Branding Identity Design w/ Yo Santosa πŸ˜ŠπŸ˜‚ AIGA LA Hecho en LA speaker series

More Yo on Branding, Identity design, match-making in this AIGA LA speaker series Hecho en LA. Building personalities.

This one has been sitting on the shelves for a while, but we finally got around to editing this video. More Yo? Yo bet.

Also, check out Yo’s sit down conversation with Chris Do:


04:34 As a designer, we need to have confidence in selling our ideas
06:57 Designer vs. Artist: It’s not about me, it’s about solving the problem.
08:50 The brands we surround ourselves with are a part of our self-expression.
10:33 Opportunity: Thinkberry Brand Project
12:51 Starting Ferroconcrete
15:30 Q: What are some of your biggest challenges as owners of a studio?
16:55 Fewer Clients, Bigger Brands
18:24 Becoming a Creative Director
20:05 Q: What sets your studio apart from your competitors?
21:18 Being a Brand Matchmaker: I think of brands as personalities
23:31 TBS Smile Rebrand
31:52 The Brand Handoff – Taking the brand to the next level
32:44 Q: How many of you have your own retail brands?
33:40 Lessons from creating my own retail brand: Fruute
37:17 We closed the physical store, and created an online only retail store.
41:02 We noticed that gifting was a big market
42:16 Connecting with the right brand partnerships
44:20 Building the Commodity Fragrance brand.
47:48 The biggest pleasure that we have, is learning the nitty gritty of the business.
51:07 Getting eyes on the brand: The 1 Minute Model
54:25 We want to create brands that last and stay relevant.
55:25 Let’s Think Bigger. Don’t be afraid to fail.
56:11 Surround yourself with people who driven people who share your vision.
56:45 If you’re not good at something, find someone who is.
57:43 Q: How did you come across Pinkberry?
58:29 Q: What was the size of your proposal?
59:28 Q: Can you talk about the rebrand of the today show?
1:01:33 Q: When you started Fruute, how did you split your time between that and Ferroconcrete?
1:02:34 Q: What’s the difference between branding and design?
1:06:22 Q: How did you transition from a services model to a retail model?
1:07:36 Q: How did you turn down work?
1:08:19 Q: How do you bring strategy into the mix for a project?



Maker City LA



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Executive Producer– Chris Do
Speakerβ€” Yo Santosa
Cinematography– Andrew Truong, Archi Prudencio
Editor– Stewart Schuster
Annotations– Isaiah Nwukor
SEOβ€” Jacob Campbell
Typefaces: Futura, Din, Champion gothic
Futur theme songβ€” Adam Sanborne


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