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Chooch’s Branding Embraces Authenticity Through Playful Imperfection

By abduzeedo.com
Published On :: Wed, 06 Nov 2024 14:30:53 +0000

Chooch’s Branding Embraces Authenticity Through Playful Imperfection

abduzeedo

Discover how amStudio’s branding and visual identity of Chooch captures authentic, handmade aesthetics for fashion accessories.

Chooch, formerly known as Flat Fifteen, has redefined its brand to better reflect its founder Francesca Kappo’s evolving vision. With the guidance of amStudio, this rebrand has transformed the brand’s identity from a broad handmade focus to one that is solely centered around fashion accessories. Chooch stands out with its playful name, unique backstory, and brand elements that weave together storytelling, imperfection, and tactile aesthetics.

The Meaning Behind “Chooch”

The rebranding from Flat Fifteen to Chooch came as Francesca Kappo shifted her focus. The name “Chooch” is personal, rooted in a nickname given to Francesca by her uncle. He also played a foundational role in the brand’s beginnings, supplying her first batch of deadstock fabrics from his 1990s fashion label. These fabrics continue to be a vital part of Chooch’s accessory designs today, emphasizing the brand’s commitment to sustainability and storytelling.

The name itself is more than just a rebranding—it’s a celebration of heritage and identity. Short, memorable, and fun to say, “Chooch” captures the playful spirit of the brand. As Alam Mohammed, founder of amStudio, notes, the name’s flexibility in pronunciation makes it a warm, approachable identity that consumers can connect with personally. This idea carried over to the logo design, where the doubled O’s have a playful, imperfect alignment, mirroring the brand’s handmade ethos.

Playful Imperfection: The Brand Identity

Alam Mohammed and his team at amStudio developed a brand identity for Chooch that prioritizes authenticity. Hand-painted illustrations are central to this, appearing across the brand’s packaging, website, and social media. This choice keeps the look grounded, tactile, and relatable, evoking the feel of handmade fashion. By maintaining this aesthetic, the brand sets itself apart in a market often dominated by hyper-polished digital imagery.

The branding extends beyond static visuals. Chooch’s social media and marketing leverage stop-motion animations, adding a dynamic yet still homemade feel. This use of motion emphasizes the brand’s accessible nature, where every element ties back to the concept of imperfection being perfectly beautiful. The stop-motion clips give life to the fashion accessories, highlighting the fun and creativity behind each product.

Chooch’s narrative goes deeper than playful design. By continuing to use deadstock fabrics, Francesca Kappo honors her roots and commits to a more sustainable future. The tactile branding elements mirror this philosophy, creating a seamless experience from the physical product to the digital space. The history of the materials and the personal touch behind the brand make each accessory more than just a fashion statement—they become a story in themselves.

The rebranding also came with strategic moves to elevate Chooch’s market presence. The bags are now featured at the Victoria and Albert Museum’s shop as part of the first-ever Naomi Campbell exhibition. This collaboration has not only introduced the brand to a wider audience but also solidified its standing as a contemporary, fashion-forward label. The exhibition has boosted Chooch’s brand awareness and increased its social media following, translating to more sales and a growing fan base.

The Chooch rebrand exemplifies a growing trend: the embrace of imperfection in design. By favoring hand-drawn illustrations, irregular alignments, and a conversational tone, amStudio has given the brand an inviting, human feel. This approach rejects the overly polished and instead celebrates the beauty of the handmade. It’s a move that resonates well in today’s world, where consumers value authenticity and transparency.

Chooch’s rebranding is a masterclass in how thoughtful design can reflect a brand’s core values. From its name rooted in personal history to its playful logo and tactile illustrations, Chooch stays true to its story. Alam Mohammed and the amStudio team have created a brand identity that isn’t just about looking good—it’s about feeling real, celebrating imperfections, and staying connected to tradition. As Chooch grows, its story continues to inspire, reminding us that the imperfect is often the most perfect of all.

Branding and visual identity artifacts


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Nazis Wave Flags at Anne Frank Play in Michigan

By drudge.com
Published On :: Tue, 12 Nov 2024 20:00:57 -0500

President-elect Donald Trump's reelection was credited for emboldening a group of people waving Nazi flags in Michigan over the weekend. WLNS reported that the flags were seen in two cities, including at a Jewish play. According to the report, "many people" were seen displaying flags with swastikas on Saturday night as the Fowlerville Community Theater performed the "Diary of Anne Frank." The same group was also seen outside the American Legion Post in Howell.


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Blood Test Can Benefit NFL Concussion Return-to-Play Decisions

By www.brainline.org
Published On :: Thursday, October 31, 2024 - 9:09am

If professional athletes are meant to be real-life superheroes, Miami Dolphins star Tua Tagovailoa looked remarkably mortal on September 12. With his team down 31-10 in the third quarter against the Buffalo Bills, the quarterback spotted a gap at the line of scrimmage and decided to scramble for a first down. When he encountered Bills' defender Damar Hamlin, Tagovailoa lowered his head and ran straight into him. Tagovailoa stayed down injured after the play. He had suffered the third concussion of his NFL career, on top of the one he was diagnosed with during his time in the collegiate ranks.


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NHLPA hopes committee helps players 'better understand CTE'

By www.brainline.org
Published On :: Monday, November 4, 2024 - 8:53am

The NHLPA will form an advisory committee to help hockey players better understand chronic traumatic encephalopathy and the damage that concussions can do to the brain. NHLPA president Marty Walsh said Friday night that the CTE committee was unanimously approved at a union board meeting this summer. The former Boston mayor made the announcement after receiving an award at the annual gala for the Concussion Legacy Foundation, which supports patients and families struggling with the symptoms of traumatic brain injuries.


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Organoids Reveal a New Player in Huntington's Disease

By www.labroots.com
Published On :: Thu, 29 Aug 2024 08:15:00 -0700

Scientists have used an organoid model to gain new insights into Huntington's disease, a fatal genetic disorder that causes neurodenegeration ...


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  • Genetics & Genomics
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Organoids Reveal a New Player in Huntington's Disease

By www.labroots.com
Published On :: Thu, 29 Aug 2024 08:15:00 -0700

Scientists have used an organoid model to gain new insights into Huntington's disease, a fatal genetic disorder that causes neurodenegeration ...


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Exhibition and Poster Display

By www.ukoln.ac.uk
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Details of the Exhibition and Poster Display are now available. [2005-04-06]


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Poster Displays

By www.ukoln.ac.uk
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Further information about the poster displays is now available.


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Playing the numbers game: 21st Century law will be based on math and data analytics

By www.littler.com
Published On :: Thu, 10 Aug 2017 18:50:33 +0000

Zev Eigen comments on the increasing importance and role of data analytics in the legal industry.

Financial Post

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Games People Play—To Learn

By www.littler.com
Published On :: Tue, 01 Oct 2019 19:07:42 +0000

Kevin O'Neill describes the live-action simulations of Littler Learning Group.

Training Magazine

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The Playbook for Law Firm Leadership Has Been Rewritten During the Crisis

By www.littler.com
Published On :: Thu, 03 Dec 2020 16:54:15 +0000

Erin Webber explains how a remote environment requires more leadership responsibility, skills and choices.

The American Lawyer

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NLRB Regional Director Says Dartmouth Men’s Basketball Players Are Employees, Can Vote in Union Election

By www.littler.com
Published On :: Wed, 07 Feb 2024 19:38:45 +0000

On February 5, 2024, the NLRB’s Regional Director for Region 1, Laura Sacks, issued a written decision finding that Dartmouth’s men’s basketball players are employees under the National Labor Relations Act. Based on their status as employees, Regional Director Sacks found, Dartmouth’s men’s basketball players are eligible to vote in a union election petitioned for by Local 560 of the Service Employees International Union, a labor union that already represents several other more traditional employee groups at Dartmouth.


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Pay to Play? Third Circuit Holds NCAA Athletes Can Be Considered Employees

By www.littler.com
Published On :: Tue, 16 Jul 2024 17:38:06 +0000

  • The Third Circuit in Johnson v. NCAA ruled that athletes at NCAA Division I schools may be considered employees under the Fair Labor Standards Act.
  • The Johnson decision creates a circuit split that could lead the United States Supreme Court to resolve this issue.
  • Colleges and universities could face substantial back pay claims from current and former college athletes based on Johnson.


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ETSI IPE releases the first IPv6 Enhanced Innovation Report, helping global industry players to reach consensus

By www.etsi.org
Published On :: Tue, 02 Nov 2021 08:28:14 GMT

ETSI IPE releases the first IPv6 Enhanced Innovation Report, helping global industry players to reach consensus

Sophia Antipolis, 15 October 2021

ETSI is pleased to announce the first ETSI IPv6 Enhanced Innovation (IPE) report ETSI GR IPE 001 “IPv6 Enhanced Innovation: Gap Analysis”. Jointly compiled by 15 leading IP industry players, this report comprehensively analyzes gaps based on requirements created by the new use cases and services like 5G and the cloud, to accelerate IPv6 deployment and innovations, and identifies recommendations of new features of the IPv6 enhanced innovations, paving the way for a consensus to be reached among global IP industry players.

Read More...


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SpotOn London 2013 Storify: Science games: does play work?

By www.nature.com
Published On :: Mon, 11 Nov 2013 15:05:12 +0000

Here is a Storify collecting the online conversations from the Science games: does play work? session at


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My little pony. 14, Shadowplay / story by Josh Haber ; adaptation by Justin Eisinger ; lettering and design by Nathan Widick.

By library.gcpl.lib.oh.us
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"When Sunburst discovers the lost journal of Star Swirl the Bearded, he shares it with Twilight Sparkle. Together, they find out how the sorcerer and several other of Equestria's heroes, known as the Pillars of Old Equestria, sacrificed themselves to defeat the evil Pony of Shadows. After researching more about the heroes' disappearance, Twilight believes that the Pillars are still alive and trapped in limbo and becomes obsessed with trying to free them, but it might not be such a good idea!" -- Provided by publisher


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The Family That Plays Together

By www.npr.org
Published On :: Tue, 06 Aug 2024 07:00:00 +0000

Every athlete's looking for that extra edge — and for a lot of them, it's their family. Who drove them to practice? Who told them to never give up? In this episode, player's loved ones step into the spotlight.

If you want to leave the StoryCorps Podcast a voicemail, call us at 702-706-TALK. Or email us at podcast@storycorps.org.

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Sense of Place: This Colorado bluegrass quartet was only supposed to play once

By www.npr.org
Published On :: Tue, 15 Oct 2024 07:00:59 +0000

Big Richard formed to play a one-off festival gig, then the quartet fell in love with playing together.

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WATCH: Pixies plays songs from their new album, 'The Night the Zombies Came'

By www.npr.org
Published On :: Thu, 24 Oct 2024 07:00:59 +0000

The alternative rock pioneers perform an exclusive set ahead of the release of their latest album.

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Work, Play, Rest - Part 1

By www.npr.org
Published On :: Fri, 04 Feb 2022 05:01:39 +0000

The past few years have shaken the fundamental ways we live. It's... disorienting. But it's also an opportunity to reexamine how we spend our time. Over the next three episodes, TED speakers will investigate evolving notions of what it means to pay our bills, feel joy in play, and rest our minds and bodies. This hour: Work. Guests include labor organizer Jess Kutch, social entrepreneur Irma Olguin, and tech reporter Kevin Roose.

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Work, Play, Rest - Part 2

By www.npr.org
Published On :: Fri, 11 Feb 2022 05:01:05 +0000

As kids, play comes naturally. But over time, it gets replaced with work. This hour, TED speakers explore how to reconnect with play—to spark creativity, combat despair, and find our way in the world. Guests include musician Jacob Collier, human rights activist Yana Buhrer Tavanier, and web developer Stuart Duncan.

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Work, Play, Rest - Part 3

By www.npr.org
Published On :: Fri, 18 Feb 2022 05:01:56 +0000

Rest is so much more than just a good night's sleep. From human hibernation to ASMR to the science of dreams, we explore how to nourish our minds and bodies with different forms of rest. Guests include physiologist Craig Richard, psychologist Dylan Selterman, hibernation researcher Matteo Cerri, and journalist Celeste Headlee.

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Listen Again: Work, Play, Rest - Part 1

By www.npr.org
Published On :: Fri, 05 Aug 2022 04:01:56 +0000

Original broadcast date: February 4, 2022. The past few years have shaken the fundamental ways we live. It's... disorienting. But it's also an opportunity to reexamine how we spend our time. Over the next three episodes, TED speakers will investigate evolving notions of what it means to pay our bills, feel joy in play, and rest our minds and bodies. This hour: Work. Guests include labor organizer Jess Kutch, social entrepreneur Irma Olguin, and tech reporter Kevin Roose.

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Listen Again: Work, Play, Rest - Part 2

By www.npr.org
Published On :: Fri, 12 Aug 2022 04:10:23 +0000

Original broadcast date: February 11, 2022. As kids, play comes naturally. But over time, it gets replaced with work. This hour, TED speakers explore how to reconnect with play—to spark creativity, combat despair, and find our way in the world. Guests include musician Jacob Collier, human rights activist Yana Buhrer Tavanier, and web developer Stuart Duncan.

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Listen Again: Work, Play, Rest - Part 3

By www.npr.org
Published On :: Fri, 19 Aug 2022 04:05:28 +0000

Original broadcast date: February 19, 2022. Rest is so much more than just a good night's sleep. From human hibernation to ASMR to the science of dreams, we explore how to nourish our minds and bodies with different forms of rest. Guests include physiologist Craig Richard, psychologist Dylan Selterman, hibernation researcher Matteo Cerri, and journalist Celeste Headlee.

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UCLA plays a pivotal role in Getty PST ART, the nation’s largest art event

By newsroom.ucla.edu
Published On :: Wed, 22 May 2024 19:00:00 GMT

UCLA Arts and UCLA Film & Television Archive bring seven projects to “Art & Science Collide” from July through May 2025.


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U of T scientist to play key role on Mars 2020 Rover Payload Mission

By media.utoronto.ca
Published On :: Tue, 05 Aug 2014 20:04:55 +0000

TORONTO, ON — NASA announced last week that the next rover, being sent to Mars in 2020, will carry seven highly sophisticated instruments to conduct unprecedented science and exploration technology investigations on the Red Planet. The instruments were selected from 58 proposals received from researchers and engineers around the world and Rebecca Ghent of the […]


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AP Psychology class learns brain functions while playing Pokemon

By www.fhps.net
Published On :: Mon, 21 Oct 2024 21:09:58 +0000

Exciting learning at Forest Hills Eastern High School! Our amazing AP Psychology teacher, Mr. Cameron Wysocki, has taken education to the next level by merging science and creativity! Students are learning about different parts of the brain by designing their own Pokémon characters and cards. After crafting their creations, they went head-to-head in a Pokémon […]

The post AP Psychology class learns brain functions while playing Pokemon appeared first on Forest Hills Public Schools.


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  • FHPS District News
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The Moth Radio Hour: Play it Again, SLAM

By play.prx.org
Published On :: Tue, 25 Jun 2024 04:00:00 -0000

In this hour, stories from The Moth's SLAM Showcase - a night of storytelling do-overs for tales from The Moth's archives that needed slight tweaks or a second chance. Standing out or fading away, chance encounters, and the importance of food. This hour is hosted by Moth Senior Director Jenifer Hixson. The Moth Radio Hour is produced by The Moth and Jay Allison of Atlantic Public Media.

Storytellers:

Gabby Shea wants to impress her boyfriend's family with her macaroni and cheese.

Jon Novick reveals what his every day existence is like as a Little Person in New York City.

Annie Tan has trouble connecting with her father across a language barrier and physical distance.

Carl Banks draws upon his past to help a desperate young man on a bridge.

Anoush Froundijian is cast in a bit part in the Armenian version of Beauty and the Beast.

Wendy Paige encounters a racist classmate in her new school.

Podcast: 662


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The Moth Radio Hour: The Games We Play

By play.prx.org
Published On :: Tue, 10 Sep 2024 04:00:00 -0000

In this hour: win, lose or draw! Stories of competition and play. Family pranks, high school Latin, college track, and the need for approval. This episode is hosted by Moth Executive Producer, Sarah Austin Jenness. The Moth Radio Hour is produced by The Moth and Jay Allison of Atlantic Public Media.

Storytellers:

Joey Garfield is invited to play with the cool kids. 

Tod Kelly seeks justice for a decades-old prank.

Romy Negrin and her Latin Club compete in the highest division.

Tahmin Ullah risks her relationship with her mom when she takes up running. 

Abhishek Shah hatches a plan to win over his fiancée's family.

Podcast # 674


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I Want to Play Video Games for a Living

By hbr.org
Published On :: Fri, 11 Jun 2021 04:00:00 GMT

Can you make a career out of playing video games? Short answer: Yes.


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Playful Motion

By www.thecollectionshop.com
Published On :: 7/9/2019

Playful Motion by Kitty Cantrell is a(n) Open Edition. The Edition is Limited to Limited Edition of 1250 pcs


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Playful Motion AP

By www.thecollectionshop.com
Published On :: 7/9/2019

Playful Motion AP by Kitty Cantrell is a(n) Limited Edition. The Edition is Limited to Artist Proof of 95 pcs


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By www.thecollectionshop.com
Published On :: 1/22/2016

Come Out and Play by James Coleman is a(n) Limited Edition. The Edition is Limited to Edition of 195 pcs


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By www.thecollectionshop.com
Published On :: 1/2/2013

Come Out and Play Premiere by James Coleman is a(n) Limited Edition. The Edition is Limited to Edition of 10 pcs


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Early Version of Maple on Display at Science Museum in London

By www.maplesoft.com
Published On :: Mon, 12 Dec 2016 05:00:00 Z

Maplesoft announced that its mathematical computation software, Maple, is now on display at the Science Museum in London.


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Maple on Display in the New Mathematics Gallery at the Science Museum, London

By www.maplesoft.com
Published On :: Mon, 12 Dec 2016 05:00:00 Z

Waterloo, Canada, December 12, 2016: Maplesoft today announced that its mathematical computation software, Maple, is now on display at the Science Museum in London. On December 8, 2016, the museum opened Mathematics: The Winton Gallery which explores how mathematicians, their tools and ideas have helped to shape the modern world over the last four hundred years. The gallery showcases an early version of Maple from 1997.


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Dehumidification Plays a Crucial Role in Cannabis Crop Production

By www.achrnews.com
Published On :: Mon, 08 Mar 2021 11:00:00 -0500

Grow rooms are a prominent example of the potential and the challenges of indoor agriculture.


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Cool Refrigeration Innovations On Display At AHR Expo

By www.achrnews.com
Published On :: Fri, 05 Apr 2024 14:00:00 -0400

At the AHR Expo, manufacturers displayed their latest commercial refrigeration equipment, which included condensing units, components, controls, and other solutions.


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Plug-and-play Zoning is Here to Stay

By www.achrnews.com
Published On :: Mon, 26 Feb 2018 07:26:00 -0500

Zoning has been around for way longer than some of the newest, most popular technologies, like ductless systems, Wi-Fi thermostats, and Alexa; however, its adoption has been slow, comprising only about 5 percent of the market.


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SE-Radio Episode 339: Jafar Soltani on Continuous Delivery for Multiplayer Games.mp3

By traffic.libsyn.com
Published On :: Wed, 26 Sep 2018 18:25:36 +0000

Jafar Soltani of Rare (Microsoft Studios) discusses Continuous Delivery in AAA Games and how it can increase quality, reduce crunch, and deliver games faster. Topics include implementation and architecture, asset and delivery pipelines, and special challenges of games.


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Raspberry Pi Enthusiast Creates Coronavirus Live Global Tracker Display

By www.pcstats.com
Published On :: Wed, 11 Mar 2020 18:41:12

There are so many things that can be done with a little spare time and a Raspberry Pi that it boggles the mind; the little developer board can be made to do just about anything builders can dream up. One of the most recent projects we've seen using the Pi turned up on Reddit from a person called jul-bruegger who combined the Raspberry Pi Zero... [PCSTATS]


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Government plans to ban smoking outside schools and playgrounds

By www.bbc.com
Published On :: Tue, 05 Nov 2024 08:53:10 GMT

The government has announced plans to make it illegal to smoke outside schools and hospitals, and in children's playgrounds in England. They have also said that some outdoor places could become vape-free.


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Playing games often gives children a sense of pleasure

By www.usingenglish.com
Published On :: Wed, 02 Oct 2024 06:56:05 +0000


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Alpine Cleaning & Restoration Specialists Bring Joy to Local Girl Fighting Cancer with a new Playset

By www.randrmagonline.com
Published On :: Mon, 28 Oct 2024 06:56:12 -0400

Alpine Cleaning & Restoration Specialists team up with ROC Solid Foundation to build a backyard playset for Adlee Frampton, a brave three-year-old battling Stage 2 Wilms Tumor. This generous act not only brings joy to Adlee but also highlights the powerful impact of community support and the healing power of play during challenging times.


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BELFOR Franchise Group Claims Partnership Aims to Level Playing Field for Insurance Pros

By www.randrmagonline.com
Published On :: Thu, 31 Oct 2024 07:26:59 -0400

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