Taking Shape
00
01. Shuffle the Deck 02. Good Comfort 03. The Open Road 04. Savor the Aroma 05. Infinity and Beyond
NAME
YE AR
06. Full Scoop
Purvaja Patel
Fall 2019
07. I Draw for Myself
CL ASS
I N STRU CTOR
M.A. Portfolio Seminar
Mary Scott
Taking Shape
00
01. Shuffle the Deck 02. Good Comfort 03. The Open Road 04. Savor the Aroma 05. Infinity and Beyond
NAME
YE AR
06. Full Scoop
Purvaja Patel
Fall 2019
07. I Draw for Myself
CL ASS
I N STRU CTOR
M.A Portfolio Seminar
Mary Scott
Š 2019 Purvaja Patel
All rights reserved. No part of this publication may be reproduced, distributed or transmitted in any forms or means without the prior permission of the author. For educational purposes only.
I NTROD UCTI ON
Being a person who indulges in self-doubt from time to time, design for me became one of those never ending challenges where I was too afraid to express myself. Good design is intense! Over the years, I taught myself how to step out of my comfort zone and go that extra mile, which brought a lot of opportunities my way. Building the confidence to pursue new challenges taught me how to face my fears. My design skills are still taking shape, and today I would like to share my journey with you all.
CONTENTS
01 Shuffle the Deck
006
02 Good Comfort
030
03 The Open Road
048
04 Savor the Aroma
060
05 Infinity and Beyond
074
06 Full Scoop
094
07 I Draw for Myself
104
00 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01 01 0 2 0 3 0 4 0 5 0 6 0 7
Shuffle the Deck To design and illustrate a custom made deck of playing cards based on the theme of architecture.
APPROACH My idea was to illustrate some of the most beautiful P ROJ ECT
YEAR
architecture found in cities around the world. With this
Globetrotter Playing Cards
Fall 2017
deck, I wanted to show the distinctive architectural style of each building, display a unique color palette for six cities
C LAS S
I N STRUCTO R
and shed a light on the iconic structures that build up the
Graduation Project
Ranjana Dani
skyline. The cities I chose to illustrate were London, Tokyo,
G LO B ETROT TE R P LAYIN G CARD S
01
OBJECTIVE
San Francisco, Sydney, Toronto and Frankfurt. This deck TI MELI N E
of cards would also serve as a collector’s item for people
Typography,
20 Weeks
who love architecture, design and travel, and like to collect
Editorial, Branding
custom made card decks.
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CATEG O RIES
01 0/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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01 2/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
LONDON TOKYO SYDNEY SAN FRANCISCO TORONTO FRANKFURT
G LO B ETROT TE R P LAYIN G CARD S
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PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
01 6/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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02 4/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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02 6/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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02 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 01
01 0 2 0 3 0 4 0 5 0 6 0 7
G LO B ETROT TE R P LAYIN G CARD S
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03 2/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
Good Comfort
02
OBJECTIVE To design a conceptual cookbook, website and a book launch poster with the theme of noodles—a beloved comfort food of many countries around the world.
YEAR
Sip, Slurp & Twirl
Spring 2019
C LAS S
I N STRUCTO R
Type Systems
Ariel Grey
One of the most beloved dishes in the world is the noodle. A lot of cultures around the world have embraced this unique and ancient Chinese delicacy and have given a new meaning to this dish. This cookbook features authentic
S IP, S LU RP & TWI RL
APPROACH P ROJ ECT
and homemade noodle recipes that come from countries TI MELI N E
Typography,
15 Weeks
Editorial, Branding
in the East, the Americas and Europe. Each recipe has been passed down through generations of tasting and testing to make its way into this cookbook.
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CATEG O RIES
03 4/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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04 0/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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TAKIN G SHAP E
P ROJECT 0 2
04 6/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 2 0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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04 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 2
0 1 02 0 3 0 4 0 5 0 6 0 7
S IP, S LU RP & TWI RL
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05 0/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 3 0 1 0 2 03 0 4 0 5 0 6 0 7
The Open Road
03
OBJECTIVE To design an app that helps you in planning holidays, provides deals on hotels and suggests destinations according to your preferred mode of transport.
YEAR
Backpacker App
Spring 2019
C LAS S
I N STRUCTO R
Digital Design Studio
Bob Slote
Whenever I want to travel for a short break to places that are just a couple of hours outside the city, it is difficult for me to plan trips since I don't have a driver’s license and I don't have enough knowledge about the other modes of
BAC KPAC KE R AP P
APPROACH P ROJ ECT
transportation that are efficient and pocket-friendly. I also TI MELI N E
UI/UX,
15 Weeks
Illustration
only know about the mainstream tourist destinations, which are already full of people during holidays. This app is aimed at solving those problems and doing more.
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CATEG O RIES
05 2/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 3
0 1 0 2 03 0 4 0 5 0 6 0 7
BAC KPAC KE R AP P
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TAKIN G SHAP E
P ROJECT 0 3
0 1 0 2 03 0 4 0 5 0 6 0 7
BAC KPAC KE R AP P
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TAKIN G SHAP E
P ROJECT 0 3
0 1 0 2 03 0 4 0 5 0 6 0 7
BAC KPAC KE R AP P
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TAKIN G SHAP E
P ROJECT 0 3
0 1 0 2 03 0 4 0 5 0 6 0 7
BAC KPAC KE R AP P
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TAKIN G SHAP E
P ROJECT 0 3
BAC KPAC KE R AP P
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TAKIN G SHAP E
P ROJECT 0 4 0 1 0 2 0 3 04 0 5 0 6 0 7
Savor the Aroma
04
OBJECTIVE Through bold and impactful packaging designs, inspire consumers to make the most of life’s possibilities.
APPROACH YEAR
the Creative Arts (UCA) in London as an exchange student.
Nescafé Azera
Fall 2016
As a part of a design competition with Nescafé, I was
C OMPANY
I N STRUCTO R
limited edition coffee tin designs to uniquely speak to the
Twelve Agency
Sallyanne T.
theme of positivity. My designs—‘The Golden City’ and
CATEG O RIES
TI MELI N E
Packaging,
2 Weeks
among the 10 chosen students from the college to create
N ES CAFÉ AZ E RA
In 2016, I got an opportunity to attend the University for P ROJ ECT
‘What Brightens Your Morning’—were amongst the chosen available at all major supermarkets in the UK in 2017.
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Illustration
designs to be displayed on the 100g and 500g coffee tins,
06 4/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 4
0 1 0 2 0 3 04 0 5 0 6 0 7
N ES CAFÉ AZ E RA
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TAKIN G SHAP E
P ROJECT 0 4
0 1 0 2 0 3 04 0 5 0 6 0 7
N ES CAFÉ AZ E RA
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TAKIN G SHAP E
P ROJECT 0 4
0 1 0 2 0 3 04 0 5 0 6 0 7
N ES CAFÉ AZ E RA
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07 2/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 4
0 1 0 2 0 3 04 0 5 0 6 0 7
N ES CAFÉ AZ E RA
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PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 4
0 1 0 2 0 3 04 0 5 0 6 0 7
N ES CAFÉ AZ E RA
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00 6/ 07 PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 5 0 1 0 2 0 3 0 4 05 0 6 0 7
Infinity and Beyond
05
OBJECTIVE Design a logotype, signature image and poster on your chosen artist and their exhibit. Design an exhibition catalog and a museum magazine for the same.
YEAR
Infinite Dreams
Fall 2018
C LAS S
I N STRUCTO R
Type Composition
Andrew Loesel
The artist of my choice was Yayoi Kusama, who is one of the world's biggest selling artists. Everyone is familiar with her bold artworks, her iconic red wig and the magical Infinity Rooms. I wanted to express the artist's unique
I NFI NITE D RE AMS
APPROACH P ROJ ECT
personality by taking cues from her work, appearance and TI MELI N E
Typography,
15 Weeks
Editorial, Branding
style. I also featured her work alongside other well-known artists from Japan—Katsushika Hokusai and Takashi Murakami, in a magazine for the Seattle Museum.
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CATEG O RIES
07 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 5
0 1 0 2 0 3 0 4 05 0 6 0 7
I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 5
0 1 0 2 0 3 0 4 05 0 6 0 7
I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 5
0 1 0 2 0 3 0 4 05 0 6 0 7
I NFI NITE D RE AMS
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08 4/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 5
0 1 0 2 0 3 0 4 05 0 6 0 7
I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 5
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I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 5
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I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 5
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I NFI NITE D RE AMS
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TAKIN G SHAP E
P ROJECT 0 6 01 02 03 04 05 06 07
Full Scoop
06
OBJECTIVE Design a series of packaging for an existing brand or a brand of your own. Showcase how design can be applied consistently over different flavors in the same line.
APPROACH YEAR
Gelati
Spring 2017
C LAS S
I N STRUCTO R
Packaging Design
Ranjana Dani
From the first time I tried gelato, I was hooked. I prefer it to ice cream because it's much creamier and the range of flavors is endless. There is nothing more refreshing than a bowl full of gelato on a summer day. So as the month
G EL ATI
P ROJ ECT
of May approached, I was tempted to focus my packaging TI MELI N E
Packaging,
4 Weeks
Illustration, Branding
design project on this subject. I experimented with a variety of flavors and colors to create a brand that looked as mouthwatering as it tasted.
/ 097
CATEG O RIES
09 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 6
01 02 03 04 05 06 07
G EL ATI
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10 0/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 6
01 02 03 04 05 06 07
G EL ATI
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TAKIN G SHAP E
P ROJECT 0 6
01 02 03 04 05 06 07
G EL ATI
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PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 6
01 02 03 04 05 06 07
10 6/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
I Draw For Myself
07
OBJECTIVE I started illustrating in 2017 when I got my hands on an iPad. It started off as a curiosity-driven adventure and soon turned into an everyday activity. Illustrating is like meditation to me; I often start making something without a fixed thought in believe that being able to put your thoughts to paper visually
P ROJ ECT
YEARS
is a valuable skill because it has changed the way I think as
Personal Work
2017–2019
a designer, and telling stories through my work has always brought joy to me.
M E DIU M Procreate
I D RAW FOR MYS E LF
my head and go with the flow, which yields pleasant results. I
Adobe Illustrator
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10 8/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
I D RAW FOR MYS E LF
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11 0/ PU RVA JA PATE L
TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
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TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
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TAKIN G SHAP E
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TAKIN G SHAP E
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TAKIN G SHAP E
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TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
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TAKIN G SHAP E
P ROJECT 0 7 01 02 03 04 05 06 07
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12 6/
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TAKIN G SHAP E
ACKN OWLE D GE M E NTS
ACKNOWLED G EMENTS
Mom and Dad Thank you for the past 24 years of constant support and trusting your daughter to let her follow her dreams. You have taught me resilience and the ability to dream big. I am so fortunate to be your daughter.
Abhi My partner in everything, my trustworthy design critic and the person who I go to for all my doubts and concerns, from career advice to learning how to survive grad school. Your constant support took me across the finish line. Thank you for always uplifting me to be the best version of myself.
Aaryaman My little brother and my best friend, I learn so much from you every day, you make me proud to be your sister. Thank you for always making me laugh and supporting my profession.
Instructors Andrew Loesel, Ariel Grey, Carolina de Bartolo, John Nettleton, Stan Zienka, Mary Scott, Hunter Wimmer, Sandra Isla and Bob Slote. Thank you for everything.
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TAKIN G SHAP E PU RVA JA PATE L
ABO UT TH I S BO O K
School
Designer
Academy of Art University
Purvaja Patel
School of Graphic Design
purvaja.patel@gmail.com
79 New Montgomery Street
purvajapatel.design
San Francisco, CA 94105
415-307-4727
Typefaces
Instructor
Calluna
Mary Scott
Neue Haas Unica
Photography Equipment
Unsplash
Print: Blurb
Purvaja Patel
13 2/
Hardware: Apple Macbook Pro Paper: ProLine Uncoated #100
This is a school project. No part of this book is
Software: Adobe CC
intended for commercial purposes.
p u rva ja pat e l . d e s i g n