Jessa was hired by Genesis LA (GLA) to lead the art direction and design for their 2025 Annual 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.
Genesis LA 2025 Annual 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 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 year.
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, 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 Genesis LA's impact in fresh and engaging ways — proving that thoughtful design drives engagement.
From the Client
Jessa is both an experienced designer and reliable collaborator who has produced several reports for Genesis LA, helping us modernize and refine our design aesthetic. She is a steady and clear communicator, flexible with deadlines and quick turnarounds, and has seamlessly adapted her skills to fit each new project. We highly recommend! –Genesis LA Team
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