2017 ICA Impact Report

ROLE
Design Director
Producer
Creative / Art Direction

DELIVERABLES
Web Design
Print Design
Campaign / Marketing Strategy
Social Media Strategy

CONTRIBUTION
Brand Strategy
Identity Design
Print Design
Web Design/Development

PERSONNEL
Valerie Shagday - Designer / Web Design
Tailored Heritage - Photography

DURATION
2 Years

AWARDS
Graphis Gold Design Annual 2020
Print Regional 2018

ICA Fund Good Jobs is an Oakland-based nonprofit dedicated to building equitable communities by investing in small, high-growth businesses that create quality jobs—jobs that offer good pay, strong benefits, advancement opportunities, and inclusive culture.

Over its 20+ year history, ICA has partnered with hundreds of companies across the Bay Area, generating over $650 million in wages and creating more than 5,000 jobs. For their 2017 Impact Report, ICA wanted to highlight the real-life stories behind these outcomes—celebrating local entrepreneurs and workers while reinforcing the measurable economic impact of their work.

As Design Director, Producer, and Creative/Art Director, I led the development and execution of an integrated print and digital campaign that served as both a year-end report and a 20th anniversary milestone. I oversaw every phase of the project—from brand and campaign strategy to design direction and production—working closely with ICA’s leadership, external vendors, and my creative team.

Our creative strategy centered on honoring the human spirit behind local businesses—bringing a working-class, authentic energy to the report’s design. We developed a vibrant, illustrative pattern that tied together different stories throughout the report, with each section anchored by a specific color palette. Candid on-the-job portraits of workers at ICA-supported businesses added a layer of emotional intimacy and realism.

The print experience was intentionally crafted to feel honest and handmade: uncoated stock, hand-stitched binding, a blind-embossed title with a subtle clear foil, and a welcome letter hidden beneath the front cover. We avoided flashy infographics and overly polished data visualizations—instead opting for clear, powerful data presentation that respected the intelligence of our readers.

To bring this same experience online, we designed a scrollable digital version with paginated, color-coded sections and a flyover menu inspired by the physical report’s cover flap. The painterly illustration from the print cover stayed fixed in the background throughout the scroll, giving depth and continuity to the web experience.

Under my direction, our team of designers, developers, and photographers contributed illustrations, identity development, layout execution, web engineering, and content strategy. I ensured alignment across all teams and stakeholders while driving the creative vision forward.

Results

The campaign reinvigorated ICA’s brand visibility in Oakland and beyond:

Small business program enrollment rose by 200%
Fundraising increased by 350%
Then CEO Sean Murphy received multiple awards and accolades for his new vision, first introduced through this report

Our work gave ICA a refined and deeply human platform to share its impact, rally community support, and move confidently into its bold next chapter.