Google X / Taara
Taara turned an audacious idea into a real innovation: high-speed internet, delivered via light beams.
As its graduation from the experimental labs at X, Google’s Moonshot Factory approached, Taara needed a brand identity that would signal credibility to investors, appeal to potential partners, and spark curiosity with the broader public.
I created a verbal identity that communicates Taara’s tangible value, while preserving the sense of wonder behind this radical technological leap.
My role on this project:
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I developed a set of functional and expressive tonal attributes that allow Taara to inform and inspire. The attributes ladder up to a voice that signals Taara is no longer a lab experiment, but a proven, scalable solution that’s already making an impact in the real world.
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High-speed internet from light beams? My job was to take what sounded like sci-fi and show that Taara isn’t just imagining the future, it’s already building it. I developed a comprehensive messaging framework that included a big idea headline, headline bank, audience-specific elevator pitches, benefit and feature statements, content guidelines, and style notes — all designed to scale across teams and channels.
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In collaboration with a design partner, I wireframed Taara’s website, helping to shape the site’s structure, flow, and storytelling approach from the ground up. I led content strategy and wrote all copy for Taara’s standalone website, including the homepage, product overview, technology deep dive, and team page.
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After establishing a strong client partnership in the identity phase, our team earned the trust of Taara’s executive leadership, ultimately leading to my role in crafting the presentation and remarks for CEO Mahesh Krishnaswamy at Mobile World Congress 2025. I developed the narrative arc, storyboard, and full script, shaping a compelling story that introduced Taara’s breakthrough technology to a global audience.
For seven years, the Taara team had been quietly developing and testing a breakthrough technology: harnessing light beams to provide abundant, affordable high-speed internet to under-connected and unconnected communities around the world.
Drawing upon Taara’s core technology, the brand’s identity coalesced around a big idea: Light the way. This concept became the beacon that informed everything from narrative strategy to visual language.
I created a messaging framework that defined Taara’s unique position in the market — articulating its highest value proposition, explanations of its key advantages and offerings, and specific details about the capabilities that make Taara distinct.
To address skepticism around such a bold, unfamiliar technology, I crafted confident, future-facing messaging grounded in tangible proof and real-world impact. The result: a compelling narrative that translated a deeply technical solution into a story about making the
impossible real.
“The copywriting is solid and I like how it’s just very factual and clear where it could have easily taken a more savior-y tone. Overall, a smart-looking and smart-sounding identity that helps present an overly complex technology in a simple, efficient, and effective manner.”
Project Credits:
Creative Direction - Carissa Justice
Brand Strategy - Carissa Justice & Karin Fyhrie
Visual Identity - Neil Nisbet
Web Development - G-W Studios
Project Management - Caroline Gregory
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