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ABOUT ME
TOMMY LEDERER-PON
Born in Oakland and currently living in San Francisco, I am a Bay Area native that has grown up in a multicultural, ambitious and well-rounded community. My personal background is reflected in my design work; from fashion, to music, to web, print and more, I have made an effort to diversify my competence as a designer. I am also the founder of a streetwear clothing brand called Tombogo. Operating a brand has given me a great deal of experience in not only design and fashion, but in business, marketing, communications and event planning as well. I am an ambitious spirit and forever a student at heart. Constantly learning and absorbing, hungry for exploration and problems to solve, I look forward to contributing my skills as a designer to our future tomorrows.
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UTILITY GARMENT ALBUM ARTWORK PROPAGANDA MOVIE POSTER BOOK DESIGN MAGAZINE SPREAD MULTI-PURPOSE GARMENT
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LED HAT Utility Garment Design
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fashion
streetwear technology
utility
The LED Light Hat by Tombogo combines fashion and function. I have an urge to find a place for functionality and purpose within streetwear and high fashion. Inspired by the convenience of the classic headlamp, as well as a desire to eliminate the need to constantly pull-out my iPhone as a flashlight in the dark, the LED Light Hat was born. By installing powerful bulbs into the brim, while maintaining a stylish, yet minimal cosmetic design, the user will never be hindered by the dark. The LED Light Hat by Tombogo opens the doorway to a fresh approach to fashion, by critically examining problems and creating solutions through garment design.
INSPIRATION
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1. Head Lamp 2. Nasir Mazhar Cap 3. Military grade Straps
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ASSETS
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1. Hat 2. Tombogo Elastic Straps 3. Plastic Buckles
4. Wires 5. Battery pack 6. Light Bulbs
FUNCTION
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1. Hat 2. Tombogo Elastic Straps 3. Plastic Buckles
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4. Wires 5. Battery pack 6. Light Bulbs
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Young L
Final Fantasy Album Artwork
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®
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hip-hop bay area
influential
early 2000’s
I was approached to design a “Final Fantasy” album cover for legendary Bay Area rapper and producer Young L on extremely short-notice by the artist’s manager. Young L was a key member of the rap group known as, “The Pack”, responsible for pioneering early 2000’s hip-hop and the song ”Vans”. I was honored to design an album cover for Young L considering the impact his music had on myself as well as many others in the early 2000’s.
INSPIRATION
The Pack was a Bay Area rap group in the early 2000’s that contributed to pioneering “hyphy” music, as well as bringing Vans sneakers into style within the inner city youth culture.
Final Fantasy is a classic science fiction role-playing video game. There are 12 different versions of the game, and each shares an consistent cover design that is instantly recognizable. I wanted to take this iconic Final Fantasy cover design, and apply it to Young L’s mixtape art.
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PROCESS
PROCESS
ORIGINAL
REDESIGN
YUNG
L G N D
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No Gentrification Street Sign Propaganda
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gentrification
culture
displacement
propaganda
Gentrification is a major issue in Oakland and San Francisco, as well as numerous urban cities nation-wide. I have watched the effects of gentrification push away native homeowners and local business first-hand in my neighborhood. I felt a need to address this impactful issue through design. Inspired by Shepard Fairey’s Obey propaganda, I decided to create “No Gentrification” signs. Mimicking the classic No Parking sign, the “No Gentrification” will be installed around heavily gentrified neighborhoods to bring attention to displacement of native community members.
CONCEPT
prop·a·gan·da ˌpräpəˈɡandə/
- Information or ideas deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.
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ASSETS
NO NO GENTRIFICATION GENTRIFICATION GENTRIFICATION CAUSES GENTRIFICATION CAUSES FAMILIES, COMMUNITIES AND CULTURES FAMILIES, COMMUNITIES AND CULTURES TO BE FORCED OUT THEIR HOMES TO BE FORCED OUT THEIR HOMES
NO GENTRIFICATION GENTRIFICATION CAUSES FAMILIES, COMMUNITIES AND CULTURES TO BE FORCED OUT THEIR HOMES Pantone Red 485 C
Font: Helvetica Bold
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(TEMPORARY!)
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FRUITVALE STATION Movie Poster Redesign
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oakland
injustice controversy commemoration
I grew up in East Oakland, and Fruitvale was my local Bart Station, so the movie “Fruitvale Station” literally hit home for me. Inspired by Toy Story, E.T. and Jurassic Park, I decided to redesign the movie poster to emphasize the iconic elements of the story. While I appreciated the movie’s original poster design, I felt that the design didn’t fully communicate the depth of the film. My redesign of the “Fruitvale Station” movie poster aims to further iconize the injustice of police brutality, as well as the story of Oscar Grant.
INSPIRATION
Jursassic Park
AKIRA
Toy Story 3
E.T.
1988 2010 1982 I chose to cast1993spotlight on these movie poster designs because they Director: Steven Speilburg Director: Katsuhiro Otomo Director: Lee Unkrich Director: Steven Speilburg Designer: Katsuhiro Otomo Designer: John Alvinto iconizing the film. Designer: BLT CommuniJohn Alvinkey successfully contribute Each posterDesigner: captures cations, LLC The angle and setup of thisiconic il ilthe movies. An movie poster E.will The iconic logo in and font The E.T. postergive has a cerVaesthetics ery unique illustration or scenes lustration has been copied by solidifies Jurassic Park’s tain quality of beatuy and Toy Story’s unique font style that has influenced any given filmreputation instant recognition andstylecreate a mood that an many other japanese car- and characters as a classic mystery to it. The scenic have al-or feeling many contemporary and I have also seen lowed the 3rd movie to not image leaves the viewer movies and TV shows. The movie. audience can connect with.toonists, this art used as album artwork wondering more about even include the words show ‘Stranger Things’ Star Wars Ep. 4 1977 Director: George Lucas Designer: Drew Struzan
definitely uses pastiche to imitate the iconic Star Wars illustrations.
for music. I beleive that this il-
“Toy Story” on the poster. A mere “3” in the iconic Toy Story font leads the angle gives the image a realisviewer to already know tic photo feel..the red suit and what movie the poster is motorcycle are also very attrac- advertising. lustration is so powerful be cause the slight bird’s eye
tive aesthitically .
what the movie E.T. is about. With help from the poste poster, this image has solidified itself as a classic movie scene.
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1. Bart Transit Card 2. Blood Splatter 3. Concrete texture 4. Dolby Digital and Rated R logos 5. Siren light ambiance 6. Fonts: “Helvetica” and “SF MOVIE POSTER”
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Uncle Vanya Book Design
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history emotion
realism imperfection
Uncle Vanya is a classic playwright full of twists and turns illustrating that life is not perfect and one may never know what to expect. The ideology I found in Uncle Vanya inspired a whole redesign concept for the play’s book design. I wanted to visualize the progressive mess of emotions I felt throughout each Act in a bold and literal manner. My redesign has a consistent tarnished aesthetic that becomes more and more distressed as the story develops. Today, the odds that the generation of millennials would pick up a book such as Uncle Vanya is slim. My redesign aims to create an emotionally impactful visual that compliments the story, and reels in the modern reader.
ASSETS
Font: Minion Pro
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The SF Urban Farming Crisis Magazine Spread
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san francisco
housing
urban farming
Urban farms are a great asset to a community, but in a place like San Francisco where there is a housing crisis, this healthy ideal might not be realistic. Growing up in an inner-city environment, urban farming was a familiar concept in my family. Currently living in San Francisco, I found this article on Urban Farming vs. the Housing Crisis quite relevant. I wanted to design spreads for the Urban Farming story that would highlight the key points of both issues while remaining neutral on the topic. By contrasting elements found in a garden, with historical sketches of San Francisco housing I hope to help the reader resonate with both sides of the argument, and then developing an opinion.
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URBAN
COMMUTER
A Multi-Purpose Hooded Sweatshirt
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multi-purpose
commuter functional
hands-free
It is a burden to have to carry a jacket around after taking it off; being hands-free is optimal. Tying a jacket around the waste is not the most secure or fashionable statement. The Urban Commuter multi-purpose sweatshirt that replaces the ‘tie around the waist’ method with a system designed to transform the garment into a form of sling bag. This function relieves the user of the burden of carrying a jacket, as well as serves as a functional and fashionable storage accessory.
USER DESCRIPTION + FIELD RESEARCH
The Urban Commuter is marketed toward the streetwear fashion culture, but in a broader sense, the garment aims to serve the community of commuters worldwide. - Ages 16 - 65 - Frequently on-the-go / commuting - Fashionably Contemporary Photos taken in Tokyo, Venice, San Francisco & Oakland
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STORYBOARD
URBAN COMMUTER
STORYBOARD
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STORYBOARD
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SKETCHES
SKETCHES
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PROTOTYPES
1. Functionality Test The first model tested the roll, wrap and buckle feature of the Urban Commuter jacket. This prototype confirmed that the technical functionality was sound.
3. Prototype 001 The first prototype was aesthetically successful, but pointed out that there was a sagging effect at the hook and D-Ring chest area.
2. Pocket Form This secondary model tested the sizing and sililouette of the bottom pocket. I was able to find a successful form and position through this second iteration.
4. Prototype 002 The second prototype used a more expansive strapping system starting from the shoulders. This design aimed to take away the sagging effect seen in the first model. Contrasting colors were also used in th
PROTOTYPES
Prototype 004 [ Final ]
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FEATURES + FUNCTIONALITY
Transparent Mesh Storage
Classic Hoodie Pocket
Large storage Compartment
Clips to secure pocket onto hoodie
The Urban Commuter reconstructs the form of the classic hoodie pocket into a key element of this multi-purpose garment. The pocket essentially doubles as a bag, with strategically placed compartments that make commuting a walk in the park for anyone.
FEATURES + FUNCTIONALITY
ID/Transit Card Slip
Accessory Pocket
Large Storage Compartment
Key chain Ring
Swivel hooks detach from D-rings to release pocket
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FEATURES + FUNCTIONALITY
1. Release Strap
2. Roll Hoodie
3. Buckle swivel hooks and secure
FEATURES + FUNCTIONALITY
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Roll garment with logo facing outward and release strap
Take off the garment
Release and open pocket
Unbuckle clips from body
Wrap the pocket around the rolled up garment, buckle and secure
Attach custom Tombogo strap to the compressed garment and sling around shoulder
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OUTSOURCING
Custom Tombogo Nylon Webbing Straps Made in Guangzhou, China by Liman Ribbon Factory 25.3 mm = 1 inch
6.35mm = .25 inch 4.5mm
7.8mm
4.5mm
38mm = 1.5 inch
6.35mm = .25 inch
PLEASE DO NOT STRETCH OR COMPRESS THE DESIGN/TEXT
7.8mm
7.8mm
USER TESTING
User Testing was conducted by allowing friends to take the Urban Commuter out on their daily route to work/school. Putting the garment to use in its’ intended natural environment was the ultimate test, verifying the functionality and convenience of the Urban Commuter.
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DESIGN JUSTIFICATION
- Eliminating inconveniences of carrying a jacket - Simple roll and buckle system for compacting - Sling strap for carrying - Strategically placed pockets for commute - Adding function to the classic hoodie silhouette
“When someone actually uses the garment over and over and over, you’ve done your job...”
- Jarrett Reynolds ( Nike Lab )
FUTURE EXPANSION
diversify The black hoodie is a staple in the streetwear community, but in order to expand the product to a broader audience I will need to build different styles of garments that suit various demographics. i.e. peacoats, rain jackets, etc.
collaborate Collaborating with companies that specialize in constructing garments for niche markets will help embetter and fine tune the functionality of my the Urban Commuter. i.e. Northface.
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FINAL
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505 FINAL PRODUCT CONTEXT PHOTOS COMING 12/19
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CONTACT tommyledererpon@gmail.com 510-759-9357
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THANK YOU THANK YOU THANK YOU THANK YOU THANK YOU 83