The brand name
& tagline
The brand name we chose is "First Light" - evoking hope, direction, & the quiet power of dawn.
The tagline is "Come home" a gentle instruction, not to exit the digital world, but to return to our original state.
A look behind the scenes at the creative process that led to the name “First Light” and tagline “Come Home.”
Other projects to check out...
I was brought in to help shape First Light’s identity:
from naming to messaging to web copy.
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Conducted competitor research to define competitive landscape.
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Developed the brand name 'First Light' and the tagline 'Come Home'
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Crafted brand legend that bridges consciousness, technology, and nature
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Wrote all website copy, in a tone that felt grounded
and open -
Collaborated closely with Amit to maintain the subtle emotional tone they wanted
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Ensured the site invites exploration and presence, in line with the ethos of the courses
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Created marketing strategy for First Light launch
The work
A screenshot of the First Light website - 1stlight.org - written and layout by Michael Simkin, development and design by Amit Zoran
The challenge
The message is subtle and non-commercial. How do you express something experiential in a way that’s still clear and compelling ?
First Light is the creation of Professor Amit Zoran, a designer, researcher and consciousness explorer.
It offers courses, books, and guided meditations that invite people to slow down, listen deeply, and reawaken their senses.
The key: show how technology can deepen our connection to nature, not distract from it.
The vision
First Light - the chosen brand name and Come Home - the tagline were turned into this logo by Amit Zoran.
The strategy
For the marketing strategy, I mapped the competitive space and helped define a brand position that felt original:
not anti-tech, not techno-utopian — but technosapien!
This particular advertisement for First Light’s launch
campaign on social media highlights the
problem that due to phone addiction, we often forget
our connection to nature. Note the fact that in the forest image the phone is still there - First Light is not about stopping using technology - it is about using it in a healthy way, while
actively deepening our connection to nature.
Social media advertisement for the launch of First Light
First Light
Technology in harmony with nature
The website
For the copywriting of the website we worked in a voice that was calm but not vague, poetic but not precious. It is a tone you can trust while walking on a forest path.
Amit is an amazing designer with wonderful taste - I did the wireframes, he did the graphics beautifully.
The scrolling main banner allows the viewer to get the key
message of First Light in one place.
Impact
The voice we shaped clarifies First Light’s unique positioning and tone, making it easier to attract aligned partners and audiences.
First Light continues to grow as a hybrid of research, education, and artistry.
Interactive word cloud allows viewers of 1stlight.org
to follow their interests.
Prof. Amit Zoran, CEO, First Light
"Michael is an exceptional professional - intelligent, dedicated, creative and caring. His expertise in branding and advertising consistently delivers outstanding results. I wouldn't have achieved the same results without him. He's truly a master of both written and verbal communication. Book him while you can!"
