represent the new era
of technology and production. He saw a need for an architecture expressive of and in harmony with
his epoch, just as Gothic architecture was for an era of spiritualism. He applied a disciplined design
process using rational thought to achieve his spiritual goals. He believed that the configuration and
arrangement of every architectural element must contribute to a unified expression.
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project
class
term
instructor
category
typefaces
photography
duration
recognition
t w o o f a k i n d
t y p e e x p e r i m e n t s
s p r i n g 2010
s t a n z i e n k a
p r i n t
d i n , c l a r e n d o n
d a r s h i t a m i s t r y
06 w e e k s
a a u s p r i n g s h o w 2010
objective: To explore the daily happenings around you and find techniques and methods to
express them typographically.
approach: Ever since I flew thousands of miles from India to come to San Francisco, I have
found keeping myself busy to avoid homesickness. Gradually, as time passed, I found myself getting
attached or passionate about small activities, places and things around me. Be it reading a book
accompanied with a simple cup of coffee or exploring new neighborhoods in San Francisco. These
explorations and interactions made me realize everything around me is connected to each other. This
idea was then translated to bigger pictures like interaction between two or more cultures and the
companionship the vast ocean shares with the infinite sky above it.
outcome: The final deliverable took form of a book which was compiled together with poetry
and verses by Baiju Nath, an Indian poet, and photographs by me at various places in the city. The
black and white use of photos was to depict the mundane yet exclusive flavors of the subject matter
narrated through the book; and color was used to potray my personal typographic voice to the
storytelling aspect of the book.
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02. Two is a Company
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project
class
term
instructor
category
typefaces
duration
recognition
t h e o d o r a p h a r m a c e u t i c a l s
p a c k a g e d e s i g n 3
s p r i n g 2011
t h o m a s m c n u l t y
p a c k a g i n g
b r a n d o n g r o t e s q u e , r o c k w e l l
06 w e e k s
t h e d i e l i n e b l o g, s t u d e n t s p o t l i g h t
objective: To research a disease affecting a large number of people and study its scope for
introducing new and futuristic pharmaceutical products and treatments in the market.
approach: After studying multiple case studies on breast cancer and interviewing a few women
who had gone through chemotheraphy, the one jarring fact that stood out from the research was
how painful it was to have needles injected into you for long hours. I decided to look into this aspect
and explore various directions within it. What I came across was: the drugs and chemo fluids given
to people differs from person to person, depending upon the level at which their cancer has been
diagnozed. Cancer in the u.s. is diagnozed mostly to woemn in the 35+ to 50 years age group, which
means most of them are working professionals and may have families to take care of. Keeping this
in mind, I decided to introduce a whole range of new products in the market. These products will be
designed to specially combact the disease without going through enormous pain.
outcome: Theodora Pharmaceuticals embraces a very futuristic approach to breast cancer
treatment. Its products range from tablets, capsules and syrups which are to be consumed orally. The
brand strives to provide a painless treatment to women fighting cancer. The brand also produces a
porous belt that can be wrapped around the breasts to reduce the lumps and swellings that appear
on women with lymphoma.
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03. Reliving the Emotions
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project
class
term
instructor
category
typefaces
photography
duration
recognition
t h e i n s i d e m a n
i n t e g r a t e d c o m m u n i c a t i o n s
s p r i n g 2010
h u n t e r w i m m e r
p r i n t , b r a n d i n g, p a c k a g i n g
k n o c k o u t , s e n t i n e l
d a r s h i t a m i s t r y, j o n w o n g
15 w e e k s
c r e a t i v e q u a r t e r l y 2011 , r u n n e r u p
objective: To design a hypothetical film festival for a director of your choice and develop an entire
integrated branding system for the same.
approach: The director I chose for this project was David Mamet. David Mamet is a renowned
play-writer and film director. He has directed movies like House of Games, Things Change, The
Spanish Prisoner and Homicide—all of which revolve around a common theme of deceiving people.
The story in these films revolve around an attempt to defraud a person or gang by gaining their
confidence whereby the con men exploits human characteristics such as greed and dishonesty.
They victimize individuals from all walks of life. His movies have a underlining theme of anxiety and
curiosity which keeps the viewer thrilled till the end. Mamet’s style of writing dialogue, marked by a
cynical, street-smart edge, precisely crafted for effect is what differenciates Mamet from the other
directors Minimalism in the characters of the movie (without making them too dry), minimal usage
of props and exotic locations is what makes his film stand out from the rest. His films are shaped by
very logical ways of creating order from disorder in search for the superobjective. He also has a very
restrained approach to gunplay and violence.
outcome: The Inside Man was a result of studying the mind and the routine of a con man. From
visualizing what a con man’s hotel room would look like to what he would carry in his briefcase while
he is on a mission. The details that go into the making of formal cases and documents was used as
a graphic element throughout the film festival. Every deliverable designed for the festival was tied to
the thread of the mistaken idenitities in the movies.
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04. Mistaking Identities
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In 1987, Mamet made his film directing debut with House of Games. He used friends as actors in his
debut film and stated that “It was my first film as a director and I needed support, so I stacked the deck.”
He was awarded the Pulitzer Prize in 1984 for Glengarry Glen Ross, which received its first Broadway
revival in the summer of 2005.
Three of Mamet’s films, House of Games (1987—Lindsay Crouse, Joe Mantegna, Mike Nussbaum,
Lilia Skala j.t. Walsh), The Spanish Prisoner (1997— Campbell Scott, Steve Martin, Rebecca Pidgeon,
Ricky Jay) and Heist (2001— Gene Hackman, Danny DeVito, Delroy Lindo, Sam Rockwell, Rebecca
Pidgeon), have involved the world of con artists.
Mamet’s style of writing dialogue, marked by a cynical, street-smart edge, precisely crafted for effect
is what differenciates Mamet from the other directors. His cynical style of dialogue also came to be
known as Mamet Speak. He finds the meaning of the story by juxtaposing cuts. He believes that the
film shouldn’t follow the protogonist or be shot at visually beautiful and intriguing locations, but
should be focussed on getting the point across in an essential and necessary way.
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project
class
term
instructor
category
duration
s f z o o t a b l e l a m p
p a c k a g e d e s i g n 3
s p r i n g 2011
t h o m a s m c n u l t y
p r o d u c t d e s i g n, p a c k a g e d e s i g n
09 w e e k s
objective: To design a lamp for a brand (product, service or idea) using sustainalble material.
approach: After exploring various well-known brands like Nike, Disney, American Eagle, to name a
few, who could be considered a possible candidate for a lamp producer, I decided to give this project
a more strategical and real approach. I got to picking a local brand, rather a service, San Francisco
Zoo. The San Francisco Zoo has 6 conservational program world-wide which work towards preserving
extinct and endangered species. I researched the target market and other zoos world-wide and how
they contribute their share to conservation of natural habitat.
outcome: The table lamp was designed keeping in mind the audience that the zoo attracts on a
daily basis. This lamp which is made my 100% sustainable materials will be sold at the zoo’s souvenir
shop. The proceeds from each sale will be directed towards the conservation programs. The design
direction for the lamp is also very approachable and recognizable considering the target market. The
lamp is meant to bring back memories of the zoo trips one has with their loved ones.
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05. Giving Back
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project
class
term
instructor
category
typefaces
duration
recognition
h o m e s w e e t h o m e
t y p e s y s t e m s
f a l l 2009
a r v i r a q u e l -s a n t o s
p r i n t
a d o b e g a r a m o n d p r o
08 w e e k s
a a u s p r i n g s h o w 2010
objective: To pick a topic of your own, research it and use a multiple page format book to tell your
story using grids and structure.
approach: I decided to take inspiration from places around me, find a topic/matter that I care
about and narrate its story in a book. Raphael House is an organization in San Francisco that helps
families move from crises to community. They work with parents and families to lay the foundations
for a lifetime of healthy development, achievement and stability. This book promotes the organization
and encourages volunteership. The story of this book is told by the journey the families go through
before and after they have become a member of the organization.
outcome: Home Sweet Home was a result of exchange of stories and experiences that I came
across during my interaction with the families. The warmth and relationship that the families at the
organization share with each other is showen by hand-sewing a cross-stitiched pattern on paper. This
symbolizes the importance of companionship and being there for people around you. The end goal of
this book is to encourage the youth to volunteer at the center and spend time with the families—and
this way do your part of giving back to the society.
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06. Bringing Communities Together
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term
instructor
category
typefaces
duration
l i g h t s o f b a r c e l o n a
t y p e e x p e r i m e n t s
s p r i n g 2010
s t a n z i e n k a
p r i n t
g o t h a m, a v a n t g a r d e
05 w e e k s
objective: To visualize a song and interprete your own mood and emotion towards it by combining
typography and photography.
approach: Instead of picking a song with lyrics in it, I decided to pick a song that only has music.
This gave me the opportunity to go beyong infinity on interpreting it. Glaciers is a melodic hardcore
band from Chicago that has already become a staple in the local music scene, despite their short
history. Deriving influence from many different genres, Glaciers fuses melodic and heavy music
together in a unique and tasteful way. With charismatic leads, a powerful rhythm section, and vocals
that demand your attention, Glaciers offers something new to melodic hardcore. The song I picked
is called “Light of Barcelona.”
outcome: Using projectors, one overhead and one laptop, the designs were composed onto
various surfaces to create “more dimensional designs.” This was photographed and then used as the
main visual in the poster in its purest form. The content on the poster took form of my interpretation
of the song and what message I think the song is intended to convey.
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07. Visualizing the Unseen
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project
class
term
instructor
category
typefaces
duration
recognition
t h e c o l u m b u s l e g a c y
p a c k a g e d e s i g n 2
f a l l 2011
t h o m a s m c n u l t y
p a c k a g i n g, b r a n d i n g
d u k e , w i s d o m s c r i p t , n e u t r a f a c e
04 w e e k s
a a u w i n t e r s h o w 2011
objective: To design an existing olive oil label and give it a complete new look and marketing
strategy amongst its competitors.
approach: The Columbus brand has been in the u.s. markets for many years now. Over the years
of their existance, they have modernized their products and services. This has led to the loss of some
of their initial values and brand beliefs. The Italian heritage seemed to have lost in their products
because of the excessive competition in the market. Thus, the startegy to this new brand is to bring
back the rich history and heritage that Italians hold as their pride. They want to maintain and preserve
the rich Italian heritage in America and want to cater to Italian Americans who are always seeking a
taste of their ancestor’s heritage.
outcome: As of 2011, Columbus takes pride in calling ourselves “The Columbian Legacy.” They
aim to bring the brand back to its roots—to where it all started. Their new products range from olive
oils, vinegars to authentic meats. The new brand approach promises its customers to experience a
true taste of Italy. They believe that when Christopher Columbus founded The Americas, he brought
a bit of Italy with him. Their new positioning in the market is driven from the concept of “The Old
World.” It’s the age of exploration, exchange of flavors and celebrating the rich Italian heritage in the
Americas. With authentic Italian recipes in hand, they now take the opportunity to call in great chefs
from Italy to help us make our products and teach their skills to food enthusiasts and chefs here. It is
the journey of exchange and exploration.
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08. Reinventing the Legacy
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project
class
term
instructor
category
typefaces
duration
b e t t y c r o c k e r
n a t u r e o f i d e n t i t y
f a l l 2010
h u n t e r w i m m e r
p r i n t , b r a n d i n g
g o t h a m, e a m e s
15 w e e k s
objective: To pick a dead, dying or defunct brand and push the parameters of the brand by
positioning it as what it “could” be if it were to embrace a totally new identity.
approach: Betty Crocker holds a very special place in almost every American’s heart. Her ready
to cook cake mixes and cake frosting has won thousands of hearts, both with women and her family
members. The soul of Betty Crocker was to be a friendly voice to woman in the kitchen, back in the
day, when they had various cooking questions. She hasn’t moved out of the kitchen since then.
outcome: With more and more women of the century becoming more outgoing, independent and
confident, the new Betty Crocker was positioned to be a voice of perseverance to woman everywhere,
in spite of what stance she holds in the society. Women today have come in par with men in any field
and have shown immense amount of zeal and passion in whatever she sets to conquer. The new
brand is for women everywhere, of all colors, of all ages. The new brand works to enhance the outer
and inner life of a woman, at work, at home, for her body, mind and soul.
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09. Honoring her Status
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employer
course
term
category
typefaces
duration
team
f r e e r a n g e s t u d i o s
c l i e n t w o r k
s p r i n g 2012
w e b , i n t e r a c t i v e , p r i n t , b r a n d i n g
v a r i o u s
15 w e e k s
j o n a h s a c h s , c o-f o u n d e r
e r i c s m i t h, c r e a t i v e d i r e c t o r
d r e w b e a m, d i r e c t o r o f i n n o v a t i o n
b e n j o h n s o n, d e s i g n e r
During the course of my final semester at the Academy of Art University, I had the fantastic opportunity
of interning at Free Range Studios.
Free Range Studios is a creative branding studio in Oakland. They believe that great stories change
people and the world. They spend their days helping visionary companies and organizations tell
them—creating story-based brands from the ground up. They are known to transform their clients’
visions for a better future into emotionally compelling media—like interactive, mobile, print and
video. Free Range is a socially responsible business that works hard to reduce environmental impact
and return something positive to our communities.
In the 15 weeks I spent here, I had the opportunity to be a part of many projects, large and small.
Some of the clients I worked on are Trout Unlimited, American Red Cross, Patagonia, Social Venture
Network and Great Places To Work With, to name a few. The projects ranged from print to web to
making title and end screens for various video projects.
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10. In the Coop
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Social Venture Network, founded in 1987 is a small group of value-oriented entrepreneurs and leaders
who help thousands of entrepreneurs create more successful, responsible and sustainable enterprises.
Today, SVN leads one of the top world-changing networks with about 550 members, including highly
successful business leaders, social entrepreneurs, and impact investors. It is a platform to connect,
inspire and support influential entrepreneurs who wanted to use business to create a values-driven
and sustainable world.
I designed a poster for their annual conference held in Washington this year. It was also SVN’s 25th
anniversary. The illustration style of the poster is influenced by the scenic and serene beauty of the
place where the conference was held. The color palette used is very diverse to show the different
flavors and scenic beauty of the host city.
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THE LAST WALTZ IN SKAMANIASVN SPRING 2012
Lead The WayHOSPITALITY SUITE • APRIL 19–22
Hosted bySOCIAL(K) • INDIGENOUS • MAMMA CHIA • MARY'S GONE CRACKERS • BACK TO THE ROOTS
MISSION MARKETS • GURU MEDIA SOLUTIONS • GUAYAKI • FREE RANGE STUDIOS
All are
Welc�e
TYLUV AND THE SOCIAL VENTURES
3 NIGHTS: THURS–FRI–SAT
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title
project
duration
advisors
category
typefaces
k n o w
m f a t h e s i s
f a l l 2010–s p r i n g 2012
m i c h a e l k i l g o r e ,
n o a m c h o m s k y,
p h i l h a m l e t t
p r i n t , w e b , i n f o r m a t i o n d e s i g n
i n t e r s t a t e , w a r n o c k p r o
objective: Know is a non-profit organization dedicated to raising awareness about the lack of
transparency in the u.s. mass media and help citizens realize the function and importance of mass
media in a democratic society.
overview: It is important to make citizens in the u.s. realize that the function of the mass media
is to give them an extensive view of what is occurring in the world around them. It is necessary to
safeguard their right to freedom of speech and understand that this right indicates not only freedom
of verbal speech but also any act of seeking, receiving and imparting information or ideas, regardless
of the medium used. Democratic processes are supported and can be strengthened when citizens are
aware of how, where, why and when suppression of data occurs. It is important to understand how
selection of topics, distribution of concerns, emphasis, framing of issues, filtering information affects
the process of news reporting.
goal: The goal is to give the audience with a wide-ranging view of events from across the globe
and offer opportunities for learners to broaden their media experience. The objective is to transform
the process of media consumption into a very active and critical process, where people gain greater
awareness of the potential for misrepresentation and manipulation.
outcome: In order to raise awareness and broaden the media diets of the u.s. citizens, I ended up
creating a non-profit organization called Know. This organization is dedicated to raising awareness
about the lack of transparency in the u.s. mass media which comprises of the internet, television,
radio and newspapers. Know intends to employ an inquiry-based pedagogic model that encourages
people to ask questions about what they watch, hear and read.
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11. Broadening Visions
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THERE ARE DIFFERENTWAYS TO TELL A
STORY. SHOULD YOUJUST TRUST ONE?
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Noam Chomsky is an American linguist, philosopher, cognitive scientist, historian, and activist. He
is an Institute Professor and Professor (Emeritus) in the Department of Linguistics & Philosophy at
mit, where he has worked for over 50 years. Chomsky has been described as the “Father of Modern
Linguistics and Philosophy.”
I had the wonderful opportunity of going to Cambridge and interviewing him in his office. His insights
on linguistics, media, politics and world events were truly helpful in elevating my thesis research.
Later, in mid-fall 2011, he offered to guide me from time to time on my thesis and its progress and be
my advisor till the end.
A free press is crucial for a functioning democracy, but if not truly free, paves the way for •
manipulation and concentration of views, thus undermining democracy itself.
The • u.s. citizens need to open their minds to non-stereotypical images of the world.
The • u.s., often regarded as one of the more freer countries with regards to its media, is worth
looking at in more detail.
The smart way to keep people passive and obedient is to strictly limit the spectrum of acceptable •
opinion, but allow very lively debate within that spectrum—even encourage the more critical
and dissident views.
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209 Trinity Street,
Cambridge, MA 02139
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209 Trinity Street,
Cambridge, MA 02139
209 Trinity Street, Cambridge, MA 02139
858.349.7836
Darshita MistryEditorial Contributer
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www.know.org/about
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www.know.org/about
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Know is a web-based application that acts as a portal for various news sources across the world. It is
designed and built in a way that provides the reader with a variety of news sources. This application
gives the audience a wide-ranging view of what is occurring in the world around them. It offers
opportunities for readers to broaden their media experience. And it also transforms the process of
media consumption into a very active and critical process, where people gain greater awareness of
the potential for manipulation and misrepresentation of news.
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Know presents news coverage of a single event from different sources all on one interface and it
distinguishes the popularity of various news sources across the world by occupying the appropriate
real estate space on the application page. This enables the viewer to analyze which news sources
are most popular and most read across the globe.
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mUSLIm AND THEU.S. mEDIA
THE IRAN-cONTRAAFFAIR(1985–1987)
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Dad, mom and little sister Priyal. I couldn’t thank you all enough for all the love, encouragement
and support all this time. I love you guys so much.
instructors: Phil Hamlett, Hunter Wimmer, Michael Kilgore, Mary Scott, Thomas McNulty,
Stan Zienka, Arvi Raquel-Santos, Roland Young, Jeremy Stout, Lian Ng, Scott Rankin, Michelle
Ronsen, David Hake and Jenny Ji
advisors: Noam Chomsky, Professor (Emeritus) in the Department of Linguistics & Philosophy
at mit, Cambridge; Michael Kilgore, Professor, Academy of Art University
mentors and colleagues: Eric Smith, Jonah Sachs, Ben Johnson, Drew Beam and Amy
Hartzler at Free Range Studios; Dave Eggers and Maria Ines-Montes at 826 Valencia
friends: To all you guys, far and near. Many thanks for all the wonderful memories in the past
4 years. You guys helped me stay sane through this journey.
Thank You
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School: Academy of Art Univeristy, School of Graphic Design
Course: Portfolio Seminar
Instructor: Mary Scott
Student: Darshita Mistry
Telephone: 858.349.7836
Address: 225 Hyde Street, Apt # 405, San Francisco, CA 94102
email: [email protected]
Book bindery: ABC Printing and Binding
Photography: Darshita Mistry
Title of Book: Presence
Text Stock: Neenah Classic Crest Solar White 80lbs
Fonts: Scala Sans, Baskerville
Software: Adobe Creative Suite 5.5
© 2012 All rights reserved. No part of this publication can be reporduced
without express permission from Darshita Mistry.
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