I think Coinbase might have beat Gemini to the 'first' moniker: https://exchange.coinbase.com. Launched publicly just a few days ago.
There's also been a ton of work to 'bring bitcoin out of the darkness,' including terrific design work being done at Coinbase, CoinJar, Circle, etc.
At this point it seems like if one of the stated design goals on a bitcoin project is to 'bring it out of the darkness,' then you're really trying to solve a problem that's already being solved.
(Full disclosure: I work at CoinJar)