You can get a nice effect from bleaching wood, there are two part products specifically made for this purpose, though I think the manufacturers have in mind using it more as a cleaner, than applying to unblemished wood. You apply it, and the degree of bleaching can be controlled by how long that you leave it on before washing it off.
I like the result sometimes, as it makes the color of the varying parts of the work, uniform, and tends to quiet down the grain. The overall design of the piece becomes more visual and stronger. The color remains, you don't seem to get the natural lightening or darkening that wood goes through over time and exposure to light.
This dining chair I made from Japanese Sen wood, a light colored wood of medium hardness, with a frequent tendency to have particularly strong appearing grain.