Jessa was hired by Great Lakes Studios to lead the art direction and design for Destination Toledo's 2026–27 Official Toledo Guide. Her selection was based on her 15 years of industry experience and her proven track record of successful client collaboration. Destination Toledo is a member-based non-profit organization promoting the Toledo, Ohio area to visitors and to the meetings and conventions market at both regional and national levels. Great Lakes Studios is a Cleveland, Ohio–based media and publishing company.
26-27 Official Toledo Guide
Custom Publishing
Client
Great Lakes Studios In Partnership with Destination Toledo
Root & Folio Team
Jessa Hendershot
Art Director & Designer
Project Scope
Jessa led the complete design process for this guide bringing Destination Toledo's vision to life. She kicked off the project with collaborative client meetings with Great Lakes Studios' editor and account manager to understand their goals, then worked closely with GLS's editor throughout to keep content and design in sync.
The design process included art directing photoshoots and managing relationships with photographers and illustrators to capture Toledo's unique attractions. Jessa balanced the overall visual aesthetic with detailed page layouts, typography, and brand consistency across all spreads. Regular check-ins with Destination Toledo kept feedback flowing smoothly while staying on schedule. The result was a cohesive, visually engaging guide that showcases Toledo as an exciting destination for visitors and convention business.
Project Stats
Jessa spent 300 hours over seven months transforming Destination Toledo's guide from initial concept to print. The design of the 76-page publication incorporated new creative storytelling techniques that highlighted local destinations in fresh and engaging ways. She sourced over 150 images from local photographers to authentically showcase Toledo's attractions and experiences.
From the Client
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