Chromatic is a new model of lighting design practice that aims to positively shape the experiences people have in public and private spaces, buildings and residences, by promoting equity in the practice of lighting design and accessibility to light for all communities.

Working directly with co-founders Lauren Dandridge Gaines and Nick Albert, Altitude worked to understand their vision and created the firm’s naming, branding, and launch communications including a website and printed collateral featuring the tagline, “Giving light to the human experience.” A competitive review and deep analysis of Chromatic’s personality, offerings and values informed Chromatic’s positioning, brand narrative, and visual identity for launch, and now guide the firm on a path for growth.

Thank you so much for all your help along the way; our success will be due in part to your helping us clarify and perfect our brand.”

— Lauren Dandridge and Nick Albert / Principals, Chromatic

With backgrounds that merge theatrical, interior design, and architectural perspectives, and decades of expertise in both the creative and technical aspects of lighting design, Lauren and Nick are now inspired to “illuminate what matters most.” This mutual passion for the power of light is what motivated them to join forces and co-found a new kind of lighting design practice focused on equity and inclusion.

Altitude was similarly inspired by Lauren and Nick’s passion and thoughtfulness as we developed Chromatic’s brand story and visual identity. The logo is based on the Gilbert font, which was created to honor American gay rights activist Gilbert Baker, designer of the iconic rainbow flag, a worldwide symbol of LGBTQ pride. A multicolored typeface, Gilbert was designed to express diversity and inclusion. Altitude’s color customization and gradient still present a spectrum of color, while also calling to mind light gels—referencing Chromatic’s professional services, its transparency regarding its social justice mission, and its overall approach to inclusion. For more information on the Gilbert font and its story, visit Type With Pride.