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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


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ZAINAB RUPAWALLA / MFA PORTFOLIO

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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.


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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


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ZAINAB RUPAWALLA / MFA PORTFOLIO

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howard johnson

909 Hancock StreetQuincy, MA 02170.

[email protected]

T: 617–773–0299M: 617–773–0299

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Light Traveler

© 2010

LIGHT TRAVELER

Icon for a iphone application

© 2010

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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

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CALENDAR POSTERS

TERM Spring 2010

PROJECT Calendar Posters

COURSE Type Experiments 3

INSTRUCTOR Lian Ng

AUDIENCE Teenagers and young adults


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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TERM Spring 2010

PROJECT Fi lm Festival

COURSE Integrated Communication

INSTRUCTOR Hunter Wimmer, Christopher Morlan

AUDIENCE People who l ike Scorsese f i lms


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

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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


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A MARTIN SCORSESE

FILM FESTIVAL

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TRINITY BOXING ARENA

60 CHELSEA PIERS,

NEW YORK.

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Enter main entrance

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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

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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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TERM Fall 2011

PROJECT Packaging

COURSE Packaging 3

INSTRUCTOR Tom McNulty

AUDIENCE Caner Patients

DURATION Five weeks

TYPEFACE Serifa & Knockout


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

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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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PROJECT Olive Oil

COURSE Packaging 2


AUDIENCE Cake & pastry bakers

DURATION Five weeks

TYPEFACE Serifa & Tungsten


PALETTE Futurist ic

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OLÉ OLÉ / OLIVE OIL PACKAGING

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TERM Fall 2011

PROJECT Tea Packaging

COURSE Package Design 2


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


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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.


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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


TYPEFACE Rockwell

KEY WORDS Relationship, Family, Love

PALETTE Happy

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ILLUSTRATIONS / BOOK MAKING

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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


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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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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space&time

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