Taking Shape

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.

/ 009

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

/ 011

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

/ 013

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

/ 017

01 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

/ 019

02 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

/ 021

02 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

G LO B ETROT TE R P LAYIN G CARD S

/ 023

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

/ 025

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

/ 027

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

/ 029

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.

/ 033

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

/ 035

03 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

/ 037

03 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

/ 039

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

/ 041

04 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

S IP, S LU RP & TWI RL

/ 043

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

/ 047

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

/ 049

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.

/ 051

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

/ 053

05 4/ 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

/ 055

00 6/ 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

/ 057

05 8/ 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

/ 059

06 0/ PU RVA JA PATE L

TAKIN G SHAP E

P ROJECT 0 3

BAC KPAC KE R AP P

/ 061

06 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

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.

/ 063

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

/ 065

06 6/ 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

/ 067

07 0/ 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

/ 071

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

/ 073

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

/ 075

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.

/ 077

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

/ 079

08 0/ 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

/ 081

08 2/ 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

/ 083 007

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

/ 085

08 6/ 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

/ 087

09 0/ 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

/ 091

09 2/ 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

/ 093

09 6/ PU RVA JA PATE L

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

/ 099

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

/ 101

10 2/ PU RVA JA PATE L

TAKIN G SHAP E

P ROJECT 0 6

01 02 03 04 05 06 07

G EL ATI

/ 103

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

/ 107

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

/ 109

11 0/ 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

/ 111

11 2/ 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

/ 113

11 4/ 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

/ 115

11 6/ 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

/ 117

12 0/ 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

/ 121

12 2/ 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

/ 123

12 4/ 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

/ 125

12 6/

/ 127

12 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

/ 129

13 0/ PU RVA JA PATE L

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.

/ 131

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