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Mary Scott
Instructor_
School of Graphic Design
Academy of Art University
School_
Adobe Creative Suite CS5
Software_
Avenir, Joanna
Fonts_
(650) 875-7137
South San Francisco, CA 94080
1336 San Mateo Avenue
Giant Horse Printing
Printer_
(510) 595-3311
Oakland, CA 94618
5851 Ocean View Drive
The Key
Bindery_
Arrestox Bookcloth
Cover Stock_
Finch 100 lb. Text
Text Stock_
8.625" x 11.75"
Size_
Victor Ramos
Photography_
www.victor-ramos.com
victor@victor-ramos.com
415.567.5369
Victor Ramos
Design_
Engage
Title_
Colophon
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permission from Victor Ramos.
be reproduced without express
No part of this publication can
Š 2011 All rights reserved.
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Documentary Photography
El Santo De Carton
Project o5_
Identity
View-Master
Project o4_
Experimental Typography
1755 Van Ness
Project o3_
Information Design
The Concrete Jungle
Project o2_
MFA Thesis
Reframe SF
Project o1_
Contents
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Design Research
Trigger Happy
Project 1o_
Conceptual Design
Petmigo
Project o9_
Web, Social Media, Identity
Pro Bono Work
Project o8_
Illustration
Happy, Sad, Scary
Project o7_
Typographic Study
Gill Sans
Project o6_
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Hello.
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As a designer, I’m most fulfilled when people participate in my work. The process of engaging people through design is rewarding, especially when it triggers an emotional response. Engage with me. I’m Victor Ramos.
0 08 C o u r s e _T h e s i s
MFA Thesis
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The MFA thesis provided me with an opportunity to combine graphic design with my personal interests and passions. My work involved indepth research and conceptualizing, designing, and producing visual components. The following section showcases Reframe SF, my thesis.
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Everyone Has a Platform. What’s Yours?
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I like To Design experiences that Engage.
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Category_Web, Video, Interactive Course_Graduate Thesis Project Advisor_Christian Sparrow (Web) Advisor_Miguel Pendás (Logistics) Deliverable_Event, Website, Video Images_Victor Ramos, Participants Copy_Victor Ramos Fonts_Trade Gothic, Bembo
all over the city to find famous movie locations and photograph them. The Reframe SF Film Festival asks filmmaking participants to make two to five minute creative interpretations of San Francisco-based films. The culmination of my thesis is a film screening to celebrate the top video entries. ¶ Reframe SF ties together many areas I’m passionate about: design, film, web and community engagement.
Reframe SF, my MFA graduate thesis project, is an
“edutainment” experience set in the streets of San
Francisco. Reframe SF consists of two parts: a film
locations photo scavenger hunt and a global user-
generated online video competition. ¶ The goal
of these projects is to engage the community and
immerse them in San Francisco’s extensive cinematic
history. ¶ The scavenger hunt sends participants
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Engaging the local film community in a series of creativity-stimulating activities
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DISPLAY ERROR MESSAGE
RATE VIDEO
RSS SHARE
VIDEOS
SHARE
NEW ACCOUNT
POST COMMENT
VIDEO DETAILS PAGE
VALIDATE DATA
LOGIN
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SUBMIT VIDEO
CURRENT
WATCH VIDEOS
ABOUT REFRAME
SHARE
POST COMMENT SHARE
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SF FILM LIST
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SF FILM HISTORY DISPLAY OPTIONS PRINT CONTENT
DOWNLOAD CONTENT
VIEW MAP SHARE
» EMAIL » FACEBOOK » DIGG » TWITTER » REDDIT » STUMBLEUPON
LOGIN TO OPTIONS/ SHOW EMAIL FORM
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USERS
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How Do You View Your City?
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Mine Is a Playground For Urethane Wheels.
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Category_Information Design Course_Information Design Instructor_Bob Slote Deliverable_Hardcover Book Specs_8.25" x 10" Images_Victor Ramos, Flickr Copy_Victor Ramos Fonts_DIN, DIN Schrift
skate spots using videos, photographs and magazines. My research also included interviewing skateboarders, photographing locations and utilizing online crowdsourcing within the skateboarding community to assist me in building a robust google map of skate spots. ¶ Inspired by the skateboard deck itself, the front and rear book covers are silk-screened onto wood with a lacquer finish, giving it a killer feel.
San Francisco is a skateboarder’s paradise. One of the
most well-known skateboarding cities in the world, the
diverse geography of the 7x7 mile area makes the city
ripe for the shred-taking. ¶ Skateboarding was a big
part of my childhood and young adult life. This project
is my homage to the sport and it’s a snapshot of the
evolving state of skateboarding in the city. ¶ I began
by gathering extensive research on past and present
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Shredding the benches, rails, curbs, stairs and everything else in between
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Do you Set t ype On your hands And Knees?
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I do. Kerning with brushes and Breaths Of air.
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Category_Experimental Typography Course_Experimental Typography Instructor_Jay Watson Deliverable_Posters Specs_24" x 32" Images_Victor Ramos Assistance_Susan Hosking Fonts_Various Materials
their messes. ¶ I sought out to create environmental type in the common areas to leave behind messages about cleanliness and community. Using objects and materials from the common areas, I created type messages and then photographed the results, turning them into a series of posters. Thinking about typography in the physical world is exciting, plus, I’m able to get off the computer, which is a good thing.
I hear people come and go using the elevator or
closing the door to the garbage chute. I find it odd
that I rarely see, or hardly know, any of my neighbors.
Their existence, however, is evidenced in common
areas such as the lobby, elevators and laundry room.
And by “evidenced,” I mean their dirty living habits,
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I’m home most days, I rarely see anyone. Occasionally
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Forty eight units exist in my building and even though
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Stepping away from the computer to reacquaint myself with typography
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058 C o u r s e _ N at u r e o f i de n t i t y
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Remember The View-Master You Had As a kid?
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I turned the Toy into An adventure.
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Category_Identity Course_Nature of Identity Instructor_Hunter Wimmer Deliverable_Hardcover Book Specs_7.25" x 10" Images_Stock Images Copy_Victor Ramos Fonts_Lubalin, Avant Garde
virtual models of our collective lives, except this time we explore it through real-life experiences. The new View-Master encourages you to physically visit thrilling destinations and it offers you cutting edge devices to record your own adventures. ¶ Launching a new brand and products, View-Master has the opportunity to reinvent themselves by re-establishing their relationship with consumers and evolving into a new era.
View-Master, a children’s toy from the 1960-1970’s,
allows people to view 3-D images of picturesque
scenes and landscapes using paper disks. I set out to
spin new life to a passing, yet iconic, brand, hoping
to recreate the sense of wonder and adventure View-
Master had provided me as a child. ¶ The rebranded
View-Master leverages the same thrills for adventure-
seekers that the 3-D disks provided by creating rich
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Envisioning the possibilities of a modern day View-Master brand experience
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Do you View your Recycle Bin as a Cash cow?
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Let me introduce you to someone who Does.
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Category_ Documentary Photography Course_Photo Narratives Instructor_Beth LaDove Deliverable_Softcover Book Specs_8" x 9.25" Images_Victor Ramos Copy_Santos, Victor Ramos Fonts_Dirty Headline, Helvetica Neue
learned that to the outside world, he is completely invisible, but to countless managers, staff and shop keepers, he’s an honorary coworker with an all access pass to their businesses. I named him the “Cardboard Saint” because he roams around unnoticed but he is a crucial part of the underlying fabric that supports the working world, especially in the Financial District. Meet Santos, the invisible entrepreneur among us.
Santos is a cardboard picker. He drives around in
his red beat-up truck, canvassing the city in search
of cardboard cash. Fascinated with the concept
of cardboard picking, I was curious what a day in
his life was like. I was able to shadow him for two
days, watching as his story unfolded. ¶ Leveraging
photojournalism techniques, I captured countless
images to built a visual narrative of his journey. I
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Two days shadowing Santos, the invisible cardboard entrepreneur of San Francisco
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Do you Get Intimate With Type?
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I highly recommend A Fifteen Week fling.
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Category_Typographic Study Course_Typography 2 Instructor_Jennifer Sterling Deliverable_Type Box Specs (box)_11.5” x 9” Specs (sheets) _8.5” x 11” Copy_Wolfgang Weingart Fonts_Gill Sans
found that I truly enjoyed the process of creating visual design patterns with type. ¶ It was interesting to uncover the fundamental characteristics of the letterforms. Gill Sans has some peculiarities, that’s for sure. For example, the basic glyph shapes do not look consistent across weights and widths, especially in Extra Bold and Ultra Bold. ¶ I invite you to take an in-depth look at Gill Sans.
For this project, I was tasked with immersing myself
in a single typeface for fifteen weeks. The goal was
to study the nuances, subtleties and range of the
letterforms. Once I understood its’ composition, I
created my own layouts and designed solutions for
what my typeface could do. ¶ My typeface was Gill
Sans, a Humanist type designed by Eric Gill in 1926.
This project proved to be quite a challenge, but I
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Getting up close and personal with Gill Sans through a typographic analysis
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V i c to r r a m o s
Have You ever Participated In a Round-robin story?
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I have, in classroom Full Of kids.
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Category_Illustration Course_Book Arts Instructor_Macy Chadwick Deliverable_Hardcover Book, Case Specs_5" x 6.25" Illustrations_Victor Ramos Copy_Elementary School Children Fonts_Handwriting, Egyptienne
are based on simple emotions: happy, sad and scary. The children worked in small groups, each wrote a sentence, and then passed the book around to build on the previous sentence. ¶ I scanned the content that the children provided and created illustrations for each book. Inspired by the unique style of the children’s letterforms, I used their handwriting as the prominent design element for the book.
A round-robin is a type of storytelling in which a
number of people collaborate to write chapters of
a novel or pieces of a story, in rounds. I pre-loaded
three journals with a theme and the first sentence and
brought them to Mt. George Elementary School’s
first and second grade classroom. I wanted to see
how far the children would take the stories when
their creativity was not stifled. ¶ The book themes
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Do you Think Pro bono design work is sexy?
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I think so, Plus it Feels damn Good.
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Category_ Web, Social Media, Identity Client_San Francisco Film Museum Deliverable_Website, Assorted Print Technology_Wordpress, FBML, Flash Specs_Various Images_Victor Ramos, Stock Images Copy_Susan Hosking, Ryan McFadden Fonts_Univers, Georgia
potential, I felt compelled to help. Working closely with the SFFM founders, I established their logo, identity system, website and social media footprint. I also helped them to create a marketing strategy centered around community engagement by utilizing interactive events and exhibits. I’m excited about the future of the SFFM. I truly believe that often times big things come from small ideas.
The San Francisco Film Museum (SFFM) chronicles
the rich heritage of filmmaking in the San Francisco
Bay Area. Presently, the Museum is a small volunteer
operated start-up, but it’s an amazing organization
with great potential. ¶ Operating without a designer
on staff, and on a limited budget, the SFFM lacked a
visual identity and online presence. Feeling a personal
connection with their mission and realizing their
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Performing pro bono design services to help create a vision for a museum
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Ever wish You Could Talk with your Pets?
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There are Lot’s Of things I’d say To Mine.
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Category_Conceptual Design Course_Typography 3 Instructor_Brian Singer Deliverable_Hardcover Book Specs_8" x 6.5" Images_Victor Ramos Copy_Victor Ramos Fonts_Futura, Generation AZ
device that addresses the language barrier between humans and dogs by translating the sounds of spoken languages. The device is called the “Petmigo.” It’s a whimsical, imaginary product and an exercise aimed at designing without constraints. ¶ My photographic style is inspired by the dramatic acting of a “TeleNovela” and by the point of view of a dog. The type is my representation of the pet language.
Members of the animal kingdom communicate using a
multitude of sounds, body language and other means.
Any caring human who has been on the receiving end
of intense shining eyes, alert ears or wagging tails can
relate to wishing they could comprehend the crude
messages that animals try to convey. I wondered if
there could be a way for us to understand what they
are saying. ¶ I conceived an idea for a communication
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This is human to dog, come in dog… Dog? Are you there dog?
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14 4 C o u r s e _V i s u a l C o m m u n i c at i o n s L a b
What’s Your Opinion On Gun control?
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I’ll tell You Mine If you Tell Me yours.
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Category_Design Research Course_Visual Communications Lab Instructor_Phil Hamlett, Hunter Wimmer Deliverable_Hardcover Book Specs_9" x 6" Images_Victor Ramos, Stock Images Copy_Victor Ramos, Various Participants Fonts_Officina Serif ITC, Officina Sans ITC
dangerous weapons that they are. I choose to keep them at a distance, but I do not ignore them. ¶ This project involved extensive research and exploration of the gun control debate. My process included one-on-one interviews (both online and offline) with participants of varying points of view on the gun debate, a group discussion (panel) and a visit to the local gun range to experience guns firsthand.
affect many of our lives. The gun debate is an issue
we simply cannot ignore. My opinion on guns was
influenced by an experience that is now permanently
engraved in my memory: I saw a man get shot dead.
¶ So, how do I feel about guns? It’s not that I dislike
them, but rather, I respect and view them as the
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short answer is because guns directly and indirectly
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I know what you’re thinking, “Why gun control?” The
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Taking aim at the gun control debate through research, dialogue and action
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Thank You
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My wife, Susan Hosking-Ramos, deserves the biggest thank you for all her understanding, support and love. I couldn’t have done this without you. Additionally, many thanks to my Mom and Dad, Lauren Mulkey, Russ Hosking, Antonio Fernando, Abe Loftis, Phil Hamlett, Mary Scott, Hunter Wimmer and all my classmates.
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www.victor-ramos.com
victor@victor-ramos.com
415.567.5369
Victor Ramos
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