Cicindelae, Inc., does business as OrangeShine. Cicindelae means “candle” in Latin. Our trade name, OrangeShine, comes from the warm glow of firelight emanating from a candle.

As a child, Joseph was struck by the significance of how candles sacrifice themselves, and in doing so, give light to people. With that image engraved on his heart, he tried to practice serving others selflessly like a candle as he grew up, went to college, and started a business. It also led him to establish the non-profit organization Loving by Serving.