In our redesign of the Professional Institute for Educators program for the University of the Arts, Continuing Studies in 2012, we listened to what our client had to tell us about what their audience, K-12 educators, were looking for. In our clean and exciting redesign, we developed a theme line — Enrich yourself, Enrich your classroom — that really captures the essence of this unique program for educators. More emphasis was placed on what teachers — not just art teachers but teachers from all subject areas — might gain from this creative and exciting program. The catalogues evolved over time to meet our client's needs but the strength of the message remains.