the universal language
DESCRIPTION
The selected works of Gina RodriguezTRANSCRIPT
The Universal Language: Throughout history, music has been a form of communication for, and between, everyone, transcending culture and language. Now, design is reflecting the same purpose—we find ways to communicate with each other despite language barriers. Modern tools allow design to realize what before could only exist in the imagination. Music is a complex form of art and communication which exist equally within the realm of design. Both are on an equivalent axis where meaning and intelligence share the same plane. Through design, one can channel purpose, significance and sensation—we are able to communicate tone and meaning just as music communicate emotion and feeling.
THE UNIVERSAL LANGUAGE
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The Universal Language: Throughout history, music has been a form of communication for, and between, everyone, transcending culture and language. Now, design is reflecting the same purpose—we find ways to communicate with each other despite language barriers. Modern tools allow design to realize what before could only exist in the imagination. Music is a complex form of art and communication which exist equally within the realm of design. Both are on an equivalent axis where meaning and intelligence share the same plane. Through design, one can channel purpose, significance and sensation—we are able to communicate tone and meaning just as music communicate emotion and feeling.
THE UNIVERSAL LANGUAGE
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“MY FEAR IS MY ONLY COURAGE”— Bob Marley
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CONTENT01
02 03 04
05
06
07
08
07-15
19-27
31-85
89-101
103-129
133-145
147-159
161-179
PAHLMEYER
VITASKIN
AERO
THE GOLDEN ERA
EDIBLE WASTE R2
BIGOREXIA
GREEN CAB
IDENTITY MARKS
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THE UNIVERSALLANGUAGE
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PAHLYMEYER
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THIS WINE LABEL WAS IN DIRE NEED OF A FACE LIFT. IT WAS ESSENTIAL
TO BREAK THROUGH ALL THE MUDDLED MESS, AND FAST. “A BEV WITH
MO.” IN THIS CLASS, WE WERE INSTRUCTED TO CHOSE AN EXISTING WINE
COMPANY TO RE-BRAND. PAHLMEYER IS AN INTIMATE WINERY LOCATED IN
NAPA VALLEY, CALIFORNIA. I FAVORED THIS COMPANY BY REASON OF SEEING
THIS AS A GREAT OPPORTUNITY TO RE-CREATE AN ENTERPRISE IN WHICH
PERSONALITY WAS CLEARLY LACKING. I HAD TO CREATE A CONCEPTUAL
DESIGN FOR TWO PRICE POINTS, ONE BEING A CABERNET AND CHARDONNAY
LABEL AT A PRICE POINT OF $16, AND THE OTHER A PREMIUM CABERNET,
INCLUDING A GIFT BOX, FOR A PRICE POINT OF $120.
I N S T R U C T O R T O M M C N U LT Y
C L A S S
T I M E L I N E 7 W E E K S
PA C K A G E D E S I G N 3
KICK-ASS PACKAGING AND BRANDING
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“AMBITION IS A DREAM WITH A V8 ENGINE”
— Elvis Presley
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VITASKIN
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THIS SKIN CARE PACKAGING ASSIGNMENT NEEDED TO SHOW A CLEAR
BREAKTHROUGH OF INSECURITIES INTO BEAUTIFICATION. THE PURPOSE
OF THIS PROJECT WAS TO CREATE A COMPELLING DESIGN AND IN-STORE
DISPLAY FOR RETAIL MARKETS. WE CHOSE A COMPANY THAT CURRENTLY
EXISTS BUT DOES NOT OFFER A SKIN CARE LINE. I ULTIMATELY DECIDED
UPON CREATING A LINE FOR VITAMIN WATER. MAKES SENSE, YES? WHY HAVE
AN ABUNDANCE OF ELIXIRS FOR INTERNAL BENEFIT, WHY NOT BEAUTIFY
FROM THE INSIDE OUT AS WELL? THROUGHOUT THE DEVELOPMENT OF
THIS PROJECT, I GAINED EXPERIENCED OF FOLLOWING: LEARNED AND SET-
UP FILES THAT ARE PRODUCTION RELATED, GAINED EXPERIENCE WORKING
WITH MODEL MAKERS AND FABRICATORS, AND APPLIED MULTI-TASK TIME
MANAGEMENT WHEN, AND WHERE, NEEDED.
I N S T R U C T O R T O M M C N U LT Y
C L A S S
T I M E L I N E 7 W E E K S
PA C K A G E D E S I G N 3
MIRROR MIRROR ON THE WALL
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“IT ISN’T WHERE YOU CAME FROM, IT’S WHERE YOU’RE
GOING THAT COUNTS”— ELLA FITZGERALD
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AEROIF TARGET WERE TO LAUNCH A SISTER STORE THAT IS WITHIN THE SAME
MARKET REALM AS CRATE AND BARREL OR WILLIAM SONOMA, WHAT
WOULD IT LOOK LIKE? THIS IS WHERE AERO COMES IN. IT WAS EXTREMELY
IMPORTANT TO KEEP TARGET’S SIMPLE, YET BRILLIANT, IDEAS. THE CONCEPT
CREATED FOR THIS STORE WAS TO PROVIDE A HEALTHIER, MORE POSITIVE,
AND BALANCED LIFESTYLE, WHILE CATERING TO MORE OF AN “URBAN”
AUDIENCE. WITHIN AERO, THERE IS AN EXCLUSIVE LINE WHICH CONTAINS
FOOD, PERFORMANCE, AND PET PRODUCTS. THE BRANDS WE CREATED FOR
AERO ARE: NAKED, PREP, SPACE AND ROOTS. THIS PROJECT WAS PRESENTED
AT THE DIELINE CONFERENCE IN CHICAGO.
PROVIDING FOR THE RICH
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I N S T R U C T O R M I C H A E L O S B O R N E
C L A S S
T I M E L I N E 1 4 W E E K S
PA C K A G E D E S I G N 4
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PRIVATE LABEL | “THE CLEAR CHOICE”
FOODPASTA SAUCE
JAMS
TRAIL MIX
TREK MIX
BANANA CHIPS
APRICOT SLICES
CEREALS
PERFORMANCELAUNDRY DETERGENT
FABRIC SOFTENER
LOOFAH SPONGE
SCOUR PAD
ALL PURPOSE CLEANER
HAND SOAP REFILL
DISH SOAP
GLASS CLEANER
HAND SANITIZER
PETSDOG FOOD
DOG TREATS
DOG CHEW TOY
LEASH HANDLE
CAT FOODCATNIPCAT TOYKITTY GRASSCAT/DOG BOWL
AERO STAMPING SYSTEMAERO’S “E” STAMPING SYSTEM WAS DEVELOPED FROM AERO’S LOGO. IT
SYMBOLIZES HOW AERO IS AN ECO-FRIENDLY STORE, AND HOW THE STORE
IS PROVIDING THE MOST IN ECO-CONCIOUS AND HEALTHIER PRODUCTS
TO THEIR GUESTS. THE “E” STAMP IS USED TO EDUCATE CONSUMERS ON
PRODUCTS THAT CAN EITHER BE BIODEGRADABLE, RECYCLED, CONTAIN
ORGANIC INGREDIENTS OR BE MADE FROM SECOND LIFE MATERIALS
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HOUSE OF BRANDS
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KITCHEN LINE ENDORSED BY AERO
“CONTEMPORARY CLASSIC”
CLEAN, CLASSICAL, FUNCTIONAL
SKIN CARE LINE
“CLEAN ELEGANCE”
PURE, NATURAL, MINIMAL
GARDENING LINE
“MODERN CRUNCH”
ORGANIC, RUSTIC, MODERN
HOLISTIC HEALTH LINE
“EARTHY ALTERNATIVE”
ENERGY, HOLISTIC, INFORMATIVE
HOME LINE
“URBAN RUSTIC”
CALM, AURA, BALANCE
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AEROL I N E
C O N T E N T S
S O L U T I O N
F O O D
P E T S
P E R F O R M A N C E
P R I VAT E L A B E L
A E R O P R O M O T E S A N A C T I V E A N D W E L L - B A L A N C E D
L I F E S T Y L E B Y P R O V I D I N G A L L N AT U R A L A LT E R N AT I V E S
F O R T H E I R C O N S U M E R S . A E R O R E C O G N I Z E S T H AT B E I N G
E C O - C O N S C I O U S I S N ’ T J U S T A T R E N D — I T ’ S T H E F U T U R E .
3.1
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PREPL I N E :
C O N T E N T S :
S O L U T I O N
K I T C H E N P R O D U C T S
E N D O R S E D B R A N D
P R E P I S I N S P I R E D B Y T H E D U R A B I L I T Y A N D B E A U T Y O F
N AT U R A L M AT E R I A L S , W H I C H I S W H Y P R E P P R O V I D E S
B A M B O O A N D C A S T- I R O N C L AY P R O D U C T S . P R E P
K N O W S T H E I M P O RTA N C E O F R E L I A B L E A N D S L E E K
I N S T R U M E N T S F O R Y O U R K I T C H E N .
3.2
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L I N E :
C O N T E N T S :
S O L U T I O N
NAKED
E Y E C R E A M
FA C I A L T O N E R
C L E A N S I N G E M U L S I O N
B O D Y T R E AT M E N T
FA C E & N E C K S E R U M
E X F O L I AT I N G S C R U B
P R O T E C T I V E D AY C R E A M
S K I N C A R E
N A K E D B E L I E V E S I N N AT U R A L B E A U T Y. A C O M P O S I T I O N
O F A L L O R G A N I C P R O D U C T S T H AT G E N T LY R E V I V E Y O U R
S K I N T O I T S N AT U R A L G L O W.
3.3
6365
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L I N E :
C O N T E N T S :
S O L U T I O N
ROOTS
S E E D S
T O O L S
F E RT I L I Z E R
G L O V E S
P L A N T I N G K I T
P O T P L A N T E R
G A R D E N I N G
R O O T S C O N TA I N S S U S TA I N A B L E A N D I N N O VAT I V E
P R O D U C T S T O H E L P Y O U R U R B A N G A R D E N F L O U R I S H .
T H E C O M P O S T P R O G R A M , P R O V I D E D B Y A E R O , I S O U R
“ T H A N K Y O U ” F O R TA K I N G T H E E X T R A S T E P S T O S AV E
O U R E A RT H .
3.4
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L I N E :
C O N T E N T S :
S O L U T I O N
RESTORE
H E R B A L P I L L S
E S S E N T I A L O I L S
H O L I S T I C H E A LT H
R E S T O R E P R O M O T E S A H O L I S T I C A P P R O A C H T O Y O U R
E V E RY D AY PA I N R E M E D I E S W I T H O U T T H E S I D E E F F E C T S .
R E S T O R E P R O V I D E S R E M E D I E S T O E X H I L A R AT E Y O U R
N AT U R A L H A R M O N Y.
3.5
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L I N E :
C O N T E N T S :
S O L U T I O N
SPACE
VA S E
WA L L C L O C K
D E S K L A M P
P I C T U R E F R A M E
A L A R M C L O C K
WAT E R F O U N TA I N
H O M E
S PA C E B E L I E V E S B A L A N C E S TA RT S I N T H E H O M E A N D
E M U L AT E S T O T H E R E S T O F T H E W O R L D . W E C R A F T E D
P R O D U C T S M A D E F R O M S E C O N D L I F E M AT E R I A L S
I N S P I R E D B Y T H E T H E O R I E S O F F E N G S H U I .
3.6
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“SUCCESS IS FALLING NINE TIMES AND GETTING UP TEN”
— Jon Bon Jovi
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THE GOLDEN ERA
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THE PURPOSE OF THIS PROJECT WAS TO CREATE A SERIES OF POSTERS
CONTAINING FAMOUS ICONIC MUSICIANS. THIS PROJECT FOCUSES MORE ON
THE ARTIST IN THE PERSONAL ASPECT OF THEIR LIFE, RATHER THAN THEIR
ACHIEVED FAME. THE PROJECT WAS CENTRALIZED ON WHERE THE ARTIST
CAME FROM, WHO THEY WERE BEFORE THE FAME, AND, ULTIMATELY, WHAT
GAVE THEM THE FAME. THROUGH THESE POSTERS, ONE CAN SEE A DEEPER
STORY THAN WHAT IS ONLY VISIBLE ON THE SURFACE.
I N S T R U C T O R R O L A N D Y O U N G
C L A S S
T I M E L I N E 1 0 W E E K S
P R I N T 3
SEX, DRUGS AND ROCK AND ROLL
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EDIBLE WASTE
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THIS PROJECT WAS CREATED UNDER PROFESSOR TOM SIEU’S R3 LAB. THE
PURPOSE OF THIS PROJECT WAS TO PICK AN EXISTING PRODUCT THAT
HAS A NEGATIVE IMPACT OUR ENVIRONMENT, AND CHANGE IT INTO A
POSITIVE IMPACT. I DECIDED TO CHOOSE FOOD PACKAGING. ONE THIRD OF
THE WASTE PRODUCED IN THE UNITED STATES IS FROM FOOD PACKAGING
ALONE. I RESEARCHED AND FORMULATED A SOLUTION INVOLVING THE
USAGE OF A BIODEGRADABLE, SUGAR CANE BASED MATERIAL, TO CONTAIN
EVERY TYPE OF FOOD. THIS BOOK WAS INTENTIONALLY MADE TO BE 100%
BIODEGRADABLE BY USING ALL NATURAL MATERIALS AND SOY BASED INKS.
I N S T R U C T O R T O M S I E U
C L A S S
T I M E L I N E 1 4 W E E K S
P R I N T 2
IT’S EASY BEING GREEN
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DESCRIPT ION A 1 0 0 % B I O D E G R A D A B L E M AT E R I A L T H AT C A N B E U S E D F O R A L M O S T E V E RY
T Y P E O F F O O D PA C K A G I N G . T H E M AT E R I A L , C A L L E D B A G G A S S E , D E R I V E D
F R O M S U G A R C A N E , C A N B E R E F R I G E R AT E D , H E AT E D , A N D F R O Z E N W H I L E
M A I N TA I N I N G A R O O M T E M P E R AT U R E W I T H O U T A F F E C T I N G T H E F O O D T H AT
I S B E I N G PA C K A G E D . T H I S M AT E R I A L C A N B E P R I N T E D O N A N D H O L D A
D E S I G N A S W E L L . B Y U S I N G T H I S P R O D U C T, W E C A N S AV E O U R P L A N E T A N D
B E O N E S T E P C L O S E R T O S AV I N G O U R F U T U R E .
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DESCRIPT ION
E A C H O F T H E S E I T E M S P R O V I D E D B E L O W I S T O S H O W Y O U H O W T H I S M AT E R I A L
C A N S U S TA I N M U LT I P L E D E G R E E S O F T E M P E R AT U R E . T H E M I C R O WAVA B L E
T R AY C A N B E H E AT E D A S H I G H A S 4 0 0 º F, T H E C H I P A N D F O O D PA C K A G E S C A N
H O L D R O O M T E M P E R AT U R E S , A N D T H E M I L K / WAT E R C A RT O N A N D I C E C R E A M
PA C K A G E S C A N S U S TA I N A C O L D T E M P E R AT U R E AT - 1 3 º F.
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DESCRIPT ION
O N C E S U G A R C A N E I S H A RV E S T E D , I T I S B R O U G H T T O A M I L L I N G P L A N T
W H E R E I T I S C R U S H E D W I T H R O L L E R S . T H E S E R O L L E R S C R U S H T H E S TA L K S
T H U S E X T R A C T I N G J U I C E F R O M T H E S U G A R C A N E . T H E J U I C E I S C O L L E C T E D
A N D R E M O V E D T O B E P R O C E S S E D I N T O S U G A R . T H E R E M A I N I N G F I B R O U S
S TA L K I S C A L L E D B A G A S S E . T Y P I C A L LY, 1 0 PA RT S O F C R U S H E D S U G A R C A N E
W I L L Y I E L D 3 PA RT S O F W E T B A G A S S E . O N C E R E M O V E D , B A G A S S E W I L L B E
S T O R E D F O R O N E O F I T S T H R E E M A J O R U S E S : PA C K A G I N G .
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DESCRIPT ION
E A C H I T E M P R O V I D E D B E L O W I S T O S H O W H O W T H E P R O D U C T W I L L L O O K
I N I T ’ S N AT U R A L E N V I R O N M E N T. T H E P O I N T H E R E I S T O M A X I M I Z E S H E L F
S PA C E W H I L E R E F R A I N I N G F R O M O V E R M A R K E T I N G T H E P R O D U C T.
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“MUSIC EXPRESSES THAT WHICH CANNOT BE SAID AND ON WHICH
IT IS IMPOSSIBLE TO BE SILENT”— Victor Hugo
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BIGOREXIA
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IN THIS CLASS, WE HAD TO PICK AN EXISTING PAPER COMPANY AND
CHOOSE A SPECIFIC LINE OF PAPER THEY OFFERED. WE WERE TO CREATE
A PROMOTIONAL BOOK REFLECTING THE CONCEPT OF THIS LINE OF
PAPER. I DECIDED UPON THE FRENCH PAPER COMPANY, AND CHOSE THE
“MUSCLETONE” LINE THEY OFFER. THE PURPOSE OF THIS SPECIFIC LINE
OF PAPER OFFERED WAS TO SHOW, NOT ONLY IT’S STURDINESS, BUT IT’S
STRENGTH, HANDSOMENESS AND DURABILITY AS WELL. USING THESE KEY
TERMS, I HAVE BEEN ALLOWED TO RESEARCH AND INVESTIGATE THE LIVES
OF WORLD FAMOUS BODY BUILDERS AND WRESTLERS.
I N S T R U C T O R A R I E L G R E Y
C L A S S
T I M E L I N E 1 4 W E E K S
T Y P E 3
BODY DYSMORPHICDISORDER
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GREEN CAB
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THIS PROJECT CALLED FOR A MAJOR RE-BRANDING STRATEGY. OUR
ASSIGNMENT WAS TO CREATE A NEW IDENTITY, APPLICATION SYSTEM, AND
STANDARDS MANUAL FOR A TAXI CAB COMPANY. OUR RESPONSIBILITY FOR
THIS NEW IDENTITY WAS TO DESIGN ANOTHER SYMBOL AND WORDMARK
FOR THE COMPANY. GREEN CAB WAS FOUNDED IN 2007 IN SAN FRANCISCO,
CA. THE MAIN CONCEPT FOR THE CREATION OF THEIR NEW IDENTITY WAS
NOT SO MUCH TO FOCUS ON THEM BEING “GREEN”, BUT RATHER ON THE
GPS SERVICE THEY OFFER THROUGH SMART PHONES. THIS SERVICE ALLOWS
CUSTOMERS TO PULL OPEN A MAP ON THEIR MOBILE DEVICE, LOCATE
GREEN CABS THAT ARE IN CLOSE PROXIMITY, AND TAP ON THE SCREEN TO
BE PICKED UP WITHIN MINUTES.
I N S T R U C T O R T O M M C N U LT Y
C L A S S
T I M E L I N E 6 W E E K S
I D E N T I T Y 2
THE CAB THAT MAKES A DIFFERENCE
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GREEN CAB
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IDENTITY MARKS
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FAMILY FOUNDATION
FAMILY FOUNDATION
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“MUSIC GIVES A SOUL TO THE UNIVERSE, WINGS TO THE MIND,
FLIGHT TO THE IMAGINATION, AND LIFE TO EVERYTHING”
— Plato
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COLOPHONS C H O O L
A C A D E M Y O F A RT U N I V E R S I T Y
S T U D E N T
G I N A N O E L L E R O D R I G U E Z
4 1 5 . 3 5 9 . 7 9 2 1
G I N A @ G I N A N R O D R I G U E Z . C O M
I N S T R U C T O R
M A RY S C O T T
B O O K B I N D E R Y
T H E K E Y P R I N T I N G A N D B I N D I N G
5 8 5 1 O C E A N V I E W D R I V E
O A K L A N D , C A 9 4 6 1 8
P H O T O G R A P H Y
G I N A N O E L L E R O D R I G U E Z , P L O T N E T
T I T L E O F B O O K
T H E U N I V E R S A L L A N G U A G E
C O V E R S T O C K
B L A C K A R R E S T O X
P R I N T E R
P L O T N E T
9 8 B AT T E RY S T. S U I T E 4 0 2
S A N F R A N C I S C O , C A 9 4 1 1 1
T E X T S T O C K
N E E N A H C L A S S I C C R E S T 1 0 0 L B T E X T
F O N T S
T R A D E G O T H I C L I G H T / M E D I U M / B O L D
B O D O N I I T C T T B O O K / B O O K I TA L I C
S O F T W A R E
A D O B E C R E AT I V E S U I T E 5 . 5
© 2 0 1 1 A L L R I G H T S R E S E RV E D . N O PA RT O F T H I S P U B L I C AT I O N
C A N B E R E P R O D U C E D W I T H O U T T H E E X P R E S S P E R M I S S I O N O F
G I N A N O E L L E R O D R I G U E Z
183
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THANK YOUFIRST AND FOREMOST I WANT TO THANK MY MOM AND DAD WHO HAVE RISKED
SO MUCH FOR ME. BOTH OF YOU HAVE GIVEN UP A GREAT DEAL IN ORDER FOR
ME TO HAVE THE BEST EDUCATION. THE TWO OF YOU HAVE NEVER STOPPED
BELIEVING IN ME, AND TAUGHT ME ONE OF THE MOST IMPORTANT THINGS
IN LIFE, NEVER GIVE UP ON YOUR DREAMS. WORDS CANNOT EXPRESS MY
GRATEFULNESS TO HAVE THE TWO OF YOU IN MY LIFE. I LOVE YOU BOTH.
TO MY SISTER, MICHELLE RODRIGUEZ, THANK YOU FOR JOINING ME ON THE
NUMEROUS ERRANDS I DRAGGED YOU ON AND HELPING ME SOUND SMARTER
THROUGH YOUR AMAZING WRITING ABILITIES. YOU HAVE BEEN THERE FOR
ME THROUGH EVERYTHING. WHEN TIMES WERE ROUGH YOU PULLED ME BACK
ON MY FEET. YOU GIVE ME THE COURAGE TO NEVER GIVE UP ON ANYTHING.
BECAUSE OF YOU, I GRADUATED COLLEGE.
THANK YOU TO ALEX HARROCH. YOU HAVE STUCK BY MY SIDE SINCE THE VERY
BEGINNING. EVEN THOUGH THIS HAS BEEN A LONG JOURNEY FOR ME YOU HAVE
NEVER STOPPED SUPPORTING ME AND FOR THAT I AM ETERNALLY GRATEFUL.
THANK YOU TO THE REST OF MY FAMILY AND FRIENDS. I LOVE YOU ALL. THANK
YOU ALL FOR YOUR CONTINUOUS SUPPORT THROUGH MY DESIGN EDUCATION.
LASTLY I WOULD LIKE TO THANK THE FOLLOWING INSTRUCTORS AT THE
ACADEMY; MARY SCOTT, AUDREY DONALDSON, SCOT CRISP, ROLAND YOUNG,
MICHAEL OSBORNE, TOM MCNULTY, ANDREW CAMBOURIS, MARK REYNOLDS,
ARIEL GREY AND TOM SEIU. THANK YOU FOR ALWAYS PUSHING ME TO DO MY
BEST AND CHALLENGING ME TO BECOME A BETTER DESIGNER. YOU ALL HAVE
AND STILL INSPIRE ME.
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