Jessa was hired by Genesis LA (GLA) to lead the art direction and design for their 25-Year Impact Report. She was selected for her extensive experience in the magazine industry, which positioned her to deliver a polished, professional piece for GLA's stakeholders. 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-Year Impact Report
Custom Publishing
Client
Genesis LA
Root & Folio Team
Jessa Hendershot
Art Director & Designer
Project Scope
Jessa led the complete design process for this guide, bringing Genesis LA's vision to life. She kicked off the project with collaborative client meetings to understand their goals and establish a clear creative direction.
Jessa balanced the overall visual aesthetic with detailed page layouts, typography, and brand consistency across all spreads. 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 their work and impact over the past 25 years.
Project Stats
Jessa spent three months transforming Genesis LA's report from initial concept to print. The project involved several proposed cover mockups, two different creative directions, 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 Genesis LA's impact in fresh and engaging ways — proving that thoughtful design drives engagement.
From the Client
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