TARA Product Naming

TARA Biosystems is an innovator in cardiac health, creating reliable tissue models that enable faster, safer, and more reliable development of new medicines. As they were expanding their platform and seeking further rounds of funding, TARA approached The Public Society to assist in naming and branding of products.

Through workshops and collaboration with the TARA team, we devised a flexible system for naming tissue lines, and a framework by which new marks for each can be designed. The internal- and external-facing naming structures are grounded by a visualization of TARA’s product structure as a tree — a reference to the inspiration behind the brand name and logo.

Agency: The Public Society
Design: Audrey Stanton
TARA Logo: Mohammad Sharaf
Naming: Cristian Fleming, Audrey Stanton

TARA product structure envisioned as a tree: TARA platform trunk branches into tissue types, then cell sources, then mutations, then assays.
Process for naming system, showing the word 'Type' and two definitions, a blank to the left of the word 'type', and then three potential names filling in the blank.
TARA product naming structure: 'Internal-facing' is structured as Tissue Type . Cell Source . Mutation . Assay, 'External-facing' is Tissue Type . Assay.
TARA product logo lockup versions: 'Product Lockups' with symbol and tissue line name, 'Assay & Product Lockups' with symbol, tissue line name, and assay abbreviation, and 'Product & Brand Lockup' showing symbol, tissue line name, and TARA wordmark.
News article on TARA webpage "TARA Launches Cardiotype.Fo, Best-In-Class Assay for Cardiac Contractility".
iPhone displaying Cardiotype page on TARA website, text reads "Cardiotype is TARA’s human-relevant cardiac tissue engineered from induced-pluripotent stem cells (iPSCs). It embodies the physiological hallmarks of the human heart and provides a picture of cardiac function, with both healthy and diseased models". iPhone displaying Cardiotype page on TARA website, showing details on the Force (.Fo) assay.