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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_

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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

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NEW ACCOUNT

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SF FILM HISTORY DISPLAY OPTIONS PRINT CONTENT

DOWNLOAD CONTENT

VIEW MAP SHARE

» EMAIL » FACEBOOK » DIGG » TWITTER » REDDIT » STUMBLEUPON

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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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0 48 C o u r s e _ E x pe r i m e n ta l T y p o g r a p h y

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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P r o j e c t o 4_V i e w - M a s te r

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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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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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Exploring the limitless imagination and creative fearlessness of a child

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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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P r o j e c t o 8_ P r o B o n o W o r k

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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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