There are few arenas as competitive as that of world-class physics research and education. Top-level faculty, students and researchers are wooed by top-dollar universities and corporations. Godat Design was tasked to convey the significant advantages of the University of Arizona Department of Physics by creating a massive website and supporting print collateral. Working with the University of Arizona's web and identity standards, Godat Design's web team generated an energetic site that communicates clearly and inspires response.