Jordan Kapper, MD Jordan approached me with an exciting opportunity to undertake an identity design project for his innovative startup “Lantern Light.” The objective of his enterprise is to guide individuals toward intelligent investments in storage space. Jordan expressed his desire to work with us and we were thrilled to oblige. Our collaboration began with the deconstruction of “Lantern Light” to extract its essence.

We distilled it into three crucial ideas:

Firstly, a lantern is a guiding light through a cave.

Secondly, a lighthouse lantern to guide boats back home.

And thirdly, light itself is a beacon illuminating the path ahead. Rather than directly incorporating a lantern into the identity, we considered showcasing its impact.

Our consideration centered around the query of how light appears. This was a clear winner upon presenting our initial concept to the partners.