Excited-state intramolecular proton transfer (ESIPT) makes possible organic light-emitting diodes (OLEDs) that are highly efficient by creating the necessary conditions to enable thermally activated delayed fluorescence (TADF). After excitation of the emitting molecule, a hydrogen atom -- technically, just its nucleus -- is transferred to a different atom in the same molecule through a process called ESIPT. The reconfigured molecule can then undergo TADF to convert a high fraction of the excitations into light. Following emission, the molecule returns to its original state. This mechanism increases the molecular design strategies available for the creation of novel and improved light-emitting materials.