The University of Utah College of Fine Arts was bursting at the seams with all kinds of great art—including a well respected professional theater that played international shows. But how to get the word out and entice the community to partake? After careful deliberation with the new Dean of the college, we created a striking and substantial direct mail catalogue with an expandable removable calendar. It was formatted and keyed to make it easy to find all the art events. We were fortunate that the Dean of Fine Arts had a vision and a drive to do something special—so we ran with it. And so did the community.