2014
Lynda.com
Yolanda Santosa
24m 4s
English

Yo Santosa took a big leap when she decided to quit her job as a motion graphics artist. But her fledgling design agency, Ferroconcrete, has gone on to create award-winning branding campaigns for companies like Pinkberry, TNT, and TBS. As Yo explains it, there are parallels. Branding, like film, is about storytelling. But instead of telling a story over a few minutes or hours, a brand's story is told over a period of months, years, or even decades.
In this Creative Spark, Yo explains how her team maps the personality of a brand, creates messaging and imagery that support it, and helps clients earn the love and loyalty of their customers. See how this played out for Pinkberry, which under Ferroconcrete's guidance evolved from a single storefront to a nationally recognized name. Yo's team also introduces its fragrance line, Commodity, a project they started to gain firsthand experience building a product alongside the brand. Plus, get a glimpse of the uniquely collaborative design team hard at work in their downtown LA offices.

The Creative Spark 8m 30s
Preview 1m 6s
Yo Santosa, Branding Expert 7m 24s
Extended Features 15m 34s
Studio tour 3m 27s
In depth: Pinkberry case study 5m 45s
In depth: Commodity case study6m 22s

www.lynda.com/Design-Documentaries-tutorials/Yo-Santosa-Branding-Expert/125753-2.html

Download File Size:425.52 MB

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