finding light in the dark
Lindsey Daniels, creator of LIGHTDARK loves working in dark, controversial, heavy, deep, psychologically or socially rich subject matter, but believes that those concepts don’t have to be rammed down one’s throat to get the message across. LIGHTDARK distills down those heavy topics to find a subtle, concise element within the overlying theme which makes the content less intimidating and more accessible for the audience. This is the origin of the agency name--the light/dark paradox--the process of finding light in a dark topic. This mindset was the inspiration behind the logomark, where the L (light) and the D (dark) (conveniently Lindsey's initials) join to become one unit, separated by a small division; showing the balance between representation and perception.