Tara Product Naming
TARA Biosystems was an innovator in cardiac health that enabled 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 their products.
To establish direction for the new names, I co-designed and -facilitated a workshop with the startup’s senior stakeholders. Guided by insights from those conversations and by the TARA brand, I explored verbal and visual branding directions and established a flexible naming system that allowed for future expansion of the company’s products.
What I did:
- Facilitation
- Logo Design
- Naming
- Workshop Design
Who I worked with:
- The Public Society (Agency)
- TARA Biosystems (Client)
- Cristian Fleming (Workshop Design & Facilitation)
- Mohammad Sharaf (Original TARA Logo)
At the start of the project, we spent an afternoon with the TARA team, facilitating a workshop that explored their vision for current and future products.
The idea of the TARA product being an exemplar, or archetype, led us to the word “type” as an anchor for a naming system. I added Greek and Latin roots to create three tissue type names, in a system that allows for future expansion.
Using the original TARA mark as a framework, I created product marks for each of these tissue types.
From there, it was time to branch out a bit farther. I created a graphic that helped to visualize all of the product variants that would need to be accounted for in a naming system.
Inspired by the Dewey decimal system, the final naming system uses periods to divide each level of product specificity, and abbreviations for longer variables.
While TARA was acquired by Valo Health in 2022, their Cardiotype trademarks are still in use.
