For many, just mentioning the word “firefly” quickly evokes wonderful childhood memories…catching tiny lightning bugs underneath a breezy, star-filled summer sky... filling a jar with little “night lights”…being mesmerized by their delightful gift for glowing.

Fireflies symbolize the wonder and simplicity of youth. The pursuit of the extraordinary. Our desire to capture that which inspires us. Our collective need for illumination.

But unbeknownst to many is the practical purpose of their luminescence: a firefly’s glow is its way of communicating.

And so, with the intention of illuminating ideas and providing glowing results for our clients, The Firefly Group was born in 2003.

In our work, we don't think of fire in its terrifying destructiveness. Instead we relate to its power to ignite or “catch light” and are inspired by the brilliance of the flame itself which has the power to capture the imagination.

In our office, we get “fired up” about lots of things: coming to work in the morning, the first planning meeting with a new client, or the kudos we receive for a job well done.

There's plenty of stuff “flying” around our firm – especially new ideas. We launch them and see which ones take off. The best strategies and tactics rise above the rest.

“On the fly” in its more informal context also means “gaining acceptance or approval.” When we create new message points for a client's communications plan, the information must fly with the stakeholders we are trying to reach.

Once you understand the founder's passion for sustainable development and green building initiatives, it's easy to see why naming the firm The Firefly Group made so much sense.

The firefly just happens to be one of nature's most energy efficient insects. With a lighting efficiency of 96%, the diminutive firefly is capable of producing a "cold light" containing no ultra violet rays, with a wavelength from 510 to 670 nanometers. We don't understand exactly what that means but we know the little buggers are energy efficient.