The Howard Hughes Medical Institute had a challenge: create recruiting materials that would attract some of world’s most promising young scientists to an innovative new Ph.D. program that would culminate in groundbreaking research at HHMI’s state-of-the-art Janelia Farm Research Campus. The solution? Bold typography, text and images that encourage applicants to live science, and a whimsical package resembling a pizza box—a shape any scientist familiar with all-nighters could relate to. The result? They saw, they noticed, they applied. And the boundaries of science got pushed back just a little farther.