Yo Santosa launched her career designing main title sequences for yU+co, where she led notable projects such as Desperate Housewives, An Inconvenient Truth and Zack Snyder's 300. Despite her passion for motion graphics, Yo couldn't seem to shake her fascination with branding. In 2006 Santosa founded her own branding studio, Ferroconcrete, in Los Angeles. Her work has received worldwide recognition; she has been featured in several prestigious national and international publications and has earned over a dozen awards, including 3 consecutive Emmy nominations. Santosa joined the ADC Young Guns roster last year, claiming her place alongside 49 others in the ADC Young Guns 6 winning class. We caught up with Santosa about her studio and working process, the branding of Pinkberry, and pop rocks regrets. P.S. - don't let those birthdays fly by like she did - enter ADC Young Guns 7 while you can!

Santosa: I was born in Indonesia and grew up in Singapore. In high school, I didn't excel at any subject except for art; I had Best in Art Awards from pre-school all the way through high school. I had no other choice, really. My future was written in stone.

Santosa: When I started with Pinkberry in 2006, they had 1 store. The founders were very open to ideas. Since it was also my first time working in branding after doing main titles for 6 years, the Pinkberry brand became a playground for experimentation. At first I was concerned that without any experience in branding I'd have to start my process from ground zero. But I realized that just the opposite was true. My six years designing main titles was the perfect preparation for branding. Just like a movie, a brand also has character, personality and emotion; it allures...and entertains, it tells its story visually, emotionally and epically. Pinkberry grew from 1 store to 70 right before my eyes. The whole process was like a branding boot camp.

Santosa: Not really. For me, it was more of a cultural barrier. I didn't know then that "cool people" needed to watch Knight Rider in their hypercolor t-shirts while munching on pop rocks.

Santosa: I start every project with an idea drafted in Mac Mail. I love brainstorming on Mac Mail, specifically set in Verdana, 9 pt, regular + bold. And I use purple-ish-blue for important sentences, and red-ish-magenta for the severely important sentences.

Santosa: I had a blast at yU+co and I learned so much working on main titles like Desperate Housewives and 300, but even then I couldn't stop thinking about branding. It fascinates me that certain brands have earned my undying love. So when Pinkberry came along, I saw it as a perfect opportunity to take the leap to not only start my own firm, but also let me explore the loyalty I have to the brands that surround me.

I have always loved concrete and the color grey, and came across the word Ferroconcrete when I was doing research in school. Ever since, I've always loved that word. And the letters F-e-r-r-o-c-o-n-c-r-e-t-e look perfect next to each another. I figured despite my short-term memory loss, if I could still remember that word from 1999, it must be pretty memorable. The word Ferroconcrete refers to concrete that has been reinforced with steel beams, which enables the production of bridges and skyscrapers. Brands too, need a strong foundation to grow.

Santosa: I remember hearing about ADC Young Guns when I was at Art Center College of Design in Pasadena. For years I had wanted to enter the competition, but somehow kept missing the deadlines. Finally last year, an almost old gun, I entered. Am I the oldest person to win an ADC Young Guns award?

Santosa: Unfortunately I had to put teaching on hold since starting Ferroconcrete. But my teaching/learning philosophy has always been - a good designer doesn't see platform limitations across print, web, motion or other media. A good designer sees infinite possibilities, and creatively incorporates design into everything, literally. I believe this is vital to remember as traditional branding continues to shift and evolve. The root of successful branding is good communication and good ideas - and good ideas have no boundaries.

Santosa: Depends on the day you ask me this question, my answer can be small or massive. Yes! My challenges have been budgeting and estimating...do you remember all the math you learned in high school? Me neither.

Santosa: I'm drinking peach iced tea, in my grey bathrobe. What's today? Thursday? ...30 Rock!

Places you have been:
- to a mini rainforest in the middle of Singapore
- furthest from the equator when I went to Canada
- Tokyo Food Show in Shibuya


Places you want to go:
- 2001 Space Odyssey
- to eat Chinese food sold from The 5th Element's flying boat
- back to bed

Foods to order while working late:
- default Thai
- Hoagies and Wings
- King Taco run

Gadgets/items to bring on a plane ride::
- iPhone
- Laptop
- Baby Powder

Pinkberry toppings:
- blueberries +
- another dose of blueberries +
- mochi

Websites to wander about on:
- underconsideration.com/brandnew
- la.eater.com
- lagarconne.com

A New York-based graphic designer, a recent Pratt Institute graduate, and an illustrator from Salamanca, Spain are featured in our second spotlight.

ADC Members: take advantage of posting your portfolio on adcglobal.org. Start now by logging in.

Since 1971, the ADC Hall of Fame has recognized and honored those innovators who have made significant contributions to art direction and visual communications, and whose lifetime achievements represent the highest standards of creative excellence. View the archive of all the laureates here.

This month's question: Which ADC Hall of Fame laureate is most inspirational to you?

Kay Wakabayashi Professional Member Graphic Designer New York, New York "Eiko Ishioka's airy, gracious, yet ever so powerful layouts had always mesmerized me long before I got into designing. I was clipping many of her ad & magazine pages without knowing who they were by. Her use of space, minimal color over b&w, subdued color tones...definitely a total inspiration!" See Kay's portfolio here.

Brittany Dolence Student Member Recent Pratt Institute Graduate Brooklyn, New York "Of all the ADC laureates, Alvin Lustig has had the most profound influence on my view of design. Having been first introduced to his work while employed at a letterpress company, I was truly inspired by his intellectual approach to design solutions and his achieved conceptual aesthetic." See Brittany's portfolio here.

Jericó Santander International Member Illustrator Salamanca, Spain "Bruce McCall. I absolutely love his concepts and techniques. A few years back, at my art school, I found one of his books "The last Dream-O-Rama" with some of the most unique and nostalgic illustrations I could have dreamed of. Since then McCall has become an important reference to me." See Jericó's portfolio here.

To kick off the ADC Young Guns 7 Call for Entries, ADC invites you to:

SCORE!
ADC Young Guns 7 Call for Entries Launch Party and Ping Pong Tournament
Thursday, March 19, 2009
7-10 pm
@ ADC Gallery
106 West 29th Street, NYC

Beer. Food. Ping Pong.
Register in teams of 1 or 2 to participate in the tournament - no ping pong experience required. Singles and doubles teams will play against each other. Games will be refereed and limited to 12 minutes, except for the final, which will be played as an 11-point game. The winning team scores cash + copies of Adobe Creative Suite 4!






Tournament registration, 1-player: $20
Tournament registration, 2-player team: $30
$5 from each team registration goes to the cash prize for the winning team.

Tournament registrations are now CLOSED; we've reached our cap. But no worries - it's still a party! Regular event tickets are still available. Come for a bite, drinks and good company. One lucky attendee will win a one-night stay at Ace Hotel's New York location, due to open April 1st!

Regular event ticket: $12 / Free for ADC Members
Open game tables will be available to non-tournament players.

RSVP/Buy Tickets here.

ADC Young Guns is a global, cross-disciplinary competition that identifies today's vanguard of young creative professionals. The ADC Young Guns 7 entry site goes live on the evening of SCORE! Enter your portfolio. Get recognized: www.adcyoungguns.org/enter/

After 5 juries have selected this year's cubes, judging is coming to a close this week. Cube winners to be revealed at 88th ADC Annual Awards Gala on April 30, 2009. Save the date!

ADC's 87th Annual Awards and ADC Young Guns 6 Traveling Exhibitions will be making a number of stops in the upcoming months. Next up:

The One Academy, Selangor, Malaysia
Monday, March 16 - Friday, April 10, 2009
For more information on The One Academy go here.

Connect with the community, replenish your paper samples and update your printing knowledge at the ADC Paper Expo - an evening that includes food, drinks and friends.

Wednesday, April 15, 2009
5:30-8:30 pm
@ ADC Gallery
106 West 29th Street, NYC

ADC Members: Free
APC, SPD, TDC Members: $5.00
Non-Members: $10.00

For Professionals Only - Students are invited to pick up samples on Thursday, April 16th, 11:00 am-3:00 pm

Participating Companies: Aldine Inc., Appleton Coated, Artscroll, b squared, CMYK Printing, Cosmos Communications, Crane & Co., CuriousCollection, Domtar, EarthThebault, Enterprise Press, Finch Paper, Gmund Paper, Gruppo Cordenons, Mohawk Fine Paper, Monadnock Paper, Neenah Paper, New Page, PolyArt, Precise Continental, Polyart, Reich Paper, Sappi, Scheufelen, Taylor Box Company, Wausau, Yes Press and Yupo.

Artwork by ADC Young Guns 6 winner Alex Kirzhner.

RSVP online by going here.

Exhibition: Monday, April 20 - Friday, April 24
Reception: Tuesday, April 21 5:30-7:30pm (by invitation only)

@ ADC Gallery
106 West 29th Street, NYC

Curators: Neville Lewis, ASID, FIIDA and Anthony Lee
Department Chair: Jane Smith

A celebratory exhibit of the SVA Interior Design senior thesis work. For a list of the complete lineup of the 2009 Thesis Exhibitions go here.

Where am I? What can I do here? Where can I go from here? How do I get out of here? Consciously or not, we ask such questions every day as we navigate the places and spaces of our lives. Whether we find ourselves in a museum, hospital, airport, mall, or street in an unfamiliar city, we depend on systems of visual, audible, and tactile cues not only to lead the way, but also to keep us safe. They are the fundamental questions of wayfinding - a process that encompasses both the experience of choosing a path within a built environment and the set of design elements that aid in such a decision.

A decade ago, the professional practice of wayfinding design simply involved devising sign systems. Today, the field is much broader and continues to expand to address technological developments - kinetic media, GPS systems, web connectivity, smart materials - as well as cultural changes in areas such as branding and environmental awareness. Similarly, a cross-disciplinary familiarity with graphic, architectural, landscape, interior, industrial, and information design has become an essential requirement of twenty-first-century wayfinding design.

The Wayfinding Handbook is an exciting new volume in the acclaimed Design Briefs series published by Princeton Architectural Press. Two Twelve principal and professional wayfinding designer David Gibson draws on more than thirty years of experience collaborating with architects, planners, developers, managers, and civic leaders to offer an insider's view of this rapidly evolving discipline. Using real-life examples of his own work and others', Gibson illustrates the way type, color, mapmaking, dimensional forms, material selection, and new media are used to create effective wayfinding systems.

This book is a complete guide to the discipline, from planning and design to practical considerations, such as setting up teams and managing projects. "Other Voices" sidebars, presented throughout the book, reveal the opinions of experts who plan, manage, and shape wayfinding projects. A comprehensive bibliography and gallery of resources round out what is likely to become the go-to resource for students, professionals, or anyone charged with designing people-friendly, universally accessible environments. Go here to purchase now through Amazon.

Open to talented sophomores and juniors enrolled in accredited art schools and colleges around the country, ADC's scholarship program embodies the club's mission to recognize excellence and innovation in visual communications, to bring together creative leaders across the boundaries of their disciplines, and to encourage young people entering the field.

The 2009 ADC National Scholarships application procedure will now be conducted online. The application process utilizes a system already in place on adcglobal.org, the online portfolio system. The new procedure will allow applicants to upload their five work samples, their resume and personal statement online. ADC is also happy to report that the program has grown from six scholarships to eight.

View the ADC National Scholarship application.

Apply today, and spread the word about the program!

In other Education news, ADC is gearing up for the Henry Wolf Summer Photography program, which will take place at ADC Gallery from July 13th-18th. ADC needs volunteers to help set up for the workshop and contribute to critiques. Volunteers can contribute on any day either in the morning from 9:00am - 12:00pm or in the afternoon from 1:00pm-4:00pm. ADC is also looking for talented and outgoing photographers to propose and lead workshops throughout the week-long program.

If you are interested in either volunteer position, please email Isabel Johnson at isabel@adcglobal.org.

ADC Young Guns is a global, cross-disciplinary competition that identifies today's vanguard of young creative professionals. Enter your portfolio. Get recognized.

Early bird deadline: April 15, 2009, 11:59 PM EST. (save $25 on entry fee!)
Regular deadline: May 13, 2009, 11:59 PM EST.

For information on who can enter, what to submit, and what you can win, start here: www.adcyoungguns.org/enter

ENTER EARLY, WIN REWARDS.
The ADC Young Guns 7 entry site opens March 19, 2009 at 7 PM EST.

The first 70 people to enter win a free ADC Young Guns 6 annual.

Lucky entrant #7 will get his or her entry fee reimbursed by ADC.

Even luckier entrant #77 will receive an Ace Hotel gift certificate, valid for a 2-night stay at any of their four US locations (New York, Palm Springs, Portland and Seattle). Dubbed "the country's most original new hotel" by The New York Times, Ace Hotel's vintage-mod aesthetic caters to the urban nomad on a mission for experience.

Adobe is delighted to offer ADC members special pricing on Adobe software. Order before May 31, 2009, and save 20% on all Adobe products in the North American online Adobe Store. ADC Members, login to your account to take advantage now.

From 1962 to 1972, George Lois changed the face of magazine design with his ninety-two covers for Esquire magazine. He stripped the cover down to a graphically concise yet conceptually potent image that ventured beyond the mere illustration of a feature article. Lois exploited the communicative power of the mass-circulated front page to stimulate and provoke the public into debate, pressing Americans to confront controversial issues like racism, feminism, and the Vietnam War. Viewed as a collection, the covers serve as a visual timeline and a window onto the turbulent events of the 1960s. Initially received as jarring and prescient statements of their time, the covers have since become essential to the iconography of American culture.

Catch this exhibit during its final month.

George Lois: The Esquire Covers
The Philip Johnson Architecture and Design Galleries, third floor
Last day of exhibit: Monday, March 30, 2009
The Museum of Modern Art

The Everything is Yellow Webinar Series is for visual creative professionals. It is designed to advance their careers to the next level. They have brought together top editors, art buyers, and top consultants to share tips and best practices with photographers, illustrators and more. A webinar series is taking place next week, March 16th-20th. ADC members can register for any of Everything is Yellow's classes for free. Go here for information about the classes Take advantage of this exclusive offer and go here to register for the live webinars you can attend. Simply check all boxes, press register and fill in the requested information. Everything is Yellow strongly encourages participants to submit any specific questions for the speakers in advance. Email your questions to questions@everythingisyellow.com and place the name of your webinar(s) in the subject line. ADC members may submit any inquiries to clientservice@everythingisyellow.com.

Designophy is an online publication that contributes to the development of design profession by providing genuine design knowledge. Designophy covers contemporary design and technology news, latest competitions and design events, interviews, articles and topics related to all design professions.

Since its establishment in 2001, Designophy has been serving to audience ranging from students to professionals. It aims to produce and share design knowledge which is meant to be kept in archives. Designophy welcomes everyone who enjoys having a fresh look at contemporary design and wants to get updated with latest design news, as well as those who are looking for valuable and unique design knowledge. Take a peak here.

Emerging new media and ongoing economic pressures are redrawing the contours of the design industry. Successful designers are pushing the limits both in print and online. Meanwhile, tightening budgets are shaking up the job landscape for freelancers and full-timers. Mediabistro/UnBeige's New Frontiers of Graphic Design will be held at Tribeca Cinemas on Thursday, March 26, 2009.

The speakers on this panel include Heidi Dangelmaier (founder of 3lying), Doug Jaeger (thehappycorp founder/CEO and President of ADC) Chris Rubino (art director at Studio 18Hundred and YG5) and Felix Sockwell (found of felix sockwell inc). UnBeige's Stephanie Murg will be moderating. This panel of top branding, identity, and illustration experts will be speaking frankly about the opportunities and anxieties driving design today. For more information go here.

This two-day conference brings together the best and brightest designers and all sorts of experimental, innovative thinkers for the purpose of providing an enriching, exceptional and accessible multi-level experience that includes: presentations, exhibit, workshops, networking, and various and sundry goodies.

The roster of presentations and breakout sessions includes national and internationally recognized professionals in the field of design: advertising, branding, interior design, marketing, packaging, corporate communications, pharmaceutical, publishing, industrial design, typography, and areas of experimental creative thinking. Twenty-five speakers in all including: Connie Birdsall, Lippincott; Michael Lebowitz, Big Spaceship; Drew Neisser, Renegade; Joe Stewart, HUGE; Charlie Nix, Scott and Nix; Benita Raphan (past ADC Young Guns winner), and more...

Thinking Creatively will take place on April 3rd and 4th, 2009 at Kean University in Union, New Jersey and is co-sponsored by Kean University as an event of the Design Center at Kean University, and the Art Directors Club of New Jersey. Both the ADCNJ and the Design Center at Kean University are non-profit organizations. Go here for details.

ADC members are invited to join HOW magazine in Austin, Texas, June 24-27th for the 2009 HOW Design Conference. You'll get four days packed with software instruction, creativity boosters and tips for growing your career in any economy, plus a wealth of innovative ideas and great design work. You can even save $140 on your registration!

As a member of ADC, you can register at their Organization Rate, just $995 for your single full-conference registration when you register by the April 1st Early-Bird deadline ($1075 after April 1st). That's a savings of up to $140 off the regular rate.* Just enter Coupon Code ADC9 when you register online to apply your discount.

Here's the scoop on this year's event:

Sessions: There are more than 60 sessions, focusing on everything from information design and collaborating with clients to making a living as a socially conscious designer and getting what you want at work.

Speakers: The HOW Conference has pulled speakers from Adobe, Whole Foods, Cartoon Network, Pentagram and more to make sure you get the best information and most innovative ideas.

Workshops: Choose from 8 in-depth workshops ranging from design business bootcamp to group brainstorming to workshops on Flash, Photoshop, InDesign and more.

Travel Discounts: Austin is an amazing city with a wonderful sense of history (and oodles of creativity) - and to help you get there, HOW has arranged discounts on airfare, rental cars and rooms at seven hotels near the Austin Convention Center.

For complete session descriptions, speaker info, and the quick and easy registration form, visit howconference.com.

*Organization rate may not be used in combination with any other discount offers, including student rates, combo rates and past attendee coupons.

The Roscoe Group is hosting a launch party and exhibition at D Gallery at the DESIRON showroom on 151 Wooster Street in New York City. The Roscoe Group represents Esther Havens, Kelsey Foster, and Eric Ryan Anderson - commercial and editorial photographers who have distinct individual styles as well as established influences on today's youth and social cultures spanning from the fashion and music industries to social awareness campaigns. The party is on March 26th, 7-9pm. For more information go here.

To RSVP e-mail rsvp@desiron.com.

The Wild Project is pleased to present He looked at her, She looked at it, It looked back, an installation of works on paper by Leif Parsons. Parsons, a member of the ADC Young Guns 5 class, follows a simple set of rules when drawing: "If one is interested, concentrated, and unafraid then it is hard to make a bad mark. If I falter in any one of these things then I stop drawing." It is this whimsy and spontaneity of arrangements that gives the work a sense of associative narrative.

Parsons' free-form work and flattened perspectives, represents his fascination with drawing and sculpture. Inspired by Philip Guston and Saul Steinberg, the fragmented figures and forms in Parsons' work collide with one another accessing moments of clarity and spontaneity. Parsons has exhibited throughout the United States and in Canada. His artwork and illustrations have been included in The New York Times, The New York Times Magazine, Newsweek, New Yorker, Graphis, and Harpers Magazine, among others.

The Wild Project, a new environmentally conscious venue for contemporary theater, film, and visual arts, is dedicated to supporting the arts by offering space and resources to emerging artists. The first gallery and theatre space in New York City to have a green roof with numerous varieties of plant species, wild project's programming intends to cultivate a supportive artistic network, explore innovative and thoughtful approaches to art making and by doing so enrich the local community.

Last day of exhibit: Saturday, March 21, 2009
The Wild Project
195 East 3rd Street, NYC

Corporate Members
TBWAChiatDay, Inc.

Individual Members
Jeffrey Aikens: NY, NY
Richard Bates: NY, NY
Nickey Berens: Pleasanton, CA
Clayton Callihan: Ashburn, VA
Alberto Capolino: NY, NY
Akiko Darcey: Germantown, MD
Kelly DeChiaro: Rockville Centre, NY
Michael Donovan: NY, NY
Dominika Durtan: Boca Raton, FL
Sergio Fermin: Montclair, NJ
Diego Gomez: North Brunswick, NJ
Per Gustafson: London, Sweden
Jungseon Ha: NY, NY
Marshall Haber: NY, NY
Nikolaus Hafermaas: Pasadena, CA
Nuhad Haffar: Ontario, Canada
Nicole Hanusek: San Francisco, CA
Keith Hart: NY, NY
John Hegarty: London, United Kingdom
Carla Hendra: NY, NY
Brent Huffman: Atlanta, GA
Anabella Illarramendi: NY, NY
Kaori Ito: Marietta, GA
Jeff Johnson: Minneapolis, MN
Robyn Jordan: NY, NY
Lauren Kangas Matsumoto: NY, NY
Young In Kim: Tacoma, WA
Lauren Kosteski: Richmond, VA
Oliver Krippahl: Hamburg, Germany
Ji Soo Lee: NY, NY
Seo Yeon Lee: Tenafly, NJ
Jennifer L'Insalata: Astoria, NY
Robert Lobe: Long Island City, NY
Emile Molin: NY, NY
Jayme Murray: NY, NY
Norikazu Nakamura: Tokyo, Japan
Wakako Oishi: KanagawaĆ, Japan
Arlene O'Reilly: Nantucket, MA
Ben Pagel: Brooklyn, NY
Su Jung Park: NY, NY
Hyomoon Park: NY, NY
Harry Pearce: London, United Kingdom
Alex Place: NY, NY
Klinti Polo: Drexel Hill, PA
Klajdi Robo: Astoria, NY
Alejandro Rodriguez: Los Angeles, CA
Paul Sahre: NY, NY
Kira Sea: NY, NY
Rodanthi Senduka: Athens, Greece
Gary Shillet: Forest Hills Garden, NY
Dong Hwi Shim: Brooklyn, NY
Nigel Sielegar: Elmhurst, NY
Jennifer Skidgel: Chicago, IL
James Slomski: NY, NY
Cristela Tschumy: Evansdale, IA
Denise Velez: Lake Grove, NY
James Victore: NY, NY
Dan Walker: Ferndale, MI
Jennifer Weiser: NY, NY
Jan Wilker: NY, NY
Paul Woolmington: NY, NY
Eunjung Yoo: NY, NY
Yuval Ziegler: Givatayim, Israel

ADC regretfully notes the passing of the artist Jan B. Balet, who died on January 31. Born in Bremen, Germany in 1913 Balet attended schools of arts and crafts in Munich and Berlin and spent several years at the Academy of Fine Arts in Munich. After traveling throughout Europe he left Germany in 1938 in protest to the Hitler regime and immigrated to New York City as a freelance artist. While living in NYC he was the art director for Mademoiselle and Seventeen. He was also well-known for his illustrations in various magazines, including Vogue, Good Housekeeping, and House and Garden. He did work for Macy's, Saks Fifth Avenue and many other shops. Balet received many awards for his children's books and graphic arts exhibits. His ads for Lees Carpets won an Award for Distinctive Merit from ADC. He is survived by his son, Peter Balet and wife, Marie, of Ballston Spa, NY.

ADC members - this is your place to share. The newsletter is published monthly. The deadline for submissions for the April newsletter is March 27. Send news or inquiries to regan@adcglobal.org with the subject line Newsletter.

The ADC Gallery can accommodate up to 430 guests and is handicap accessible.

Location: 106 West 29th Street
(Just West of 6th Avenue)
Closest subway stops are 1/9 or R/W to 28th St.

To view event photos visit ADC's online photo albums.

For more information click here.
For further questions or to make an appointment, please contact Olga Grisaitis at olga@adcglobal.org.

The Art Directors Club is the premier organization for integrated media and the first international creative collective of its kind. Founded in New York in 1920, ADC is a not-for-profit membership organization whose mission is to Connect, Provoke and Elevate world changing ideas. It focuses on the highest standards of excellence and integrity in visual communications for the industry, and encourages students and young professionals entering the field. ADC provides a forum for creatives in Advertising, Design, Interactive Media and Communications to explore the direction of these rapidly converging industries.

Not Yet A Member? Join Now.
The Art Directors Club 106 West 29th Street New York, NY 10001 212.643.1440 www.adcglobal.org