Bishop O’Connell High School is a Roman Catholic college preparatory school founded in 1957 in Arlington County, Virginia. The school competes with other private schools in the very competitive market of Washington DC and the surrounding counties.
Raison’s first project for Bishop O’Connell was a refresh of their viewbook. The school wanted a more on-trend brand look. We also recommended a rewrite to increase the appeal to skim readers. The rewrite accomplished a number of goals. Cutting low-priority copy, like the details of school bus schedules, reduced the former catalog feel of the viewbook. Reworking paragraph copy into headlines, subheads, and lists made the copy scannable. We also added copy that communicated the schools main value propositions with an emotional appeal. This project was a rush—completed within a month!