When KTLA found itself saddled with a logo and an advertising direction that no longer went to the essence of what they felt their station was all about, Robin Fisher Roffer arrived on the scene. Employing techniques from her trademark 8-step branding methodology, Robin dug deep to unearth the heart and soul of KTLA, collaborating to unveil the wildly successful “Where _LA Lives” campaign. In re-branding KTLA as the go-to authority on all things Los Angeles and giving the network a newer, fresher look, Robin helped breathe new life into the station and attract a younger, female audience.