"Ship it!" says the hoodie-wearing entrepreneur crouched over his laptop when a project is ready for release - as do countless other start-up employees, a few of whom Sneha Keshav has worked with as a visual communication designer. The 30-year-old from Mumbai, who moved to New York to study design, now works with a virtual reality start-up in NYC. And the barrage of start-up shorthand, "from cringe worthy to useful to pretty damn cool", she encounters regularly made her sit up and take note of what leads to its coinage and rampant use. Her witty takes on the entrepreneurial jargon are part of her newest typographical project, The Low Hanging Fruits.