Radiography

of my

BRANDING & STRATEGY PORTFOLIO

Nicolás
Pabón Ramírez
 INDEX

A brief intro.
EARTH RESTORATION ART MAGAZINE

Worm Magazine Barilla X Brontosaudio

Editorial project at Domus Academy. Domus Academy Workshop. Freelance branding.
Radiography derives from «radio» a prefix Page 04 Page 09 Page 15

meaning “ray” or “light” and «graph» that

signifies “a way to represent”.

This portfolio unveils what’s not visible

from a collection of projects of mine.
Thus, bringing to light their design
process and strategy behind them.

Ducati Museum Renovarte

Domus Academy Workshop. Freelance rebranding.

Page 20 Page 25
 MY FAVORITES

An x-ray of myself.
Hey, I’m Nicolás Pabón Ramírez.
Colombian. Communicator. Insatiably curious.

Devoted to getting to the essence of everything.

Open minded. Non-conforming. And fanatically
obsessed with the concept of eclectic design.

Native Spanish. C1 in English. E parlo un po’ d’italiano.

Illustrator, Photoshop, Premiere, and Procreate: check!

MY TIMELINE

Pontificia Universidad Javeriana Fordham University LatinAmerican Post Alpina Leo Burnett Domus Academy
Ranked 18th in Latin America*. Ranked 130th in the USA*. A digital media outlet. Colombia’s biggest dairy company. Global advertising agency. Top 3 Design Schools in Italy*.

Social Communications Exchange semester Community Manager Communications Intern Copywriter Masters in Visual Brand Design
Emphasis on Advertising Complementary studies BOGOTÁ (2018 - 2020) BOGOTÁ (2020) BOGOTÁ (2021) MıLano (2022)
& Audiovisual Production. in Psychology.
BOGOTÁ (2014 - 2020) NEW YORK (2017) *QS World University Rankings
01. Worm Magazine ISSUE #77

Flora meets art in

ISSUE #77

E A R TRESTORATION
EARTH H R E S T O R A T I ART MAGAZINE
ON ART MAGA

a dystopian world.
ZINE

EDITORIAL PROJECT AT DOMUS ACADEMY (2022)

Context
In class, we imagined a dystopian future where Earth’s
the environment became so toxic people had to live ers
w
inside a Dome. lo
wers
lo

gF F
Brief

nig
Individually create an editorial that takes place in this

n
reality and also reflect our interests.
v iv
a yaiy
nin riv
Role tr tr g g Sruv
Su

Po r
r
Visual Designer

Po
M. Dreamer represents the risk of
M. Dre most common flora.
survival prethe
amer reof sents the risk o
survival of the f
most common
flora.
Concept ISSUE #77

Worm Magazine illustrates

through data-made-art the EARTH RESTORATION ART MAGAZINE

process of Earth’s restoration,

thus expressing how fragile
and chaotically beautiful
life can be.
Naming inspiration
“Earthworms are barometers of soil health and toxicity”¹.
In fact, Charles Darwin said that they are the number
one most influential species in the history of the planet
—above dinosaurs and humans.
M. Dreamer represents the risk of
1. Earthworm Biomarkers as Tools for Soil Assessment. M. G Lionetto,
survival of the most common flora.
A. Calisi, & T. Schettino. Università di Salento.
Moodboard ISSUE #77

The Botanical Expedition inspired

EARTH RESTORATION ART MAGAZINE
me to dive into flora. Nodes showed
me a way to do that in a modern
way with its flexible visual identity.
Nick Knight introduced me to
experimental flower photography.
Botanical Expedition, J.C Mutis
A collection of drawings made during the Royal Botanical Expedition And A.G Fronzoni gave me the
(1783 - 1816) shows Colombia’s artistic and scientific heritage.
liberty to add expressive titles.

Nodes Magazine Nick Knight A.G Fronzoni

Journal that blends art with neuroscience. Every edition Flowers shot by the British Worm-like use of
plays with the logo and design inspired by the content. experimental filmmaker. typography.
M. Dreamer represents the risk of
survival of the most common flora.
Visual Identity

LOGO

TYPOGRAPHY

PHOTOGRAPHY Saturation = risk of extinction Futura ISSUE #00

“Intensity of color” interpreted as life.

0% 50% 100%
Circular Main Titles
The magazine aims = Extinct OK
1A1A1A
Healthy Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
to portray science Garamond
laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation

through artists’ lenses.

ullamcorper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie.
Exposure = exposure to dangers
“State of having no protection from
For this issue, the state something dangerous” such as the
COLOR PALETTE
toxicity of the air.
of the flora was said to 0% 50% 100%
#FFFFFF
be measured with 3 = Visible
Hidden Partially
OKvisible Not visible
Exposed

#00000
main variables, which
I represented assigning
HEX #ED2472 HEX #ECE608
photographic settings. Blur = rare to see such flowers
CMYK 0, 96, 28, 0 CMYK 12, 0, 100, 0
“Unable to see clearly” the flora.
RGB 235, 36, 114 RGB 236, 230, 8
0% 50% 100%
PANTONE 1925 C PANTONE Yellow C
= Visible Partially visible Not visible
02. Barilla X

A ‘glocal’ community
around 3D pasta.
DOMUS ACADEMY WORKSHOP (2022)

Context
Barilla owns a business-to-business 3D printed pasta
brand called BluRhapsody.

Brief
Propose a consumer-oriented strategy and a product
launch with this technology. No branding restrictions.

Role
Brand Designer

Group
Kay Nongnapat, Nisha,Vaibhav Ramani
Goal

Use BluRhapsody’s tech

to position Barilla as an
innovative brand that
brings together a ‘glocal’
community through a
new sub-brand that
reimagines the future of
food starting with 3D pasta.
Research

The 3D printed food market

is expected to reach
$872M USD
in 2028.
BluRhapsody’s 3D Printed Pasta Pasta Market Size, Growth and Trends
Mainly a B2B brand that offers some consumer options with (2022). Fortune Business Insights
a luxury positioning (since they are expensive to produce).
CONCEPT

“This utility of the letter X circles

Going ‘glocal’ back to its inherent mystery
(...) What, exactly, has
An alimentary translation¹
made it such a popular letter
By mixing global food (in this case pasta) with a local twist we from tech bros to Jesus” -The Outline
wanted to focus on cosmopolitan capitals of the world bringing
Carboni people together with a cultural bridge.
Art has always been
Glocal and Food: On alimentary translation (2016), S. Franciscu. Semiotica Journal.
part of Barilla’s DNA.

How to honor Make it mysterious,

Barilla’s heritage and use art to
and also create a elevate the product.
global, luxury The mystery subscription box
community market is expected to reach
around 3D pasta? $65B USD in 2027.
Subscription Services Market Size
(2021). Fortune Business Insights.
Visual Identity
COLOR PALETTE MAIN ASSET

HEX #002ED6 HEX #EBAB4D

CMYK 90, 78, 0, 0 CMYK 1, 38, 91, 0
RGB 0, 46, 214 RGB 235, 171, 77
PANTONE 2728 C PANTONE 7409 C

NAMING

Barilla X is a name that is universally

TAGLINE pronounceable, alludes to math
and borrows from the tech
Taste the new dimension. industry’s common naming
conventions to denote innovation.

TYPOGRAPHY BLACK SUB-BRAND VALUES

Elido
BOLD
Experimental
REGULAR
Mysterious
Glocal
ITALIC
Lorem ipsum dolor sit amet, consectetuer adip
iscing elit, sed diam nonummy nibh euismod
Innovative
tincidunt ut laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim veniam. LIGHT Experiential
The Barilla Xperience Box

A subscription service
delivered every season that
gives a taste of a new culture DESIGNED TO BE FLEXIBLE

curated by local chefs and Culture cannot be restrained by

guidelines, so the ‘X’ becomes
a canvas where diverse artists
artists using 3D pasta. can represent their country
without compromising the brand.
Boxes were designed by Nisha.

Unexpected box design An opening experience

The debut collection was inspired by spring, the Consumers will find enough pieces and
perfect time to launch in Milan the new sub-brand. a sauce for sharing a special dinner.
The Launch Campaign

Expectation Campaign: What’s Next? Main Event: The Blossoming of a New Dimension.
To call the attention of the general public, we proposed to place a piece of Chefs, artists, stakeholders, and influencers would to be introduced to the
3D pasta inside classic Barilla boxes with the tagline #TasteTheNewDimension, new sub-brand and experience the blooming of the new pasta technology on
a hashtag influencers on social media would later use to showcase it. their personal pots. After the event, the installation will be open for the public.

Event renders were designed by Kay.

03. Brontosaudio

From nickname
to personal brand.
FREELANCE BRAND DESIGN (2019)

Context
My friend and creative partner wanted to launch a
brand around music curation.

Brief
Create a brand identity flexible enough to work as
a personal brand, a radio show, and much more.

Role
Co-brand Designer

Partner
Pedro Bernal
Concept

Even in the face of an

imminent death, music
is life. Imagine being a
brontosaurus on the verge
of extinction...
What song would you play?
NAMING WORD GRAM

brontosaudio
ITC Galliard derived
from a hand-lettering by
Matthew Carter in 1978,
perfectly sits right between
a serif and a non-serif.
Giving a playful look
Pedro’s nickname Music-related to the brand’s word gram.
References
The geometric lines that denoted FINAL LOGO SKETCH
movement and expansion were
the vehicles to paint the ironic
picture of a brontosaurus
listening to music while the
meteor was about to clash.
Classic Apple logo Video cassettes
Colorful lines gave the This one inspired the
effect of a moving logo. logo’s color palette.

Yeezus
This albym inspired the shape.

It all started with a CD.

Which is intrinsically related to music and is also
the shape of all social media profiles. But when
we found out it was actually invented in the
80s we wanted to go all in with that aesthetic.

The Music
and the 80s.
The colorful and scratchy
graphics clearly evokes ‘My Super Book of Dinosaurs’
the zeitgeist of this era. Vintage illustrated book with depictions of diverse
dinosaurs, including the brontosaurus.
Visual Identity
COLOR PALETTE

HEX #EFCA08 HEX #E75B35 HEX #C63B37 HEX #BD1F9A

CMYK 8, 17, 100, 0 CMYK 0, 84, 96, 0 CMYK 10, 98, 93, 1 CMYK 22, 96, 0, 0
RGB 239, 202, 8 RGB 231, 91, 53 RGB 198, 59, 55 RGB 189, 31, 154
PANTONE 7548 C PANTONE 172 C PANTONE 1795 C PANTONE 2395 C

TYPOGRAPHY

SUBTOPIC / SUBTOPIC / SUBTOPIC / SUBTOPIC / SUBTOPIC

Eurostile
Main Titles Always Go in Eurostile Heavy.
Its squared-off / Subtitles will go on Regular.
round and crisp For the texts, we went for the always good, classic,
very readable Times.
characters add Lorem ipsum dolor sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh euismod tincidunt ut
a kind-of laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation

mechanical ullamcorper suscipit lobortis nisl ut aliquip ex ea

commodo consequat. Duis autem vel eum iriure
dolor in hendrerit in vulputate velit esse molestie.
personality
to the brand. By AUTHOR IN BOLD / @usernamel
DATES IN REGULAR AND ALL CAPS, 0:00 AM
Titles of pictures will go in Regular Oblique. And the source in Regular with lower opacity.

ITC Serif
Gothic Heavy Main Titles Occasionally, this font can
be used as the main title.
 Aplications

brontos
9:41 AM Fri 16 Sep brontosaudio.com

REVIEWS / RADIO / AUX / EXHIBITION / FUSIONS

arab ambient REVIEWS / SOUNDTRACKS

‘Phantom Thread’ Original Motion Picture

Soundtrack Review
/ Recorded with a 60-piece orchestra, the Radiohead member’s score for Paul Thomas
/ A playlist by Brontosaudio Anderson’s latest film is as lavish as its high‒fashion, old-money backdrop.
By PEDRO BERNAL VILLADA / @pe.bernal
Sep. 16, 2019, 9:41 AM GMT +2

Hit different.

Johny Greenwood working from his studio. Image: The New York Times.

Since the start of his career, the director Paul Thomas Anderson has exhibited an acute sense of how music
can shape a film’s narrative—how cues and leitmotifs come to define not just individual scenes but the
entire world being built from scratch. (The Gen-X angst of Magnolia would not be the same without
Aimee Mann’s ballads, for example.) Since 2007’s There Will Be Blood, Radiohead’s Jonny Greenwood
has composed the music for each of Anderson's films. The collaboration between the two has only
strengthened the distinctiveness of Anderson’s work: The frantic string compositions of There Will Be
Blood and the stoner-rock grooves of Inherent Vice are essential to those viewing experiences. On Ander-
son’s latest feature film, Phantom Thread, Greenwood’s music appears across the majority of the film’s
130-minute runtime, elevating the director-composer partnership to a new level.

/NEW brontosaudio.com/shop
COLLECTION
04. Ducati Museum

The marker and the

augmented experience.
DOMUS ACADEMY WORKSHOP (2022)

Context
The Borgo Panigale Experience, close to Bologna, is
where Ducati comes to life in its factory and museum.

Brief
Improve the existing experience to generate brand
awareness and expand the number of visitors.

Role
Visual Brand Designer

Group
Rita Revezzi, Boyu Yu & Yaren Kayikci
Goal

Elevate the Ducati Museum

by creating an informative,
interactive, and memorable
augmented reality layer
on top of the existing
factory tour and exhibition.
THREAT OPPORTUNITY
The museum’s main targets are motorbike enthusiasts, Connect with Gen Z now —while they are
Ducatisti, and schools. Most of them are upper-class men. still creating relationships with brands.
They are “set to account for
40% of the global
luxury market by
2035”.
Bloomberg Business
Pain points
During our visit, we identified three touchpoints that had room for improvement.

Hectic Factory Outdated Radio Unused theater

There’s a lot of elements and visitors get confused It makes interacting within In the heart of the museum there is a
because they don’t know where to look at. the museum boring. cinema that points to nowhere.

Research
We identified that augmented reality, as stated by The Economics Times, creates
connections with visitors and interactively presents information. Also, Museum
Next explains that Instagram worthy-installations lure visitors and nudge them
to promote museums.

Microsoft HoloLens 2 Fondazione Prada Spotify Codes

A mixed-reality headset that lets Installations that attract Branded markers that trigger a song,
users interact with virtual objects. younger generations. podcast, or artist when scanned.
Main Components
QR codes and AR are common in museums. But we wanted to create a
seamless, useful, and unique experience, so we took the iconic Ducati
helmet and transformed it into a hands-free mixed reality device.

Introducing the Ducati World Viewer

Replacing the radio, this device will trigger distinct experiences 43px
when it scans one of our branded AR/VR markers. 35px

MIXED REALITY TRANSPARENT DISPLAY

See-through holographic lenses and a 2K display
optimized for 3D eye positioning.

SPATIAL MAPPING
Camera that detects physical environment and
allows digital content to be anchored to objects.

HAND TRACKING
Fully articulated hand tracking, touch, grasp,
and move holograms in ways that feel natural.
70px
35px
IMMERSIVE SOUND
Spatial audio with dynamic head tracking will give
visitors a theater-like experience with 5:1 sounds.

73px
35px

FORMULA CIRCLE SIZES MARKER ARCHITECTURE

A Million Ducati Codes ^ spots To create a new Ducati Code there
I designed a branded marker that could be assigned to circle sizes are 10 spots where 4 circle sizes fit.
people, objects, and experiences. Once scanned, it will This structure guarantees a common
trigger a mode on the Ducati World Viewer or open a 4
10
= 1,048,576 120 px 90 px 60 px 30 px
design in all million combinations and
link on the Ducati App. possible versions becomes a branding element for the
of the marker. Ducati Museum. 1080 x 1080 px
Informative, Interactive and Memorable
The idea was to place Ducati Codes to trigger distinct experiences around the factory, exhibition, and in a brand new installation.

Factory: Focus Mode Exhibition: Inside View Theater: VR Experience

The Ducati World Viewer will “suppress reality” by blurring the background In the museum, the most iconic bikes will have a Ducati Code. This mode In the heart of the museum, we proposed to place motion 4DX bikes that, when
and focusing only on what the guide is showing. That way, visitors will have will let people learn about the technical aspects and by being able to a visitor scans the code, the helmet starts a virtual reality ride that will let them
a better understanding of how Ducati motorbikes are produced. play around with the main components. experience Ducati’s history: from the bombing of their factory to high-speed races.

Normal Point of View

Ducati Codes around the exhibition From Cinema to Installation

Helmet Point of View Scan the components Interact with them Sit and scan Ride through history
05. Renovarte

The art and process

of renovating.
FREELANCE REBRANDING (2021)

Context

RENOVARTE
Renovarte is both a place where people get spiritual
therapy and massages. Its tagline is: “Spa for the
Body & Soul”.

Brief
Refine the existing logo, maintaining the core main
elements, so current customers recognize the brand.

Role
Brand Designer
Concept

Renovar means giving energy to

something so it can “become
new again”. On the other hand,
arte signifies “a human activity
to recreate an aspect of reality”.

Diagnostics of the naming Original Logo

Taking into account the brand’s slogan, Renovarte would Although the tree could
mean “the art of renovating someone’s body and soul”. signify spiritual growth,
it is very limiting since it
Following this, I believed that the current logo didn’t reflect has too many elements and
the meaning of the name, so I proposed to do an overhaul. limits the target by using,
what seams, the body of
*All definitions are given by the Real Academia de la Lengua Española
(RAE) and translated by me for the purposes of this portfolio. a woman.
Moodboard

«esoteric»
The inner spiritual dimension
This keyword was the beginning of the search for
a new aesthetic. Esoterism encapsulates the origin
of all religious practices. This is something that
the client is so inclined to, since she doesn’t
Flammarion Engraving want to limit her practices to any religion.

For the new visual

identity I dived into
the essence of the What typeface?
business, found that During the visual search, elements
like Tarot Cards (which the client
aesthetic, and blend uses in some of her sessions) have
fonts with a particular serif, that
it with modern at the same time, has an organic
and handwritten feeling.
elements.

Avatar: The Last

Mue Studio
Minjin Kang and Mijoo Kim explore the line between
real and fantasy with chill architectural images.
Final Logo Sketch
Airbender Symbols After taking everything into account,
These represent the four elements
with symbols that conceptually and
I considered that the logo should have
graphically represent the brand. a hand-drawn feel. That way it will feel
Since many of her sessions involve more personal and friendly.
these elements, this reference modernizes
many traditional esoteric symbols.
Visual Identity
COLOR PALETTE

HEX #608190 HEX #F7D7AE HEX #E9AB73 HEX #35302E

CMYK 67, 40, 35, 5 CMYK 2, 16, 33, 0 CMYK 2, 39, 65, 0 CMYK 65, 64, 64, 61
RGB 96, 129, 144 RGB 247, 215, 174 RGB 233, 171, 115 RGB 53, 48, 46
PANTONE 7698 C PANTONE 7507 C PANTONE 721 C PANTONE 179 - 15 C

TYPOGRAPHY

The colors aim to

Organic structure that symbolize warmth
Big Calson resembles handwriting inspired by sunsets
with a pen. near the ocean.

RENOVARTE
The fonts are a
Avenir Combined with a font that literally means future
in french, and actually hints that the typeface contrast between
owes some of its interpretation to Futura.
modern and organic.

LOGO VARIATIONS Word Mark

The proportions of the lowercase letters and
Depending on the context,
the logo can be presented in exaggerated serifs in Tuppence give an organic, yet

REN VARTE contemporary appearance. Combined with the

diverse ways. For example,
in a document the combined
marks makes more sense.
But in a profile picture, the
pictorial logo, it creates the desired esoteric look.
pictorial version is better.
Applications

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Let’s get Mail
npabonr@gmail.com

Phone

in touch! +39 388 959595 8

WhatsApp
+57 313 261 5679

Thank you so much for your Illustrations

attention. Have a great day :) @m.dreamerrr