DEANNE MOENSTER POITRAS
BRAND DIRECTOR . ART DIRECTOR . CREATIVE DIRECTOR . PROJECT MANAGER . DESIGNER
KTLA 5 Network Brand Renewal & Identity Overhaul
The Strategic Challenge: Overhauling the visual identity of a legacy metropolitan station to capture a modern, fast-paced media landscape without alienating a multi-generational audience.
The Creative Solution: Conducted a comprehensive brand audit and leaned into public nostalgia by reviving and modernizing the iconic 1981 geometric "5" logo, transforming it into a flattened, high-definition vector asset. Engineered a sophisticated color theory system and integrated high-legibility typography optimized for high-speed, dynamic breaking news delivery.
The Technological Execution: Authored complete motion graphics guidelines and led the end-to-end technical implementation to convert all design elements into the pioneering VIZRT platform, establishing a scalable broadcast infrastructure that was subsequently syndicated and resold to Tribune's Seattle station and then the other major media markets.
"Giants Makin' a Splash" Live Broadcast Package
Giants (Live Stadium Broadcast)
The Concept
To break away from standard sports loops, the creative strategy leaned into local fan culture. Inspired by Oracle Park’s right-field wall and McCovey Cove "splash hits," I conceptualized the title, custom typography, and identity elements to inject an energetic, distinctly "Bay Area" narrative into a flagship live stadium show.
The Production
I directed the end-to-end execution of the on-air package, including show opens, promos, and lower thirds. To achieve the flagship visual effects, I engineered a practical-effects setup in-studio using a massive fish tank. By rigging the camera upside down, I captured a physical ball and glove breaking the water’s surface, creating an organic anti-gravity effect with the title tracked onto the ball. Real game footage was then projected through the tank to capture natural, fluid distortions completely in-camera.
The Impact
The package redefined the visual energy of the network’s live Giants coverage, driving record regional viewer engagement. By blending analog studio resourcefulness with live multi-cam execution, the identity seamlessly bridged stadium fan culture with high-stakes sports programming.
Highlight Reel
A selection of my work: new looks, sports opens, image spots, commercials, and branding campaigns that I have led and shaped throughout my career as an Art Director Creative Director, Branding Director, Project Manager and hands-on Designer.
From conceptual strategy to final execution, these projects showcase my commitment to visual storytelling, brand elevation, and driving audience engagement.
KTLA 5 Network Brand Renewal & Identity Overhaul
The Strategic Challenge: Overhauling the visual identity of a legacy metropolitan station to capture a modern, fast-paced media landscape without alienating a multi-generational audience.
The Creative Solution: Conducted a comprehensive brand audit and leaned into public nostalgia by reviving and modernizing the iconic 1981 geometric "5" logo, transforming it into a flattened, high-definition vector asset. Engineered a sophisticated color theory system and integrated high-legibility typography optimized for high-speed, dynamic breaking news delivery.
The Technological Execution: Authored complete motion graphics guidelines and led the end-to-end technical implementation to convert all design elements into the pioneering VIZRT platform, establishing a scalable broadcast infrastructure that was subsequently syndicated and resold to Tribune's Seattle station and then the other major media markets.
"Giants Makin' a Splash" Live Broadcast Package
Giants (Live Stadium Broadcast)
The Concept
To break away from standard sports loops, the creative strategy leaned into local fan culture. Inspired by Oracle Park’s right-field wall and McCovey Cove "splash hits," I conceptualized the title, custom typography, and identity elements to inject an energetic, distinctly "Bay Area" narrative into a flagship live stadium show.
The Production
I directed the end-to-end execution of the on-air package, including show opens, promos, and lower thirds. To achieve the flagship visual effects, I engineered a practical-effects setup in-studio using a massive fish tank. By rigging the camera upside down, I captured a physical ball and glove breaking the water’s surface, creating an organic anti-gravity effect with the title tracked onto the ball. Real game footage was then projected through the tank to capture natural, fluid distortions completely in-camera.
The Impact
The package redefined the visual energy of the network’s live Giants coverage, driving record regional viewer engagement. By blending analog studio resourcefulness with live multi-cam execution, the identity seamlessly bridged stadium fan culture with high-stakes sports programming.
"Battle of the Bay" Promotional Campaign
Client & Sponsor: KTVU Fox 2 / Toyota
The Concept
To capture the fierce regional rivalry of the annual 49ers vs. Raiders matchup, the creative strategy leaned entirely into tactile nostalgia. Drawing inspiration from a classic tabletop game, I hand-customized retro "Rock 'Em
Sock 'Em Robots" to match each team's uniform, building an immediate, playful, and culturally resonant visual narrative that detached from standard, repetitive sports graphics.
The Production
This project served as a masterclass in in-house resourcefulness and cross-functional alignment. Working closely with KTVU’s studio teams: I united the set department, lighting directors, sales, a promotion videographer, engineering, and motion designers to build a custom, miniature fighting ring in-studio. Using experimental atmospheric lighting, hand-held textures and robots, and intricate grid systems, the team achieved an elite production value completely in-camera. These stylized physical sequences were then interspersed with high-energy, real football game footage.
The Impact
The campaign created immense internal momentum, generating massive organizational buy-in across creative, production, and corporate sales divisions during filming. The final spot was an immediate commercial and critical success—capturing high regional audience engagement, pleasing network executives, and delivering maximum brand lift and ROI for the primary corporate underwriter, Toyota.