Taara

Internet for all 

For billions of people around the world, reliable, abundant, high-speed internet is out of reach or lacking entirely. The team at Taara is working to bridge this digital divide with radical ingenuity.  Taara was born at X, Google’s Moonshot Factory. With its graduation from X on the horizon, Taara was preparing to launch as an independent company and needed a full-fledged, strategic brand identity that could scale alongside its ambitions.

  • Brand Strategy
  • Verbal Identity
  • Visual Identity
  • Website Design & Copy
  • Custom Asset Creation
  • Collateral & Pitch Design

Thinking bigger than big

We began by speaking with stakeholders and team members at X and Taara to understand where the project has been and where it’s headed. We even visited the Moonshot Factory to see Taara’s groundbreaking technology for ourselves.  Distilling the dozens of conversations, whitepapers and demonstrations led our strategy to a big idea: Light the way. Taara’s technology channels light beams between two terminals to transport data at up to 20 Gbps — representing a huge leap into a new technological era.

Key Copy

  • No lag. No limits. 
  • Light. The mother of invention.
  • Brilliance on display.

DESCRIPTION

Taara extends and amplifies the global communications network by delivering fast, abundant connectivity using light.

Seeing the light

This big idea illuminated every element of Taara’s visual and verbal identity. In Sanskrit, Taara means “star,” a name symbolizing light and direction. We applied this astral inspiration to a wordmark infusing late modernist typography and the enduring beauty of Devanagari. A supporting mark doubles down on the motif, with an icon evoking Taara’s light-based technology. 

Taara’s identity system is built for growth that’s grounded in a cohesive identity. Adaptable components and clear guidelines ensure that Taara remains consistent across touchpoints, without sacrificing creative expression. 

A bold voice for the vision 

Taara’s verbal identity balances innovation and impact, speaking to both its technological ingenuity and real-life outcomes.  We began by building a set of functional and expressive tonal attributes that can flex into each other, creating a voice that’s equally visionary and grounded — bold enough to inspire, yet precise enough to inform.  With an innovation so radical, it was critical for Taara to confront skepticism directly. Messaging makes it clear: what Taara is capable of is real, ready, and making an impact around the world. 

Flexible for the future

Taara’s identity system is built for growth that’s grounded in a cohesive identity. Adaptable components and clear guidelines ensure that Taara remains consistent across touchpoints, without sacrificing creative expression.

How does Taara do that?

Think of our technology as a lighthouse. Instead of guiding ships, our light beams send massive amounts of data between two terminals. These terminals create high-speed links that fill in where traditional fiber or networks can’t reach.

Into the world

With the brand identity fully formed, we took the next step by developing Taara’s public-facing website and its internal portal for telecom partners. The website served as Taara’s introduction to the world as a standalone company, separate from X. Offline, we prepared Taara for the global stage by producing remarks and an accompanying presentation for the industry-defining 2025 Mobile World Congress.

A final word.

Shoot for the moon, and don’t miss.

Credits: Carissa Justice - Creative Director, Karin Soukup - Strategy Support, Caroline Gregory - Project Manager, Pamela Henman - Senior Brand Writer, Neil Nisbet - Visual Identity & Web Design, Miruna Talpas - Design Support, Ivan Anton - 3D & Animation, Hannah Edghill - Illustration, G-W - Web Development