This website project was a different kind of challenge for me, in that it concerned a topic and company with which I was unfamiliar. After researching the company, target audience, and products, I developed a concept I believed would appeal to the audience. The photos, design, and headlines are dramatic to target their sense of school or college pride. I used the information from the current website to write my own matching body copy. The gender-neutral Arial font is both professional and bold to appeal to a modern middle-class audience.