When the playful, 84-page viewbook showed up in the University of Dayton last fall, not everybody was impressed. Some faculty members were taken aback. The student newspaper, the "Flyer News," pronounced it a "fully color, glossy orgy," unbefitting a Roman Catholic college. The admissions office, it said, had hit an "astonishing all-time low." Daniel J. Curran, the university's president, thought it hit just the right note. It got people talking. The conversation was not just about the viewbook, but about how Dayton could create a distinctive identity in a sea of sameness. Its leaders were looking to fashion a modern brand that would speak not only to potential students, but also to parents, alumni, donors, businesspeople, and other universities. In this article, the author discusses how the Roman Catholic college had embarked on a splashy campaign to update its image and reach more students.