On Being Coherent

At Illuminate, we gravitate toward powerful metaphors. Often, they’re found in the structures we work with—bridges that connect, cathedrals that uplift, transmission towers that carry meaning across distance. These aren’t just forms; they have innate meaning.

But sometimes, the metaphor lives in the medium itself.

Take the Laser Space Cannon. It’s a deceptively simple device—about the size and weight of a milk crate full of albums—and it uses less energy than a household hairdryer. In fact, the power it takes to run one hairdryer could energize five of them. From the foot of the Ferry Building, these lasers can beam coherent light ten miles out, into the marine layer over the Pacific Ocean.

Invented by our partner Tim Anderson of Nu-Salt Laser International in Folsom, California, the Laser Space Cannon is more than a tool. It’s a metaphor for us: hyper-focused, incredibly efficient, and capable of extraordinary reach.

With a whisper of power, we conjure grandeur. We help people see what’s already there—not just in the landscape, but in themselves. The light within them, their capacity for awe, and with it: humility, wonder, and compassion.

We don’t claim to change the world with light.

We just try to bring things into focus—to help people see more clearly, feel more deeply, and remember what connects us. And sometimes, that clarity helps bring belief into focus, aligning collective will toward something greater.

Because a little coherence goes a long way.

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