Tag Archives: Ferroconcrete

HQ:LA Part 2 Yo Santosa – Creatives calling LA home

Alumna Yo Santosa at Ferroconcrete's downtown studio. Photo: Stella Kalinina

Alumna Yo Santosa at Ferroconcrete’s downtown studio. Photo: Stella Kalinina

For creative professionals, the allure of Los Angeles goes far beyond ‘You can’t beat the weather.’ In this series, ‘HQ:LA,’ we invite you to meet three thriving entrepreneurs who have made the City of Angels their headquarters. Today: Alumna Yo Santosa.

Continuing from our first stop, we head three miles west in the Entertainment District to find another clash of sounds playing out, this one driven by jackhammers and a rumbling cement mixer.

The noise makes it hard to hear Graphic Design alumna Yo Santosa (BFA 00), founder and creative director of design firm Ferroconcrete, whose rebranding projects include helping turn Pinkberry into an international presence, creating motion graphics for TBS, and redesigning the logo for The Today Show.

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Creative entrepreneurs go BOLD-ly forth, getting to the heart of the matter

Lynda Weinman of Lynda.com and Yo Santosa of Ferroconcrete at Art Center's BOLD Symposium.

Lynda Weinman of Lynda.com and Yo Santosa of Ferroconcrete at Art Center’s BOLD Symposium.

This past weekend, Art Center College of Design presented BOLD: The Art Center Symposium for Creative Entrepreneurs, a daylong symposium of presentations, lectures and workshops at the College’s Hillside Campus in Pasadena, focused on the future of creative entrepreneurship, design-driven startups and artist-run businesses and nonprofits.

The main takeaway? You gotta have heart.

More than 350 alumni and other guests heard inspiring stories of both triumph and failure—because for entrepreneurs, the two are never mutually exclusive. Fostering community and maintaining faith in one’s ideas are essential to survival. California’s improving economy is helping too, according to Kimberly Ritter-Martinez of the L.A. County Economic Development Corporation whose optimistic data reports kicked off the proceedings.

Among the 35 artists, designers, movers and shakers who presented: Lynda Weinman, co-founder of pioneering online education company Lynda.com; Colette Brooks, founder of Big Imagination Group; and Yo Santosa, founder of Ferroconcrete.

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