Have an idea, create a business, launch a brand, and gain an international (and rabidly devoted) customer base in under five years. That kind of business fairytale rarely happens in real life, but it happened for Pinkberry. Overnight, it seemed, the frozen yogurt shop went from one small store, to a beloved, national chain, to an international institution. The designer behind that phenomenal brand success is Yolanda Santosa, owner of branding and design company Ferroconcrete. Santosa was brought on board when Pinkberry had a single shop in Los Angeles, and created the playful, charming visual presence that established it on a global stage. In this webcast, Santosa shares her experiences establishing the Pinkberry brand—and explains the key to making brands live: personality. "At the end of the day, people fall in love with personalities, not business," she says. Making those personalities lovable is the challenge that every designer working with a new brand (or refreshing an old one) must face. You'll learn: - How to play matchmaker between products and people;
- How to make an audience fall in love with a brand's personality;
- The best ways to capture an audience's imagination.
About the Presenter:
Yolanda Santosa is the owner of the branding studio Ferroconcrete. She managed the brand and marketing strategies for the wildly popular frozen yogurt chain Pinkberry. Santosa has worked as an instructor at Art Center College of Design, and her work has earned more than a dozen awards, including three Emmy nominations.
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