Universities have always been one of the key players in open access publishing and have encountered the particular obstacle that faces this Green model of open access, namely, disappointing author uptake. Today, the university has a unique opportunity to reinvent and reinvigorate the model of the institutional repository. This article explores what is not working about the way we talk about repositories to authors today and how we can better meet faculty needs. More than an archive, a repository can be a showcase that allows scholars to build attractive scholarly profiles, and a platform to publish original content in emerging open-access journals.