YO SANTOSA

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FOUNDER | CREATIVE DIRECTOR

FOUNDER | EDITOR IN CHIEF

CO-FOUNDER | BOARD OF DIRECTOR

 

THREE EMMY AWARD NOMINATIONS, A RENOWN BRANDING AGENCY, TWO START-UPS, AND A PUBLICATION. BEHIND IT, YO SANTOSA: CREATIVE DIRECTOR, ENTREPRENEUR, AND DREAMER.

BORN IN INDONESIA, RAISED IN SINGAPORE, SHE EMIGRATED TO THE U.S. AT 17. AT 21, YO GRADUATED FROM ART CENTER COLLEGE OF DESIGN AND CREATED TITLE SEQUENCES FOR ZACK SNYDER’S 300 AND ABC’S DESPERATE HOUSEWIVES.

IN 2006, FROM HER LOFT SHE STARTED HER BRANDING AGENCY, FERROCONCRETE. YO BELIEVES, ”PEOPLE DON’T FALL IN LOVE WITH BUSINESSES, THEY FALL IN LOVE WITH PERSONALITIES”. WITH A UNIQUE PERSPECTIVE IN BRANDING, HER FIRST CLIENT PINKBERRY, GREW FROM 1 STORE TO A GLOBAL BRAND WITH OVER 200 STORES WORLDWIDE.

SHE ALSO CO-FOUNDED COMMODITY IN 2013, A FRAGRANCE COMPANY WITH A MISSION TO MAKE “FRAGRANCE PERSONAL.” FEATURED IN GQ, FAST CO., ESQUIRE AND W MAGAZINE, COMMODITY LAUNCHED IN SEPHORA MARCH 2015.

AS A DOWNTOWN LA EARLY ADOPTER, SHE IS AN ADVOCATE FOR THE FASTEST GROWING METROPOLIS IN THE U.S. IN 2014, YO CREATED LA DOWNTOWNER, A PRINT PUBLICATION THAT REVEALS AN INSIDER’S VIEW OF DOWNTOWN LA’S CULTURE, FOOD, DRINKS, FASHION AND THE PEOPLE WHO SHAPE IT.

IN 2018, HOW LISTED YO AT #9 ON THEIR 100 MOST TALENTED AND INFLUENTIAL CREATIVES WORKING TODAY.

WITH HER IPHONE AS HER BEST FRIEND AND STEVE JOBS AS HER HERO, SHE BELIEVES IT’S FATE THEY SHARE THE SAME BIRTHDAY. INSPIRED BY TIMELESS GERMAN DESIGN, MINIMALIST JAPANESE STYLE, DIETER RAMS, AND A GOOD CHICKEN WING, SHE CAN BE FOUND WANDERING DOWNTOWN LA (SHE KEEPS A 2 MILE RADIUS FROM HER APARTMENT). SAY HELLO.