The Westdale Pacific Offering Memorandum was a strategic departure from my typical design work—shifting from large-scale, 100+ unit trophy assets to a more intimate, 25-unit building located in West Los Angeles. This project, created for Walker & Dunlop’s LA team, required a refined design approach to meet the preferences of a different investor audience, one that seeks direct, high-value insights over extensive data or visual flair.

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Because the asset is smaller, the investor pool is different—often private buyers or smaller groups—so the design needed to be streamlined and content-forward, prioritizing clarity over complexity. The book came in at just under 50 pages, compared to the typical 100+ page books I design, and it was essential that every page deliver intentional, curated information that supported the value of the offering.

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I worked closely with the managing director, who wanted the design to reflect the modern, clean, and upscale feel.

 

I emphasized:

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• Minimalist layouts with a clean hierarchy and whitespace.

• Modern typography and a neutral palette that allowed the imagery and key takeaways to shine.

• Strategic use of concise callouts to highlight the building’s proximity to UCLA, a major selling point for potential buyers.

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This Offering Memorandum required me to rethink my design strategy to match the scale of the asset and the expectations of a more nimble, value-focused investor group. Instead of long, detailed narratives, I focused on simplified layouts, and carefully chosen visuals to deliver the strongest impact in a smaller, more curated format.

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Outcome:
The final product was a sleek, digestible book that balanced luxury and clarity, helping to position the asset as a prime, accessible investment opportunity. It not only served the needs of the managing director and client, but also showed my ability to adapt my design process to accommodate varying project sizes, investor audiences, and content demands—without sacrificing visual cohesion or professionalism.