Mushkie Uliel Portfolio by Design Alive LTD

Mushkie Uliel Designs Portfolio

Book C over Des ign

A Path for Life is compiled of writings from different Chassidic masters. The cover is designed to reflect the concepts of life as portrayed by nature, and Torah as the path of life.

CD Des ign Childrens music and movement CD. Designed to attract a young audience.

Lo go & C or por ate I den tity

Logo designed for Merkaz Meira. The concept was to create a logo with both strong viibrant quallities yet with a touch of femininity. A day and night look were both developed to be used depending on the mood desired.

irthing

Serene

irthing

07870243919

44 Green Walk, London, NW4 2AJ

info@serenebirthing.co.uk

www.serenebirthing.co.uk

Logo created for Serene Birthing. The idea was to convey a calm and trusting look using the existing colors of the company.

Lo go & C or por ate I den tity

Serene

Lo go & C or por ate I den tity

helping busi

nesses go p

54 Windsor Court, Golders Green Road, NW11 9PR

07919873111

aperless

aa12nec65@gmail.com

Created S.O.S., a go green company which encourages businesses to go paper free.

‫‪Fl ye rs & A d v e rti s men ts‬‬

‫ישיבת‬

‫חב“ד‬ ‫גבעת‬

‫ישיבת‬

‫חב“ד‬

‫סעודת‬ ‫משיח‬ ‫זה מאיר גילוי אורו של משיח" (כלשון הבעש"ט)‬

‫"כי ביום ה‬

‫בחג האחרון של‬

‫יר‬

‫חנניה‬

‫ושלים‬

‫גבעת חנניה‬ ‫ירושלים‬

‫עורים מרתקים‬ ‫מחפש שי‬ ‫נושא ביהדות?‬ ‫בכל‬

‫חילים?‬

‫ם למת‬

‫מושגי‬ ‫מוד‬ ‫מחפש ליברותא?‬ ‫חפש ח‬ ‫פנימיות‬ ‫מ‬ ‫סידות (‬ ‫למוד ח‬ ‫חפש ל‬ ‫מ תורה)?‬ ‫סודרת?‬ ‫ה‬ ‫סגרת מ‬ ‫חפש מ‬ ‫מ‬

‫פסח אחרי תפילת מנחה (לפני השקיעה)‬

‫בבית הכנסת "שלום ורעות"‬ ‫ר ח וב אב יג יל ‪ 1‬א בו ‪-‬ט ור‬

‫מלובאוויטש מה"מ מדגיש שאכילה סעודה זו‬ ‫הרבי‬ ‫קת בלב כולנו את האמונה ביאת משיח וצפיה‬ ‫מחז‬ ‫לגאולה ובך מזרזים את בואו‪.‬‬

‫ישיבת‬

‫חב ד‬ ‫"‬

‫שר‬ ‫ירת ק פים‪:‬‬ ‫יצ‬ ‫ס‬ ‫ל טים נו ‪052‬‬ ‫ר‬ ‫‪-77‬‬ ‫ופ ‪044‬‬ ‫‪43‬‬

‫גבעת חנניה‬ ‫מ‬ ‫חפש שיעורים‬ ‫נושא ביהדות? מרתקים בכל‬ ‫א דו נ נו‬ ‫מחפ‬ ‫י חי‬ ‫ש לימוד מושגי‬ ‫ם למתחילים?‬ ‫מח‬ ‫פש חברותא?‬ ‫מחפש‬ ‫ללמוד חסי‬ ‫התורה)?‬ ‫דות (פנימיות‬

‫תבוא‬

‫לבקר ב‪-‬‬

‫ת חב"ד‬

‫ב‬ ‫י‬ ‫יש ת‬ ‫גבע‬

‫מלך ה‬ ‫ו ר בי נו‬ ‫מו ר נו‬

‫מ שי ח‬

‫חנניה‬

‫אבו תור‬

‫ם ועד‬ ‫ל עו ל‬

‫מחפש מס‬

‫גרת מסודרת?‬

‫תבוא לבקר ב‪-‬‬

‫י‬ ‫שיבת‬ ‫חב"ד‬ ‫גבעת ח‬ ‫נניה‬

‫ליצירת קשר‬ ‫ופרטים נוספים‪:‬‬ ‫‪052-7704443‬‬

‫אבו תור‬

‫י חי אדו ננו‬ ‫מו רנו ו רב ינו‬ ‫מ לך ה מש יח‬ ‫לעו לם ו עד‬

‫‪Assorted flyers created for Yeshivat Chabad‬‬ ‫‪Givaat Chananya.‬‬

‫חב‬ ‫"‬ ‫ד‬ ‫א‬ ‫ב‬ ‫ו טור‬ ‫מתכבד‬ ‫תל‬

‫ישיבת‬

‫חב“ד‬

‫הזמין‬ ‫אתכם‬

‫גבעת חנניה‬

‫טנק‬ ‫ת‬ ‫ו‬ ‫ו‬ ‫המצ‬ ‫אליכם!‬ ‫ירושלים‬

‫מגיע‬

‫ו משה‬ ‫ע‬ ‫ז‬ ‫י‬ ‫ז‬ ‫ב‬ ‫ד‬ ‫ניאל מנחם בןן אליהו‬ ‫מ‬ ‫טאבאנפור שה עזיז‬

‫קרוב!‬

‫מישי ה‬

‫יום ח‬

‫ב‬ ‫‪v‬‬

‫לע”נ‬

‫ד’ בכסלו‬ ‫)‬

‫י‬ ‫ו‬ ‫ם‬ ‫י”ט ס שלישי‬

‫‪ 7. 1‬ל מ נ י י נ ם‬ ‫(‪1‬‬

‫בשעה ‪16:00‬‬

‫יון‬ ‫‪,‬‬ ‫ת‬ ‫ש‬ ‫ע‬ ‫”ג‬

‫בית נחמיה‬ ‫ליד‬

‫מי שי בש עה ‪.16 .0 0‬‬ ‫לש בו עיי ם בי מי ח‬ ‫ת ת ת קיי ם אח ת‬ ‫יד "בי ת נ חמ יה"‬ ‫ה פע ילו‬ ‫יע לח ני יה הג דו לה ל‬ ‫ת ‪ .‬ט נק המ צוו ת יג‬ ‫קו‬ ‫ד‬ ‫‪50‬‬ ‫ו מע ני ינ ת ליל די ם‬ ‫למ שך‬ ‫פע ילו ת מר תק ת‬ ‫ו א ז ת יע רך‬ ‫ת‪.‬‬ ‫ת וך ט נק המ צוו ‪.‬‬ ‫פר סי ם ו ממ ת קי ם ב‬ ‫עם‬

‫‪3‬‬ ‫‪1‬‬ ‫‪0‬‬ ‫‪2‬‬ ‫‪.‬‬ ‫‪5‬‬ ‫‪0‬‬ ‫‪28.‬‬ ‫בש‬ ‫ע‬ ‫ה‬ ‫‪0‬‬ ‫‪3‬‬ ‫‪15:‬‬ ‫יחי א‬

‫דוננו‬ ‫מורנו ור‬

‫תה‬ ‫ו לוכה ס‬ ‫ס‬ ‫ג‬ ‫ו‬ ‫נ‬ ‫י‬ ‫ת עם‬ ‫ריקודים‬ ‫מ‬ ‫ד‬ ‫שירים‬ ‫ר‬ ‫עד לבית הכ ך חברון‬ ‫פ‬ ‫י‬ ‫נ‬ ‫ת‬ ‫נ‬ ‫נעמי‬ ‫ורעות”‪ .‬שם סת הס‬ ‫פ‬ ‫ר‬ ‫ד‬ ‫י‬ ‫יערכו הקפו “שלום‬ ‫הספר‬ ‫ת‬ ‫ו‬ ‫ת‬ ‫ר‬ ‫ע‬ ‫ה‬ ‫‪.‬‬ ‫ם‬ ‫תתקיים ס לאחר‬ ‫ה‬ ‫ה‬ ‫ק‬ ‫פ‬ ‫ות‬ ‫עודה‬ ‫ח‬ ‫ג‬ ‫י‬ ‫ג‬ ‫י‬ ‫בישיב‬ ‫ת‬ ‫ת‬ ‫ו‬ ‫ה‬ ‫ח‬ ‫ת‬ ‫ב‬ ‫ו‬ ‫ו‬ ‫”‬ ‫עדות‬ ‫ד גבעת‬ ‫חברון‬ ‫‪1‬‬ ‫ח‬ ‫נ‬ ‫‪5‬‬ ‫‪.‬‬ ‫נ‬ ‫י‬ ‫ה‬ ‫דרך‬

‫בינו מל‬

‫ך המ‬ ‫שיח לעו‬

‫‪:‬‬

‫לם ועד!‬

‫לפרטים‬

‫נוספים ‪0527704443‬‬

‫‪Assorted flyers created for Yeshivat Chabad‬‬ ‫‪Givaat Chananya.‬‬

‫‪Fl ye rs & A d v e rti s men ts‬‬

‫ב”ה‬

Pack agin g Des ign A fun fresh twist for wine packaging.

Br ochure Des ign

Designed for a home interior decorating firm, this brochure uses images and bright colors to create a warm and inviting feel.

y made eas

It Together® Our

product

assortment

From Our S C u s t o m atisfied ers:

ents, dow treatm is huge! Win area bles, carpets, bedding ensem s, g, accessorie erin cov ll rugs, wa re and nitu fur ed ter lighting, uphols rally niture - we lite case good fur fact proud of the ’re We all! it have and skilled d ine tra hly that our hig well e access to decorators hav ada’s U.S. and Can the of 150 r ove hings home furnis top quality w that kno We manufacturers. nt of wide assortme with such a to ﬁnd YOUR e sur ’re we samples, solution. perfect design

e ourselves on le – and we prid s – your lifesty and your like come to your que We . uni get a bud truly g within YOUR Interiors is doing everythin Decorating Den t then create tha st and ject, can proudly boa about your pro zation! Who else e, talk with you as amazing organi ry major hom tive design ide ora eve lab rly col nea in our es tured plan that match y has been fea use a design cifically for their compan Ho spe m d Fro ate a? cre – all rth Americ fect product magazine in No – with the per home shelter ut us is custom Day, Good Everything abo me, Woman’s your lifestyle. Traditional Ho and to you ul ation, utif our Bea through install Gardens, y wa and the s all me Ho ign ideas g, and Better ing from initial des Housekeepin ier – and sav of pages! g your life eas ced hundreds it all – makin vers have gra clients g we handle our fabulous makeo thin r E offe ON in ays we specialize Plus, we alw Den Interiors valuable time. At Decorating t reflect you ign spaces tha mate goal to des ulti our It’s ! – YOU

The Most

ning entire ow treatm ents to desig From new custom wind do it all! Magn ificent rators deco ted talen home interiors, our room s and fabun nook s. Four-season great room s. Cozy kitche ry, you’l l Before & After Photo Galle our In s. suite om lous bedro . of space, large or small kind every ed form see how we’ve trans

Brands

“Elain desires e was th ou recom and budget ghtful of our mendati an result on acco d made her was a design rdingly. The pleased end that w with an e receiv ed man d proud of an are very y com plimen d we have ts.” Joy ce & Bob B ., Vir

ginia

“Yelen look ab a, we are SO so happy functio lutely beau tiful. Th with the kitc nal for hen. Th ey are those are th win eleg rille e wind ow trea you hav d! We are al dows. You fu ant contem tm po lfilled al so spee e l of our rary and extr ents withou done in ther chless requir e is sp t putti ements emely ot-on p about the d ng the ining ro light o erfect. and we Lisa, n o I and st m. Ever Wisco aring at can’t walk th ything nsin rough it.” the ro om

“Lori’s vision were for m no y win envisio thing that ned m I could dows ys boring and un elf. The roo have m was invitin windo g and w trea now th tm room e off nic ents really set th ely. Th love o e ur win anks Lo ri. We S. Dun dow treatm en can, Il ts!” li n ois

“Thro how an ugh Donal d’s ta d bac lent, ked b Den In perse y th te beauti riors, Donald e organizati verance, kn fully d o o has co eco nverte n of Decora w which d our we are rated, com ting h fortab very p endors le hom ouse into a roud. e Don e, W al and on e wou home. d to an ld e Thank you Do yone wantin recommend in nald!! g to im and Jim & ” prove Evely th ei r n W.C aliforn ia

How To Get

Started

A ny Project,

Any Size your home, professional comes to A talented decorating perfect budget and creates your and style taste, your discovers m window treatments custo From on. soluti interior decorating it all: designing, home, we take care of to decorating an entire measuring, ordering and

installing. You simply enjoy

100 brand works with more than Decorating Den Interiors fabulous For . store any than far more name manufacturers – w and wall accessories. Lighting, windo and rugs Area ure. furnit upholstery, s for window treatments, coverings. Elegant fabric décor. home of world a you bring even custom bedding. We

styles, the The latest trends and your own interior

talents and expertise of

your budget. No decorator – and all within ica’s premier Amer North we’re er wond any. Why Wait? in-home decorating comp ful. Call for your Let’s do something beauti n.

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1-800

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-DEN

“Havin decided g moved to a new and m to seek help state an ad . I fou d need nd chests e a call. She was ve Dee online ing addition and a leat ry pro week an fession at www.dec al furniture, d the so her sleeper oratin al and I so I enjoy fa fa gden w . Th pro ith and re ceive co in a month. e chests arri mpt. We cho .com Th ve se two mplim Sal D ents o ey are uniqu d at the end ., Florid n when e custo o a m piece f one friend s visit.” s whic h

Br ochure Des ign

Decorating

ign plimentary des an initial com ophy has los phi r Ou consultation. Can Pull Together We always been

M agaz i n e L ay o ut

Culinary herbs should be planted away from pos contamination sible by pets, roadside pollution and agri still in their pot s, rather than cultural sprays. having to tran Space them acc splant them late ording to their Herb Gard r. expected height en ideas they have room and spread so to develop. The appeal of aro und a small formal the plant and wat After planting firm the soil herb garden rem gently Formal designs er tho roughly to sett give the herb a ains timeless. are based on geo le the goo soil d star t. and metric pattern are framed by s, which low hedges and Some herbs, like paved paths. For impact each bed spearmint, can maximum be invasive. Res is planted with by planting them trict their spread one kind of her bold blocks of in sunken contain b, giving colour and text material immedia ers. Remove any ure . tely. Repot them spreading Paving is an esse yearly with fres ntial element, h soil. accentuating the and geometric formal lines design. Natura carinG for l shades, like san terracotta or gre Your Herb d, y, contrast bea Ga rden utifully with the Water newly plan herbs, adding to the ted herbs regular pathways and step design element. The ly but once they established, they ping stones also are are naturally dro provide access to the herb ught resistant. and drainage goe s for ease of harv Watering s hand in hand. esting. Rather give you herbs too little r than too much water. After a soaking, allow Herb PLant good the water to dra inG tiPs in away and the soil to dry off. Prepare the gro Water again whe und well in adv n the cm top 2 or 3 of soil is dry to ance, remove weeds the touch. (they compete for Mulch your her nutrition), fork bs once a year in organic mat with bulky ter, such organic materia as compost, and l, such as shre rake the soil so dded bark. that the bed is leve Fer tilizing is very l. You don’t nee important, esp d to large amounts ecially if you intend to use you of manure or fert add r herbs on a reg iliser because that pro During the gro ular basis. duces soft gro win g seas on (August to Apr wth. The article on site the Southern hem il in preparation will isphere) fertilize give you some additional a month. During at least once tips on the pre the winter mo paration of your herb garden nth doses will be suff s one or two . icie nt. Inor ganic fertilizing composting is not Before transpla and heavy recommended nting herbs out sappy growth that because this pro of their "nurser the ground, wat ’s more prone to duces y" pots into er the pots wel disease and pes Use any balance l because a dry difficult to wet ts. d fertilizer like rootball is thoroughly onc 2:3:2. Always given on the pac e it is in the gro half the dosage Because "nurser kaging. The reas und. y" pots are sma on for this is that essential oils of ll, herbs tend to herbs that ‘suffer’ bound. To enc the ourage new roo become root a bit are more con increasing their t growth gently flavour, aroma root ball before loosen the and medicinal valu centrated, planting in the If your herbs get e. ground. Pinch shrubby herbs, too much fertilize out the tips of like thyme, to and r they be more suscepti encourage bus some bone mea will grow scra hy gro ble to pests and ggly. l or fishmeal at herbs for med diseases. growin the bottom of each wth. Add icinal purposes If you are usin g planting hole. Use do not use che g a planting plan organics. You mical fertilizer. , first set the her positions. It is can also make bs in their easier to move you r own compos Pruning is esse them around whi t tea. ntial to encour le they are age healthy, bus Remove dead hy growth. leaves and flow ers on a regular basis. Should

The appeal of a small formal he rb garden remains timeless.

Herbs are gre at and flavorf ul additions to ing. As well, you r cookbei ng ben eficia l to you r hea som e ideas of lth. her e are which her bs to choose to get for you r garden you : starte d

Y mints Y parsley Y leaf celery Y violets Y cilantro Y lemon balm page

From basic copy... to eye catching magazine articles. These layouts were designed to draw in and engage the reader.

Inside

Y chives Y tarragon Y chervil Y basil Y lettuces

Her bs are the qui ntessentia l pla nt: they loo goo d and do you k goo d, smell goo d. They hav humans have e been use d eve been on the ear th, as me dici nes r since inse ct rep elle nts and, of cou , rse, in foo d and per fum es, huge group of flavouring. Thi pla nts include s s trees, shr ubs even cacti, to , annuals and nam e but a few . Herbs as rem edies The mo st imp orta nt thing to rem em ber wh her bs is that the en growing y are the fou nda icin e. They are tion of all mo der n me dnot the gentle nam by- pam by would like you things som e to thin k. They are should be trea hea lers, therefo ted wit h resp re they ect, and if you them for spe cifi are con c me dici nal use sidering qua lifie d her bal always con sult a doctor or ist. If you are gro kitchen then you wing her bs for use in the nee d to lear n about their flav they can aid dig our estion. and how Her bs, in mo st cas spoilt by the lush es, are tough wild pla nts wh ich, wh en conditions of a garden, wil l rom p away. It’s thrive and a myt h that all her bs like full old basil likes sun, even goo par tial sha de d at midday. So you r garden, you wh en pla can div ide you tho se like thy r pla nts into two nni ng me, sage, ros section s, emary, fren ch oregan o that like tarragon and full sun; and tho se that like such as rocket, par tial sha de, sor rel, miz una , mu stard, par sley and chervil . How to ma ke an Herba L tea On e of the eas iest and bes t ways to ext rac pro per ties of t the me dici nal the her bs is to ma ke a tisa ne, tea, which can or her b be dru nk just like ordinary provid e a help tea, and can ful supplem ent to the daily die the bes t flavour t. To obt ain I always recom mend using fres but rem em ber that they are less h her bs, her bs, as they con centrat ed tha n drie d stil l contain all their moistu re. favourit e tea s On e of my is lem on ver ben a, which has a and aroma, and lovely flavour is refr eshing serv sum mer's day ed hot or cold , or last thing eith er on a at night to help night's sleep. me get a goo d On e of the eas iest and bes t the me dici nal ways to ext rac pro per ties of t the or her b tea, wh her bs is to ma ke a tisa ne, ich can be dru nk can provid e a helpful supplem just like ordinary tea, and ent to the dai the bes t flavour ly diet. To obt I always recom ain me but rem em ber that they are less nd using fresh her bs, her bs, as they con centrat ed tha n drie d stil l contain all their moistu re. favourit e tea s On e of my is lem on ver ben a, wh and aroma, and is refr eshing serv ich has a lovely flavour sum mer's day ed hot or cold , or last thing eith er on a at night to help night's sleep. me get a goo d Her bs are the qui ntessentia l pla nt: they loo goo d and do you k goo d, smell goo d. They hav humans have e been use d eve been on the ear th, as me dici nes r since inse ct rep elle nts and, of cou , rse, in foo d and per fum es, huge group of flavouring. Thi pla nts include s s trees, shr ubs even cacti, to , annuals and nam e but a few . The mo st imp orta nt thing to rem her bs is that the em ber wh en gro y are the fou nda wing icin e. They are tion of all mo der n me dnot the gentle nam by- pam by would like you things som e to thin k. Learn about their flav they can aid dig our and how estion. 

page

63 Inside

nd th e 46. Campaign e se crets behi als som e of th Ron Dr ew reve superm om mak ing of th e

no Play Al l wo rk and rk pla ce wo e th at St ress ... even th e ne yo er ev effects fa m ily.

ADVE

RTIS

6. Cont acts 10. In my view S TA R T IN GA A vari REL e AXA bene ty of relax T IO N ation fits h PRA av te visua C T IC lizatio e been w chniques help id E n e , ly yoga, Learn and ta studied in you achie ing th ve clude i chi. e bas stress ics of deep the relaxa -relie ving p tio these to 20 breath o m re ing, p n respons minute inutes a d wer: daily laxation te e rogre pra ay ssive . Those w c s to a h musc n hou for your re ctice, in fa hniques is tion.” le rela ose stress n’t dif r. ct. Mo laxati -bu fi xation o c anoth And when s u n pra GET , med sting er ctice. t stress ex lt. But it ta T IN G tions: reason p salaries b itation p If k e e y eg rt s eo T o s u’d lik p HE M , Set a in, yo They’re to ple find in to gro e to g recommen ractice to OST w, th o stre s for n ur w tr et eve d u m by inc ide time s ly O ar e harne tting a e wh ork piles ssful. “Yo ot taking ere’s UT O n mo orpora in en u s p s y re s you g , and u keep ch vacaide F YO our d You m the Talk stress ting it a UR R a relief, at least 10 ir too sc about nig et back,” you have ecking tasks y find tha into your d ily sched sa ar E a h y a LAX nightim for t it you g y, to take tmares! It s Challe and re ail u AT IO 30 n o a ’s spons ’s easier to y routine. le. The be abou back to vacation. become ger. N PR Don S ibilitie s t to y Y ’t ACT s get stick with y chedule a t way to s call w this proje our room ou leave th o hard, you v practice IC E ta ct or in ; o o s e rk y rt e u th b o t r -a a u ea ery sle ti e way practi whe nd yo n who’s th ch n u can at meeti start think ; practi ce if y me either d maintain . e ’t get ng. Y check covering ing on ce wh py, espec you’re s ou do fo a o y ia en yo le it first ce or twic a relaxatio worry. our e-mai r you isn line. Or th u try to Cho u’re fu lly if it’s c epy. Th ead n pra thing ’t ther l, but e per Who ose lo e a c ll s in s y y so ti y y e e. ’s ou m e ce ou fo n awak the m coveri a tec Y When igh e and to bedtime techniques ng? W can’t log o ou try to ornin r your pra is hn c Chal t as well n. A g, be hat . You alert. c right hoosing a ique tha fore o ctice. will g an relax y utives lenger h be in the ’s happen nd you relaxa t as seen ther ing? H office et the who ou so tion te relaxation appeals . n n It ey ev th m ev ’s m , er e co er ost ou te sim chniq u ue is chnique, to you. T batte have the distance th nsequen pler. t of th ch that th ce ries. oppo c ey the o ese te rtunit emselves fr s: Execne th onsider y here is no chniq can make For o y to at res o ues if their employee rechar m work, onate ur specific single rela page y v ou ge th xa s with n have acation ti s to feel eir 29 Insid you a eeds, pre tion techn to en m e feren his vac set an ex e, manag titled to nd fits ique th ce ample er ta your behin ation tim . The s and ex ke all lifesty s, and fitn at is best. e d b ec ev , ess le utiv le. it’s to but mak ery yea oss shou vel. T r. Lea ld use es be u e su ve co he up Righ sed only re peop nta

11. Opin ion w in te ch nolo

14. W hat’s ne

gy?

17. News

gatives Additives or Ne ally that Ar e oranges re e blu eb er ries orange and ar really blu e?

e Month iat ely 22. Pick of th st grab im m ed fer s that you mu of ial ec sp w Ne er s, 37. Su rveys intern et prov id rvey of glo ba l A er? rv se ch A ex tensive su ea os and cons of what ar e th e pr t. th e small prin at ok lo ial ec sp Opin ions from 45. Cu stom er s and fig ur es lection of fa ct se de . es tri un A wo rld wi co g rs from far-flun ou r subs cribe

e Editor and Vic Jay Da mer

ta bles go

lisher Associate Pub Sau n Willia ms ts Director Special Projec Na ncy Dicker News Editor Sus an Rivers

le un in ing se t. Again derst ct info , th an em em d and th im. If e prospec ergency. tether at twiste for two o the b◊oss ca ts for that r d h that h message, three or ev n leave an append cut e’s no the m en fo th t nee u ded. essage he r weeks, e th fears, may e be

Fr uit and Vege ba ck to school

President

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tor Associate Edi Cat hy Willia ms Art Director Joh n Berlmo r Writers Dave Rogers Fre d Cicero s Greg Tolstoy Sue Ber kley

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Copy Editor Car en Deal Designers Linda Weld Roy Held cutives Accounts Exe Rya n Moyhu sv Kel ly Under

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All Work and No Play... As

a nation of stressed-out workaholics, we need to shift our priorities, and bedare I suggest it?-more like the Europeans, who down tools for weeks at a time without seeing their lives and economies fall apart. Finding a balance between work, play, and other activities isn’t easy. Different people will give you very different advice. Some people say you should be spending eighty or ninety percent of your waking hours working on your thesis. Others (myself included) think that this is unrealistic and unhealthy, and that it’s important for your mental and physical health to have other active interests. If you have a family, you will have to balance your priorities even more carefully. Graduate school isn’t worth risking your personal relationships over; be sure that you save time and energy to focus on the people who matter to you. One of the keys to balancing your life is to develop a schedule that’s more or less consistent. You may decide that you will only work during the days, and that evenings are for

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your hobbies. Or you might decide that afternoons are for socializing and exercising, and work late at night. I decided very early on in graduate school that weekends were for me, not for my thesis, and I think it helped me to stay sane.

Spending Your Time

Many graduate students hit the doldrums around the end of the second or beginning of the third year, when they’re finishing up their coursework and trying to focus in on a thesis topic. Sometimes this process can take quite a while. Try to find useful, enjoyable activities that can take your mind off of the thesis. Sing in a choir, learn a foreign language, study the history of ancient Greece, garden, or knit. If you schedule regular activities (rehearsals, tennis lessons), you will probably find it easier to avoid drifting aimlessly from day to day. In the final push to finish your thesis, though, you will almost certainly have less time for social activities than you used to. Your friends may start to make you feel guilty, whether they intend to or not. Warn them in advance that you expect to turn down lots of invitations, and it’s nothing personal -- but you need to focus on your thesis for a while. Then you’ll be all done and free as a bird! (Until the next phase of your life starts...) In a world where (according to the Families and Work Institute) many Americans don’t take all of their vacation time, and where cell phones and laptops are packed before bathing suits and

sunscreen, long spells away from the office for any reason other than serious ill-health are unheard of. It’s little wonder that stress rates are high and employees have a burnout rate reminiscent of a Silicon Valley dotcom. It’s a vicious cycle. With recent layoffs, the remaining employees work harder. The harder they work, the more they need a break. But with layoffs in their rearview mirrors and the fear of more ahead, the less likely they are to allow themselves to take one.

The Mania for Work

Needless to say, an environment that emphasizes work without play is unhealthy. And anything that’s unhealthy has to be bad for business in the long run. As founder and CEO of outplacement consultancy Challenger, Gray & Christmas, John Challenger makes it his business to stay on top of workplace trends, and he sees a real danger in our culture of endless, pervasive work. “This has happened before in the tech industry. People burn out,” Challenger says. And if the number of jobs available begins to increase, burnout will lead to turnover, something few companies would welcome during a business upswing. “No company can afford to lose its best people by running them so hard they ultimately move on to other places,” Challenger says. As the economy grows, companies will need to focus much of their attention on retaining employees. “That means giving them room to breathe,” he says. It would be great if that breathing room included more than the typical few weeks of paid vacation. My recent four-month “break” was just the right amount of time I

needed to decompress, to shift my mental and physical energies away from the world of work. True, I wouldn’t classify my maternity leave as downtime (I read a grand total of one book for fun), but when I returned to work I felt reenergized simply because I had experienced some sustained relief from the inherent stress involved in switching between work and home. A week’s vacation here and

Talk about nightmares! It’s become too hard, too scary, to take a vacation! there over the course of the year doesn’t provide enough time to allow your mind to leave work behind-particularly for executives who can’t go to the can without taking their cell phones along (you know who you are).

A Modest Proposal

Needless to say, an environment that emphasizes work without play is unhealthy. And anything that’s unhealthy has to be bad for business in the long run.

As a nation of stressedout workaholics, we need to shift our priorities, and be-dare I suggest it?-more like the Europeans, who down tools for weeks at a time without seeing their lives and economies fall apart. We should encourage sabbaticals with some sort of stipend that allows us weeks or even months away from the office. During our officially sanctioned absences, we’d be free to travel, take cooking classes, write that crime novel or do anything as long as it has nothing to do with work. If sabbaticals are accepted as the norm, careers won’t suffer. We’d be more balanced, less harried and probably a lot more interesting as individuals. And what’s the chance that sabbaticals, or something like them, would be accepted by corporate America? According to Challenger, it’s somewhat less than zero. He would be happy if people just started taking all the vacation time due to them. Yet even on that score, he’s not optimistic. When salaries are stagnant, Challenger says, “people don’t really want to spend the money to go somewhere. Sitting around at home doesn’t seem all that attractive, so a lot of people just forego taking a vaca-

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M agaz i n e L ay o ut

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M agaz i n e L ay o ut

d n a t i u r F s e l b a t e g e V o t k c a B o G l o o Sch

L. , Benjamin John L. Park and a, lv Si es dr Campbell, An ga, Jr. Nay Rodolfo M. modern food s plaguing our alarming trend st e of obesity nc mo e ale th ev of pr e e th erhaps on pant increase in ram d Human ly an ng h mi alt see He e t of system is th The Departmen . t of three tes ou Sta o d tw d ite , an across the Un ree adults is obese th in the trend e is on at ing th rm Services reports . Even more ala erweight or obese (NCHS-CDC, ov 80 19 red ce ide ns sin d co are y triple drive foods rates have nearl ed with efforts to , where obesity ole grains try have respond among children un wh co th e wi th ss em ro th ac e lac kers r schools and rep 2006). Policy ma ou of t ou lue ). va tional ; Zhang, 2007 rketers of minimal nutri (Schmid, 2007 rtunities for ma and vegetables y represent oppo ment ma seg s and fresh fruit et ram rk og ma pr ng licies and to reach a growi ng The resulting po it and vegetables ovide an appeali pr fru sh ply fre sim of to and producers it is not enough e needs, percepr, th ve to we al Ho pe ap ls. ll oo rs wi ). within our sch ccessful markete ng (Park, 2001 nts. Instead, su olesale purchasi The effecproduct to stude ponsible for wh or. res ect e os dir th ice of rences l foodserv alth is tions, and prefe ality of the schoo d presumably he t into the ment tary quality an ervice die ds e ov They need insigh foo pr l im oo to sch of programs as the influence s to ch su ram og tiveness of these ies pr lit na ese of th debated. Exter e effectiveness currently being may impact th s int tra ns co d buying habits an ted objectives. achieve their sta

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The Road to Obesity

“Even more alarming is the trend among children, where obesity rates have nearly tripled since 1980 (NCHSCDC, 2006).”

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To understand our present situation, let’s step back and look at how we got to this point of a national health crisis. We believe that one major influence on our current predicament is the change that has occurred in our lifestyles. Think back fifty years ago—families generally consisted of two parents, and subsisted on one income. Family meals were prepared at home and enjoyed around the dinner table. The newspaper was a major avenue for the flow of information, and businesses competed with the guy across the street. Fast forward to the present—the composition of the family unit has changed, as well as the economic conditions in which it operates. Today, meals of convenience are the norm, and businesses conduct operations on a global scale. Information is transmitted as quickly as ideas are developed. The widespread use of cell phones, text messaging, and the internet have compounded the amount of information available to an individual at any given point in time. Consequently, the modern consumer expects instant satisfaction and greatly values added services and conveniences. Not surprisingly, the food industry has shifted toward providing indulgent, value-added food products that are highly convenient (see Capps and Park, 2003, for further discussion of food marketing channels). When you put this together with the facts that U.S. consumers generally have less discretionary time, more discretionary income, and lead sedentary lifestyles, you get a recipe for obesity. In a continual effort to provide consumers with products they want, food marketers are watching these trends closely. Some recent new product trends emphasize the use of wholegrain ingredients, while others offer portion control like Nabisco’s “100 Calorie Packs.” Even so, marketers continue to struggle to increase per capita consumption of fresh fruit and

vegetables, despite continued reports on the associated health benefits (Wang & McKay, 2006). However, the public outcry over the poor state of school foodservice offerings may signal an opportunity for increased sales of fresh fruit and vegetables. In support of this, the government offers programs intended to improve the dietary intakes of school children while simultaneously supporting agricultural producers. Most (if not all) school districts have a foodservice director that is in charge of purchasing food for the students within the district. Although their primary concern is providing lunch, many schools also offer breakfast and snacks. The foodservice director will combine funds available from state and local government as well as federal programs. In general, he/she can purchase products from whatever source he/she chooses; however, participation in certain government programs requires purchasing specific products through specific sources of distribution. A variety of programs are available to help foodservice directors procure food for their schools. Such programs include the National School Lunch Program (NSLP) and the National School Breakfast Program (NSBP) among others. The NSLP and NSBP differ from some food aid programs in that they are available, at a slightly higher cost, to children who may not qualify for poverty-based assistance. The spending of these program funds are typically administered by a state department of agriculture. The National School Lunch Program (NSLP) is the major government program that foodservice directors use to purchase their lunch foods. The NSLP provides nutritionally balanced low-cost, or sometimes free lunches to millions of children each school day. Since the inception in 1946, daily student participation in NSLP has grown from 7.1 million to 29.6 million in 2005, with approximately 100,000 schools participating.

There are also other programs that exist to encourage the consumption of specific food products in school programs. The Fresh Fruit and Vegetable Program, instituted by the USDA, reimburses schools. The methods school districts use to implement these programs go beyond putting nutritional foods on the menu. Some schools make these products available on demand, throughout the day. Finally, many states have initiated Farm-to-School programs in conjunction with federal programs by allowing schools to buy produce from local growers at subsidized prices, sometimes only paying the cost of delivery (TDA, 2006).

How to Promote Effectiveness

Program Effectiveness As part of the Centers for Disease Control and Prevention, the National Center for Health Statistics collects data through various methods in an effort to document the health status of the U.S. population. The information they gather is also an important part of research efforts to evaluate health policies and programs. However, quality of health is a complex issue. It can be measured in many different ways and is impacted by many different factors. For that reason, there is an abundance of research examining the effectiveness of these programs to provide only selected groups of nutrients at any one time. Currently, we are examining data from the National Health and Nutrition Examination Survey (NHANES) to see if the NSLP and NSBP actually improve the consumption of fresh fruit and vegetables among school age children. Since obesity is rising and a large number of students eat at least one meal (lunch) and perhaps two meals (lunch and breakfast) at school each day, measuring the effectiveness of the NSLP and NSBP is extremely important in order to determine if the current guidelines are having an effect on healthy eating habits, particularly

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related to the consumption of fruits and vegetables. Some preliminary results suggest that student participation in only the NSLP has a positive impact on fresh fruit and vegetable consumption. However, student participation in the NSBP has a negative impact on fresh fruit and vegetable consumption (Campbell et al., 2007). Reasons behind these results are being investigated, but we need to remember that these results are influenced by the choices available to the students. For example, in the course of our research we were able to interview many different school foodservice directors. On one occasion, we ran across a reference to what foodservice personnel called “Hot Cheetos and cheese” that was sold to the students a la carte. The product involved taking a single serving bag of Flamin’ Hot Cheetos (a popular brand of spicy extruded corn snack from Frito-Lay), pouring a scoop of melted nacho cheese over the contents, and putting a fork in it. This cheesy treat was a favorite among the students and provided the school district with sizeable revenue. Although the product was admittedly unhealthy, the income that it generated gave the school district greater freedom and flexibility in operations. Any profit from the sale of a la carte items of this nature goes back to the district office, in essence increasing its budget.

Ready for Change

As a final note, researchers need to be aware of the Cheetos effect. Seemingly, conflicting results surrounding federal program initiatives may not be entirely due to the program, but also due to the

conditions of its implementation. National surveys sometimes have difficulty in accounting for quality differences among the experiences of their respondents. In order to be more effective, policy makers and food marketers alike must be aware of the behavior of channel intermediaries like school administrators, addition constraints they face.

Grammas specialty...........................................................$8.75 Turkey, mayo, choice of cheese, onion, mayo, avocado, lettuce, and tomato on sour dough

Cobb Wrap............................................. ..............................$8.50 lettuce, turkey, egg, tomato, onion, avocado, cucumber, bleu cheese, honey mustard dressing

Egg Salad.................................................................. ..........$6.95

Jalapeño Ravioli .............................................................$14.99

Southwestern Wrap............................ ...........................$8.50

Bowtie Festival ............................................................... $13.99

Tomato Basil Sandwich..................... ............................$7.50

Boston Mac & Cheese .................................................. $12.99

Tuna Salad.............................................. ............................$7.25

Create Your Own Pasta ................................................ $9.99

Italian Nachos ................................................................. $8.99

Imperial Omelet ...............................................................$7.95

Hand-Breaded Calamar .............................................. $8.99

San Diegan Omelet..........................................................$7.50

Eggs scrambled with sautéed spinach and mushrooms topped with swiss and tomatoes, served with organic greens

Yountville Omelet ..........................................................$8.25 3 egg omelet, chorizo, creme fraiche, avocado, and cilantro served with organic greens

Spaghetti, angel hair, penne, fettuccine or bowtie, served with choice of sauce: Tomato, Spicy Marinara or Alfredo Sauce

Cheesy red onions and garlic topped with lemon basil cream sauce, Roma tomatoes and basil

Sicilian Fire Sticks ......................................................... $8.99 Mozzarella with Marinara .......................................$6.99

Veggie Scramble...............................................................$7.50

Fusilli pasta sautéed with veggies and mushrooms in a cheddar cream sauce, baked with seasoned bread crumbs

Spinach Parmesan ........................................................... $8.99

TCS Waffle ..........................................................................$5.95

Open faced omelet with sour cream, potatoes, chorizo, onions, and cheddar cheese

Bowtie sautéed with sliced tofu, garlic, red onions, roma tomatoes, asiago and cream sauce

Thinly cut and lightly fried. Served with spicy marinara sauce.

Tomato-basil tortillas rolled with Italian foccachia, Roma tomatoes, jalapeños and Italian cheeses. Served with spicy marinara sauce and ranch

The TJ Omelet.....................................................................$7.95

Large pasta stuffed with ricotta cheese, in a jalapeño cream sauce with peppers, onions and Roma tomatoes

Crispy pasta chips, black olives, pepperoncinis, Roma tomatoes, jalapeños, alfredo sauce, mozzarella and parmesan

Open faced omelet with sour cream, mushroom, cheddar, chives, tomatoes, and feta cheese

Traditional waffle served with butter and syrup, with whipped cream and berries

Cheese stuffed tortelloni with a creamy sauce, baked with mozzarella and parmesan

Appetizers

Granola .............................................................................. $4.00

eggs scrambled with sautéed roasted red bell pepper, spinach topped with feta cheese served with organic greens

Pasta Angel Hair with Artichokes.....................................$11.99

Fish Taco .............................................. ...............................$8.25

2 scoops of tuna, onion, tomato, and lettuce, on 9 grain bread

Mediterranean Scramble ............................................$7.50

Egg Whites, mozzarella, tomato, basil, pesto on 9 grain. Served with organic greens

Baked Cheese Tortelloni............................................$11.99

Mozzarella, mayo, tomato, basil, onion, avocado, feta, and dressing on 9 grain bread

3 egg omelet, spinach, mushrooms, and swiss cheese served with organic greens

The Rosa.......................................................... .....................$8.25

Field Veggie............................................... ........................$7.50

lettuce, apple, tomato, tuna, black beans, corn, red onion, bbq ranch dressing

Homemade granola, Served with milk, milk and fruit, or layered with citrus, honey yogurt and fruit

Eggs, cheddar, avocado, red onion, on sour dough

Angel hair sautéed with Roma tomatoes, garlic, capers, basil, black olives and parmesan

2 mahi mahi tacos with shredded cabbage, sweet onion, serrano lime chile sauce , served with mixed greens

Breakfast

The Indio.................................................... ..........................$8.25

2 scoops egg salad, lettuce, and mayo on 9 grain bread

Pesto mayo, mozzarella, lettuce, cucumber, sprouts, tomato, and avocado on wheat bread

M e n u Des ign

Sandwiches

Breaded in special seasonings. Served with spicy marinara sauce

Bruschetta ........................................................................ $4.99 Garden fresh Roma tomatoes tossed in our lemon basil seasoned oil with grilled garlic bread

Drin Soda (P ep ks Bottle si, Diet Pepsi, 7(20 oz.) ............... Up, Root Beer ............... ,O Tea......... ... ............... range Slice) ............... ............... ............... ............... ............... Hot Ch .. $1.50 ............... ocolate ... ............... ............... ............... Espresso ............... ..$1.25 ............... ............... ............... ... ... ... ... ... ... Americ ............... ............... $1.25 ano ...... ............... ............... ............... ............... ............... Macchia ............... ....$2.75 to ............ ... ... ... ... ... ............... ............... Latte ... ............... ...........$2. ............... ............... 75 ............... ............... ............... Drip Co ..............$ ............... ffee ...... 3.00 ... ............... ............... ............... ............... Manual ....$4.00 ............... Coffee ............... ............... ............... House M ............... .....$2.00 ............... ade Ch ............... ai ............ ............... Cold Br ............... ....$3.00 ew Coff ............... ............... ee ............ ............... ............... ..$4.00 ............... ............... ............... .$3.00

Time Out

Menu designed for a cafe, exhuding a natural back to earth feel, heavily relying on images of coffee beans to create a desire for a "time out".

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An ad campaign for flavored oils for home use. The images in the individual ads show the flavor addition in a clear and enticing manner.

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Web site Des ign Website designed for a bagel cafe. Font choices, colors and textures were combined to create a vintage look for the site.