presence: graduate portfolio

Presences e l e c t e d w o r k s o f dar shita mistry

Presenceselected works of darshita mistry

presence_ g r a d u a t e p o r t f o l i o

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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

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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8

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.

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.

02. Two is a Company


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alonealone


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alone

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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


s p r i n g 2011


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.

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.

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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term

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duration

s f z o o t a b l e l a m p


s p r i n g 2011


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.

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.

06. Bringing Communities Together


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project

class

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.

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


f a l l 2011


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.

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.

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.

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.

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.

11. Broadening Visions


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t itle_ k n o w : a m f a t h e s i s

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

[email protected]

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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presence: graduate portfolio

Documents

n e u e

e c t e d w o r

presences e

n d e r r o h e c

t e p o r t f o

e c t i o n p

v e t i c

g e d e s i g n