Washington University: Branding
One of the major missions of Washington University School of Law, known as WashULaw, is to make law school more accessible. Part of that essential work is removing the obstacles—real or imagined—that lie between an applicant and the application.
To best serve that purpose, the Admissions team created a multi-pronged strategy, the newest of which was an application process that allowed standardized test scores or grade point averages to not be submitted as part of the application.
Naming this process effectively was essential. “Redacted Review” was the term I pitched and that WashULaw adopted.
While “Blind Review” is a more universally understood term, it is ableist language and would undermine the purpose behind the new effort. “Redacted Review” has become well-known among law schools and is serving the purpose of making applying to WashULaw a welcoming experience.
Other writing for the law school includes:
copywriting for the law school’s Admissions page,
writing all content for individualized experience in the Guidebook app,
blog management and copy creation for the Career Center blog, and
social media posts to cross promote initiatives like the No Fee, Yes Please email campaign.
Developing an app helped information about law school within all applicants’ reach.
