Jessa was hired by Genesis LA (GLA) to lead the art direction and design for the Los Angeles County Commercial Acquisition Fund custom print piece. She was selected for her extensive experience in the magazine industry, which positioned her to deliver a polished, professional piece. Genesis LA is a certified Community Development Financial Institution (CDFI) and Community Development Entity (CDE) that provides financial solutions—including loans, investments, and technical assistance—to support non-profits, affordable housing, and economic development in underserved communities.
25 LACAF Report
Custom Publishing
Client
Genesis LA
Root & Folio Team
Jessa Hendershot
Art Director & Designer
Alicia MacDonald
Copy Editor
Project Scope
Jessa led the complete design process for this guide, bringing Genesis LA's vision to life.
Jessa balanced the overall visual aesthetic with detailed page layouts, typography, and brand consistency that aligned with the branding created by the Department of Economic Opportunity. Regular check-ins with Genesis LA kept feedback flowing smoothly while ensuring the project stayed on schedule. The result was a cohesive, visually engaging guide that showcases the impact over the past year.
Project Stats
Jessa spent three months transforming the initial concept to print. The project involved several proposed cover mockups, two different creative directions, sourcing the cover photo, color correcting supplied photography, map editing and several rounds of proofing to ensure a polished final result. The complete redesign of the publication incorporated new creative storytelling techniques that highlighted the impact in fresh and engaging ways — proving that thoughtful design drives engagement.
From the Client
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