About the speaker
Yo Santosa is the Founder of, LA-based branding agency, Ferroconcrete. Yo realized in high school that she hated dissecting frogs and loved art.
She launched her creative career fresh out of Art Center College of Design, earning three consecutive Emmy nominations and numerous accolades for her innovative title sequences. In 2006, Yo founded Ferroconcrete, bringing her storytelling expertise to the world of strategic branding. Ferroconcrete’s first client, Pinkberry, blossomed from one store in West Hollywood to a global brand with over a 170 stores worldwide.
Fast Company named Ferroconcrete’s complete rebrand of TBS one of their favorite branding projects of 2011. As an entrepreneur, she co-founded früute.com and commoditygoods.com. Yo’s been an instructor at Art Center, a judge for Communication Arts, and a speaker at multiple events including the Brand New Conference, the Dieline Design Conference, Art Center 3x3, and AIGA’s Design and Business. She’s received multiple design awards from Print Magazine, Communication Arts, won the ADC Young Guns award, and did it all without ever dissecting a frog.
Favorite quotes from this talk See all
I have a very simple philosophy for happiness. It's to make money doing what I love. — Yo Santosa
Brands are like people because people don't fall in love with businesses; at the end of the day they fall in love with personalities. — Yo Santosa