This Offering Memorandum was created for Walker & Dunlop’s Los Angeles team to present a highly valuable development opportunity—a significant land parcel in Reseda, California, owned by LA Jewish Health. While land deals tend to lack the visual glamour of built assets, the design goal was to elevate the perceived value of the site and frame it as a rare opportunity in a prime infill location.

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This project required a balance between adhering to Walker & Dunlop’s national branding standards while also reflecting the unique preferences of the managing director leading the deal. His creative vision called for:

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1. A sleek, elevated aesthetic grounded in professionalism and clarity.

2. Heavy use of Brandon Grotesque for strong, clean typographic presence. Minimal reliance on decorative fonts like Bauer Bodoni, in favor of a streamlined and modern tone.

3. Strategic use of color and visual hierarchy to guide readers clearly through each section of the book.

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Although the asset itself—a land deal—presented fewer visuals than a traditional multifamily or office offering, I focused on layout, spacing, and type treatment to make the book visually engaging without overwhelming the core information. Emphasis was placed on digestibility, spatial balance, and clear segmentation of data to appeal to potential investors and developers evaluating the lot’s potential.

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This project also aimed to feel fresh within the Walker & Dunlop design system, so I introduced subtle customizations to the branded templates—adjusting layouts, incorporating more breathing room, and tailoring infographics—to ensure the book stood out from others in the managing director’s portfolio while remaining on-brand.

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Outcome:
The OM was sent to a curated group of investors and developers, showcasing the opportunity in a way that amplified its value and positioned the land as an investment-worthy asset. The clean, curated, and elevated design helped differentiate the offering, reinforcing the managing director’s high standards while supporting the firm’s broader branding initiatives.

 

This project reflects how even the most understated assets can be elevated through intentional design—by crafting clarity, telling a strategic visual story, and customizing a branded system to better support the client’s goals.