LA Development
AUDIENCE & CAMPAIGN
Creative Strategy · Editorial Design · Marketing
THE CHALLENGE:
The Westdale Pacific Offering Memorandum was a strategic departure from my typical design work. Instead of a 100+ unit institutional asset, this was a 25-unit building in West Los Angeles with a more focused investor audience.
The smaller scale of the opportunity called for a more curated approach. Rather than relying on extensive data or long-form narratives, the book needed to communicate value quickly and clearly while maintaining a modern, upscale feel.
THE APPROACH:
I worked closely with the managing director to develop a visual approach that felt refined, concise, and content-forward.
01) CURATED INFORMATION
At just under 50 pages, the book was significantly more condensed than the 100+ page offering memorandums I typically design. Each page was designed around the most relevant information and strongest selling points.
02) VISUAL RESTRAINT
Minimal layouts, modern typography, and a neutral palette created a more elevated visual language while keeping the property and photography at the center.
03) STRATEGIC CALLOUTS
Concise callouts highlighted the property's most compelling characteristics, including its proximity to UCLA, allowing key investment considerations to stand out without overwhelming the reader.
THE RESULT:
The final offering memorandum translated the scale of the asset into a more focused investor experience. By adjusting the amount of information, visual hierarchy, and overall design language, I created a presentation tailored to the property's audience rather than applying the same approach used for larger institutional offerings.
The project demonstrates my ability to adapt creative strategy based on asset scale, audience, and business objective, while maintaining a cohesive and elevated visual system.