Intrepid the selected works of Alexander Miranda
Intrepid — t he select ed wo rk s of Alexander M i randa
adjective \in-’tre-ped\ : feeling no fear : very bold or brave. characterized by resolute fearlessness, fortitude, and endurance.
concept_ Intrepid; best describes the new journey into the professional design world I am embarking upon. In my time as a design student and part-time professional I have learned that every bump in the road is a test of one’s endurance, respect for the craft and commitment to the trade. As I move forward I continue to learn and work hard with the same fortitude that got me to this point.
Hel
llo
Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness, that most frightens us. Your playing small does not serve the world. There is nothing enlightened about shrinking so that other people won’t feel insecure around you. We are all meant to shine as children do. It’s not just in some of us; it is in everyone. And as we let our own lights shine, we unconsciously give other people permission to do the same. As we are liberated from our own fear, our presence automatically liberates others. Marianne Williamson
Š Copyright All Rights Reserved 2014
Alexander Miranda
This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of Alexander Miranda.
+15108473165 hello@alexandermiranda.com alexandermiranda.com
title _ Int r e p i d - the selected works of Alexander Miranda course _ MFA Portfolio instructor _ Phil Hamlett
printing & binding _ Blurb paper stock _ Mohawk superfine #100 typefaces _ Aller, Adobe Calson Pro software _ Adobe CS6 camera _ Nikon D3000 photography _ Alexander Miranda
Academy of Art University School of Graphic Design 79 New Montgomery, San Francisco CA.
table of contents _ 01
06
Repentance Costs More than Money _ Branding, Print, Packaging
Various Posters
02
07
Diadora
A New American Democracy
_ Branding, Print, Packaging
_ Print
03
08
Mom’s Body Shop
Take Pride in America
_ Branding, Print, Packaging
_ Website, Branding
04
09
America’s Poison
Preservation of Art & Music
_ Digital Publishing
_ Print
05
10
Violence & Violencia
Otomi Sans - Typographic Anthropology
_ Print
_ Thesis
_ Print
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01 project _ Repentance Costs More than Money the selfish & selfless anti-hero in the films of Robert Rodriguez
concept _ This project was to create a film festival centered around an important filmmaker, I chose director Robert Rodriguez. The dangerous, brave and tortured anti-hero characters in such movies as: Desperado, El Mariachi, Sin City, Planet Terror, Machete & From Dusk Till Dawn were the focus of my festival. Whether it be a grindhouse throwback like Machete or an iconic comic book franchise like Sin City, Rodriguez is able to string a thread between them all, the conflicted hero. These iconic characters tow the line between good and bad, right and wrong. Beyond that they are just bad ass films that are fun to watch.
deliverables _
class _
Poster Catalog Book DVD Packaging Website Stationary Tickets Schedule “Kill Kit� Vinyl Records Advertisement Environmental Signage Case
Integrated Communications
instructor(s) _ Hunter Wimmer Chris Morlan
term _ Fall 2010
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01 project _ Repentance Costs More than Money the selfish & selfless anti-hero in the films of Robert Rodriguez
concept _ This project was to create a film festival centered around an important filmmaker, I chose director Robert Rodriguez. The dangerous, brave and tortured anti-hero characters in such movies as: Desperado, El Mariachi, Sin City, Planet Terror, Machete & From Dusk Till Dawn were the focus of my festival. Whether it be a grindhouse throwback like Machete or an iconic comic book franchise like Sin City, Rodriguez is able to string a thread between them all, the conflicted hero. These iconic characters tow the line between good and bad, right and wrong. Beyond that they are just bad ass films that are fun to watch.
deliverables _
class _
Poster Catalog Book DVD Packaging Website Stationary Tickets Schedule “Kill Kit� Vinyl Records Advertisement Environmental Signage Case
Integrated Communications
instructor(s) _ Hunter Wimmer Chris Morlan
term _ Fall 2010
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Integrated Communications
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Integrated Communications
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Integrated Communications
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Integrated Communications
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INTEGRATED COMMUNICATIONS
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02 project _ Diadora reviving a classic Italian sportswear brand
concept _ Diadora is an Italian sports brand with a long history of creating high quality products handmade in Italy. The objective of this project was to resurrect this classic brand that has seen better days. I wanted to have the Diadora reflect the clean contemporary style, fine craftsmanship and heritage that is so indicative of the country’s fashion scene and rich soccer history. The logo mark is influenced by the lines on the soccer pitch and traditional soccer crests of the great soccer teams like AC Milan & Inter Milan. Along with the fundamental aspects of this new identity I also explored Diadora’s potential as a brand with close ties to youth sports and education, specifically health and sportsmanship.
deliverables _
class _
Brand Standards Manual Website
Nature of Identity
instructor(s) _ Gaston Yagmourian
term _ Spring 2011
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02 project _ Diadora reviving a classic Italian sportswear brand
concept _ Diadora is an Italian sports brand with a long history of creating high quality products handmade in Italy. The objective of this project was to resurrect this classic brand that has seen better days. I wanted to have the Diadora reflect the clean contemporary style, fine craftsmanship and heritage that is so indicative of the country’s fashion scene and rich soccer history. The logo mark is influenced by the lines on the soccer pitch and traditional soccer crests of the great soccer teams like AC Milan & Inter Milan. Along with the fundamental aspects of this new identity I also explored Diadora’s potential as a brand with close ties to youth sports and education, specifically health and sportsmanship.
deliverables _
class _
Brand Standards Manual Website
Nature of Identity
instructor(s) _ Gaston Yagmourian
term _ Spring 2011
“
I AM BUILDING A FIRE AND EVERY DAY I TRAIN, I ADD MORE FUEL. AT JUST THE RIGHT MOMENT, I LIGHT THE MATCH.
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Nature of Identity
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Nature of Identity
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Nature of Identity
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“
LEARNING IS NOT ATTAINED BY CHANCE, IT MUST BE SOUGHT FOR WITH ARDOR AND DILIGENCE.
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INTEGRATED COMMUNICATIONS
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03 project _ Mom’s Body Shop from hand drawn to heritage, a classic San Francisco tattoo shop
concept _ For this assignment we were tasked to take an existing hand drawn ad created by a local business and create a new identity for that business. I chose to create a new identity system for Mom’s Body and Tattoo shop. The Haight/Ashbury tattoo shop has a long & storied tradition and I wanted to bring some of those traditional design elements to this identity, as well as introduce potential product opportunities for the brand.
deliverables _
class _
Identity Packaging Posters Website
Visual Literacy
instructor(s) _ Hunter Wimmer
term _ Spring 2009
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03 project _ Mom’s Body Shop from hand drawn to heritage, a classic Haight street tattoo shop
concept _ For this assignment we were tasked to take an existing hand drawn ad created by a local business and create a new identity for that business. I chose to create a new identity system for Mom’s Body and Tattoo shop. The Haight/Ashbury tattoo shop has a long & storied tradition and I wanted to bring some of those traditional design elements to this identity, as well as introduce potential product opportunities for the brand.
deliverables _
class _
Identity Packaging Posters Website
Visual Literacy
instructor(s) _ Hunter Wimmer
term _ Spring 2009
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Visual Literacy
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04 project _ America’s Poison digital magazine focused on the modern political landscape
concept _ This project is a concept for a non-partisan digital magazine centering on divisive politics. I took a few articles from multiple sources to create a collection of political viewpoints that swing to both ends, conservative and liberal alike. It resulted in a piece that has traditional t ypographic elements to have a newspaper/editorial feel as well as contemporary design elements like bold information design that grounds the content with facts and figures.
deliverables _
Class _
Digital Magazine (ipad)
Thinking Outside the Box
Instructor(s) _ Roland Young
Term _ Fall 2011
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04 project _ America’s Poison digital magazine focused on the modern political landscape
concept _ This project is a concept for a non-partisan digital magazine centering on divisive politics. I took a few articles from multiple sources to create a collection of political viewpoints that swing to both ends, conservative and liberal alike. It resulted in a piece that has traditional t ypographic elements to have a newspaper/editorial feel as well as contemporary design elements like bold information design that grounds the content with facts and figures.
deliverables _
Class _
Digital Magazine (ipad)
Thinking Outside the Box
Instructor(s) _ Roland Young
Term _ Fall 2011
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Thinking Outside the Box
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Thinking Outside the Box
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05 project _ Victory & Violencia my love, my obsession & my vice
concept _ For this project we were asked to design a book about a subject matter that we interact with often, if not daily. I watch and read about soccer on a daily basis. It is a sport that has always had a special place for me; the intensity, the drama and the nationalism all create a passionate and often volatile mix that draws me in. For the book I documented the soccer games watched as well as the statistics from those particular games. The result is a book that captures the emotion and unpredictability of the beautiful game.
deliverables _
class _
Book Photography
Experimental Typography
instructor(s) _ Stan Zienka
term _ Fall 2010
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05 project _ Victory & Violencia my love, my obsession & my vice
concept _ For this project we were asked to design a book about a subject matter that we interact with often, if not daily. I watch and read about soccer on a daily basis. It is a sport that has always had a special place for me; the intensity, the drama and the nationalism all create a passionate and often volatile mix that draws me in. For the book I documented the soccer games watched as well as the statistics from those particular games. The result is a book that captures the emotion and unpredictability of the beautiful game.
deliverables _
class _
Book Photography
Experimental Typography
instructor(s) _ Stan Zienka
term _ Fall 2010
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E x p e r i m e n t a l Ty p o g r a p h y
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E x p e r i m e n t a l Ty p o g r a p h y
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06 project _ Various Posters a selection of printed pieces with a range of subject matter
concept _ This is a collection of my favorite posters that I designed while at Academy of Art. Using film, music and religious subject matter as inspiration I created posters for: Drive, American Me, Amadeus, 2001: A Space Odyssey, Clockwork Orange, the entropy of the church in England, and the Michael Jackson song “Rock with you.” In 2011 I was honored to have the 2001: A Space Odyssey & Clockwork Orange posters become part of the Kubrick Retrospective at La Cinémathèque Française in Paris.
deliverables _
class _
Poster
Thinking Outside the Box Integrated Communications Experimental Typography
instructor(s) _ Roland Young Hunter Wimmer Stan Zienka
term _ Fall 2011 Spring 2010 Fall 2010
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06 project _ Various Posters a selection of printed pieces with a range of subject matter
concept _ This is a collection of my favorite posters that I designed while at Academy of Art. Using film, music and religious subject matter as inspiration I created posters for: Drive, American Me, Amadeus, 2001: A Space Odyssey, Clockwork Orange, the entropy of the church in England, and the Michael Jackson song “Rock with you.” In 2011 I was honored to have the 2001: A Space Odyssey & Clockwork Orange posters become part of the Kubrick Retrospective at La Cinémathèque Française in Paris.
deliverables _
class _
Poster
Thinking Outside the Box Integrated Communications Experimental Typography
instructor(s) _ Roland Young Hunter Wimmer Stan Zienka
term _ Fall 2011 Spring 2010 Fall 2010
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Va r i o u s P o s t e r s
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Va r i o u s P o s t e r s
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07 project _ A New American Democracy the birth & design of the New Dialectic Americans political party
concept _ For this assignment we were to consider the “Future� of something. I chose the future of a strong third political party. In this instance I created the N.D.A, the new dialectic americans party. A political party truly of the people based on reason, dialogue and democracy. The book delves into history of political parties, the conservative, the liberal and the way we visually perceive candidates. In the end I have a piece that gives some historical context to a political future with good choices for voters.
deliverables _
class _
Book
Type Systems
instructor(s) _ Brendan Callahan
term _ Fall 2009
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07 project _ A New American Democracy the birth & design of the New Dialectic Americans political party
concept _ For this assignment we were to consider the “Future� of something. I chose the future of a strong third political party. In this instance I created the N.D.A, the new dialectic americans party. A political party truly of the people based on reason, dialogue and democracy. The book delves into history of political parties, the conservative, the liberal and the way we visually perceive candidates. In the end I have a piece that gives some historical context to a political future with good choices for voters.
deliverables _
class _
Book
Type Systems
instructor(s) _ Brendan Callahan
term _ Fall 2009
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08 project _ Take Pride in America it's your land, lend a hand
concept _ Take Pride in America is a government initiative setting out to get young people involved in preserving our state and national parks. The people at Take Pride in America came to the school looking for our creativity and vision for a new website that could do just that, excite young people enough to sign up and lend a hand. My objective was to utilize imagery of our spectacular national parks to emphasize the beauty and value of our natural resources. As important was to create a clear and bold user interface with access points to all potential social media outlets making it easy to get involved and spread the word.
deliverables _
class _
Website
Digital Design
instructor(s) _ Jenny Ji
term _ Fall 2009
KEEP CLOSE TO NATURE’S HEART...AND BREAK CLEAR AWAY, ONCE IN AWHILE, AND CLIMB A MOUNTAIN OR SPEND A WEEK IN THE WOODS. WASH YOUR SPIRIT CLEAN. JOHN MUIR
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08 project _ Take Pride in America it's your land, lend a hand
concept _ Take Pride in America is a government initiative setting out to get young people involved in preserving our state and national parks. The people at Take Pride in America came to the school looking for our creativity and vision for a new website that could do just that, excite young people enough to sign up and lend a hand. My objective was to utilize imagery of our spectacular national parks to emphasize the beauty and value of our natural resources. As important was to create a clear and bold user interface with access points to all potential social media outlets making it easy to get involved and spread the word.
deliverables _
class _
Website
Digital Design
instructor(s) _ Jenny Ji
term _ Fall 2009
KEEP CLOSE TO NATURE’S HEART...AND BREAK CLEAR AWAY, ONCE IN AWHILE, AND CLIMB A MOUNTAIN OR SPEND A WEEK IN THE WOODS. WASH YOUR SPIRIT CLEAN. JOHN MUIR
Digital Design
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Digital Design
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Digital Design
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09 project _ The Preservation of Art & Music the California public school system funding cuts
concept _ The Art and Music programs in California’s public school system are in dire need of support. I took an analytical approach to understanding the scientific benefits of Art and Music within the educational development of young people, then proposed opportunities to improve the current system and curriculum. Within this process we are asked to set up a focus group asking a series of questions with regard to their experiences in school with regard to art and music, how they feel it influences their kids lives, as well as the role art and music plays in their everyday life.
deliverables _
class _
Book Event Invitation Cards Questionnaire Form ID Cards Report Cards
Visual Communications
instructor(s) _ Phil Hamlett Hunter Wimmer Jeremy Stout
term _ Fall 2009
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09 project _ The Preservation of Art & Music the California public school system funding cuts
concept _ The Art and Music programs in California’s public school system are in dire need of support. I took an analytical approach to understanding the scientific benefits of Art and Music within the educational development of young people, then proposed opportunities to improve the current system and curriculum. Within this process we are asked to set up a focus group asking a series of questions with regard to their experiences in school with regard to art and music, how they feel it influences their kids lives, as well as the role art and music plays in their everyday life.
deliverables _
class _
Book Event Invitation Cards Questionnaire Form ID Cards Report Cards
Visual Communications
instructor(s) _ Phil Hamlett Hunter Wimmer Jeremy Stout
term _ Fall 2009
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10 project _ Otomi Sans typographic anthropology
concept _ My final and most significant project is my thesis project, centered around the death of language and the role I, as a designer can have to affect change. It is a worldwide epidemic that affects every culture around the world. As we become more connected globally it is only natural to desire clear universal communication by means of language and technology. With that comes a risk, to forget about our diverse cultures and complex layers of history and tradition. For the project the language I investigate and create an original character set and sans serif typeface for is, Otomi one which my paternal grandmother and select family members speak. Otomi is a pre-aztec native language spoken in the central states of Mexico.
deliverables _
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Typeface Process Book Website
Thesis
instructor(s) _ Carolina de Bartolo Phil Hamlett Dave Gottwald
term _ Spring 2014
I N T E G R AT E D CO M M U N I C AT I O N S
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10 project _ Otomi Sans typographic anthropology
concept _ My final and most significant project is my thesis project, centered around the death of language and the role I, as a designer can have to affect change. It is a worldwide epidemic that affects every culture around the world. As we become more connected globally it is only natural to desire clear universal communication by means of language and technology. With that comes a risk, to forget about our diverse cultures and complex layers of history and tradition. For the project the language I investigate and create an original character set and sans serif typeface for is, Otomi one which my paternal grandmother and select family members speak. Otomi is a pre-aztec native language spoken in the central states of Mexico.
deliverables _
class _
Typeface Process Book Website
Thesis
instructor(s) _ Carolina de Bartolo Phil Hamlett Dave Gottwald
term _ Spring 2014
I N T E G R AT E D CO M M U N I C AT I O N S
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Language death is a process that affects communities where the level of understanding that speakers possess of a given language variety is decreased, eventually resulting in no native or fluent speakers. Language death may affect any language idiom, including dialects and languages. The most common process leading to language death is one in which a community of speakers of one language becomes bilingual in another language, gradually shifting allegiance to the second language until they cease to use their native language. Speakers of some languages may decide to abandon them based on economic or utilitarian grounds, in favor of languages regarded as having greater utility or prestige. This process is gradual and can occur from either bottom-to-top or top-to-bottom. Language death can be fast, when the children are taught to avoid their parents’ language for work opportunities and social status. Historically governments have tried to promote language death, not wishing to have minority languages.
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The loss to humankind of genetic diversity in the linguistic world is arguably greater than even the loss of genetic diversity in the biological world, given that the structure of human language represents a considerable testimony to human intellectual achievement. The Linguistic Society of America
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96% OF THE WORLD’S LANGUAGES ARE SPOKEN BY JUST 4% OF THE POPULATION
A QUARTER OF THE WORLD’S LANGUAGES (ONLY 1,700) HAVE WRITTEN FORMS
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North Alaska Inupiaq 3,000 speakers
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Kven 6,500 speakers
Jèrriais 2,874 speakers Yurok 12 speakers
Cheyenne 2,100 speakers
Aragonese 10,000 speakers Koasati 200 speakers
Lipan 0 speakers
Kwarandzyey 3,000 speakers
Beeke 1,000 speakers Cauqui 11 speakers
Tuxá 0 speakers
Mbyá 10,000 speakers Korana 1 speaker Kawésqar 7 speakers
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Language death manifests in one of the following ways:
Dolgan 5,500 speakers
∙ Gradual language death ∙ Bottom-to-top language death: when language change begins in a low-level environment such as the home.
Kangjia 430 speakers
Ainu 10 speakers
∙ Top-to-bottom language death: when language change begins in a high-level environment such as the government. ∙ Radical language death ∙ Linguicide (also known as sudden death, language genocide, physical language death, biological language death)
Arta 17 speakers
Left: Just a few examples of cultures all over the world suffering from language death. Saliba 2,500 speakers Dhuwal 3,044 speakers
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Why Me? What can I do? Who cares what I think? Since I was five years old I have been making that journey from The Bay Area > Mexico City > Toluca > San Bartolo, going to see my family in the small farming town that my dad grew up in. From the first day I got there till the last time I left I have always been an insider with an outsider’s perspective and while at times trying it gives me a unique perspective regarding our culture. My family, my heritage and our history matters greatly to me and I want to contribute something positive towards maintaining its future. As a Graphic designer I am in a position to bring form to a language that has no unique script of its own. I am personally invested in this project; understand and respect the side of tradition as well as the need for progression and through typography design I can re-contextualize the language through a contemporary medium.
WE ARE VESSELS OF SPEECH. WE ARE THE MEMORY OF MANKIND; BY THE SPOKEN WORD WE BRING TO LIFE THE DEEDS AND EXPLOITS OF KINGS FOR YOUNGER GENERATIONS. Mamadou Kouyaté
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Otomi Sans is a script and typeface that is meant to be utilitarian, familiar and modern with hints of the rich Otomi architecture and art that give it its individuality. The geometry of the typeface is based on classic sans serif typefaces like Neutrafce and Helvetica. The ultimate goal for this typeface is to create a communication vehicle for the Otomi language that is set in the contemporary world.
WHEN WE LOSE A LANGUAGE, WE LOSE CENTURIES OF HUMAN THINKING ABOU T TIME, SEASONS, SEA CREATURES, REINDEER, EDIBLE FLOWERS, MATHEMATICS, LANDSCAPES, MYTHS, MUSIC, THE UNKNOWN AND THE EVERYDAY.
David Malouf
Thank You First of all I would like to thank my family, my parents for their undying love and belief in me, my aunt Maritza & Jesse for being so supportive, all of my family in Mexico who’s distance does not detract from our connection to each other and course thank you to those I have lost and who I miss dearly, I dedicate this to you most of all.
To the professors who have inspired, pushed and demanded the most from me: Hunter Wimmer, Phil Hamlett, Roland Young, Carolina de Bartolo, Mary Scott, Dave Gottwald, Bob Slote, Brendan Callahan & Stan Zienka. Finally to my colleagues, friends and loved ones: Sonia Cortez, Zainab Rupawalla, Ashley Gustafson, DD Cheung, Anthony Stimola, Kelly Whalstrom, Astra Sodarsono, Jonathan Wong, Anne Kimura & Jack Melaugh thank you all so very much.
alexandermiranda.com