Lantern
Verbal and Visual Identity Evolution
Challenge
Bright by Text, a national nonprofit providing families with essential information for raising children, was preparing to scale. Having evolved well beyond its original SMS-based platform, the organization now serves over 450,000 families through multiple channels, with content spanning from prenatal care to the teenage years. But its name no longer reflected that scope and suggested a single, outdated delivery method, limiting perceptions of the organization’s relevance and reach.
At the same time, Bright by Text was transitioning from a grant-funded nonprofit to a more sustainable social enterprise model. To support this next chapter, a brand was needed that could build trust with caregivers across cultures while appealing to new partners, including employers and healthcare providers. The team turned to Tailfeather to develop a new name and visual identity that would reflect both the organization’s warmth and its growing role as a national, multi-platform resource for families.
Verbal and Visual Identity Evolution ―
Approach
After in-depth conversations with the team and board, it became clear that the rebrand wasn’t about changing who they were—it was about shedding more light on who they had always been. Bright by Text is more than a tech platform; it’s a steady, compassionate partner helping families navigate the most critical and challenging phases of parenting and childhood.
Together, we explored naming directions inspired by core themes: the “it takes a village” adage, the value of shared wisdom, the desire for connection, and the need for a name that felt inclusive across cultures and languages. Some ideas evolved from the word “Bright”; others introduced entirely new metaphors.
From the earliest rounds, one name stood out—Lantern. It felt universal and timeless, evoking a sense of guidance, warmth, and wisdom. It offered space for growth across age ranges, content types, and delivery methods, while maintaining a thread to the original name and projecting an approachable tone that would resonate with caregivers and partners alike.
The visual identity brought this concept to life. Our designers created a custom marque that blends a speech bubble with a handwritten “L,” nodding to Lantern’s roots in text messaging while bringing a human touch to its digital platform. The looping initial adds warmth and approachability, while the speech bubble evokes conversation and connection. A vibrant color gradient—from orange to fuchsia—mirrors the natural glow of a lantern, symbolizing guidance and care. The result is a flexible, modern identity that feels both personal and purposeful.
Approach ―
Result
The transition from Bright by Text to Lantern marked a pivotal shift in the organization’s trajectory. The new brand strikes a balance between the authority of a science-based institution and the warmth of a helpful friend. It more accurately reflects the organization’s mission and scope, positioning Lantern to reach a broader audience, deepen its engagement with diverse communities, and expand its partnerships with employers and healthcare providers.
Most importantly, Lantern signals a thoughtful evolution, preserving the trust Bright by Text had built while illuminating the way forward. As the organization continues to grow, the light it shines for families and caregivers remains unmistakable.
Result ―
