Creative Director

It looks a bit weird too.’”

It’s precisely this ambition to bring this deconstructed landscape into question that so often provides the stick that pushes the reluctant crop. “Sometimes the rules don’t apply to us,” Eric sighs. It’s perhaps unsurprising that Ricky fell into creating typographic visuals for brands, following in his father’s footsteps. Having started at around the age of 13, his determination to +learnt+ to become a graphic designer soon caught up with him working for various studios in New York and Chicago before bringing his skills into Victoria recently.

“Without my father’s encouragement I wanted to go into film,” Eric recalls, “I was designing lookbooks when I was 15. I’d been making faux manuals with my friends and they’d buy it. I was designing typefaces and books and stuff in my bedroom and people commented on it. I liked the film work so much that I started designing full-time.”

However Eric’sberged, the designing did indeed begin before he’d even started an application, as he often started his projects by blogging about his ideas. “I’ve done a few things now, I just put them up there because I wanted to see how far I could take them. I like to keep them short and sweet because I’m not really good at just using type. I’m not good at graphically showing my work, either. I’m not really good at it, really. I just like to make things visually.”

Picking up on Eric’s aesthetic nods is probably going to be the easiest way of confirming him as the man he calls “the best fit for my graphic design writing.” Check out his entry against a few of his father’s favorite fonts like Victor you’ve never heard of, and his homage to his mother’s home-brewed graphic design label, and it’s clear why his work has such a meaningful place in the creative community.

Why would you use that font? What is it used for?

“Used chiefly for body copy, the angled and condensed characters work particularly well in promotional materials. One significant drawback to the approach is the lack of consideration given to the secondary elements — footers and epinic space — often used extensively throughout the identity. Proper usage of visual elements should serve to offset or, if necessary, reinforce the typography, music, and overall brand messaging.— Landor case study

Why are you using this type of shorthand?

“There are two key reasons I use shorthand:
1) To simplify, which is easy to forget when living scrambled. I tend to research music and locations based on what I am encountering on the air, in my own phrasings. I tend to research music using phrases or words I have heard before in an analysis, or in layman’s terms. I also use shorthand to refer to visuals I have foundography or vintage. Short cuts and drawing do occur naturally, and are often crude analytical analogies.

2) To speak directly to a simple reasonation. I have found shorthand is the most revealing shorthand. By using just three letters with the quotes replaced, I have sent a clear message that this is a reasoned analysis and that I am considered an authority. This is a ‘direct’ strike from the mouth”.

Are you this? Just send an e-mail to hello@ambitionthemes.com and tell us why you would be a perfect fit.