In 2013, my alma mater, the University of Colorado at Denver unveiled a new ‘brand-identity’ campaign. The goal of this campaign was to demonstrate to students that the urban campus was uniquely positioned to help them attain their professional goals. The slogan communicated a simple but important message: “LEARN WITH PURPOSE.” The message characterized the importance of approaching education with intentionality and it represents a philosophy of learning that views education as a means to achieving one’s desired goals. For students, this meant first defining their future professional goals and then setting themselves on a course to attain them through an undergraduate degree.