Brand Strategy & Voice
Design System & Visual Identity
Narrative & Presentations
Web Design
Anthem Video

Tapestry

The electric grid, the world's largest machine, is aging. Despite its vital role, the grid hasn't kept pace with the needs and strain of the modern world. Built on outdated infrastructure, it costs a staggering $2.8 trillion annually to simply maintain. The high costs — both financial, and human — have prioritized maintenance over innovation and improvement.

Tapestry is setting out to change that. Born out of X, The Moonshot Factory, Alphabet’s innovation lab, Tapestry is bringing together the AI technology, information, and relevant partners needed to build a more reliable, abundant, and clean energy system. Their goal is to reimagine the grid for today’s world and build an energy ecosystem that can power our future.

To advance their bold ambitions, Tapestry needed to turn a complex story into a compelling one for both technical and non-technical audiences. They partnered with CōLab to tell this story — verbally and visually — in a simple, accessible, and effective way.

Brand Strategy & Voice
Tapestry came to us with strong foundations — a Google-designed logo, the Manrope typeface, and a history of thoughtful presentations. But they needed clarity: a brand voice that could speak confidently across diverse audiences, and a design system that matched their bold, technical mission. We began by leading a voice & tone workshop, where we defined a human-centered narrative that honored the people behind the power grid. The result was a tone that was bold, galvanizing, and grounded in real-world impact.

Design System & Visual Identity
We evolved Tapestry’s design system to reflect their ambitious vision by refining color choices, creating data visualizations, and introducing a motion system built on a dot-based grid. These dots symbolized energy in motion: they pulsed, connected, and scaled to represent everything from local transmission to global energy flow. From the static to the dynamic, the brand became a living, breathing system that at once felt modern, technical, and deeply human.

Narrative & Presentations
To bring everything together, we crafted two core presentations — one tailored for investors and another for high-profile events. Both translated complex power grid technology into compelling, modular narratives that adjusted based on audience expertise. We also delivered a robust deck template that empowered the internal team to create beautiful, on-brand presentations with ease, extending the brand’s reach beyond design into everyday storytelling.

Web Design
The website needed to speak to everyone, from utility workers to prospective employees. We opened the homepage with 3D illustrations depicting the future Tapestry is building: a world where the grid operates seamlessly and all stakeholders work in harmony. Our goal was to establish their bold ambitions before diving into the technical details. From there, we distilled their complex technical breakthroughs into clear value propositions that anyone could grasp.
Our design process moved seamlessly from strategy to visuals. We started by building a robust UX foundation with intuitive architecture and content that matched Tapestry's bold voice. Then we brought it to life with polished UI, custom motion studies, and 3D artwork that elevated the brand. Throughout development, we partnered closely with developers to ensure every detail of the vision made it to the final site.

Anthem Video
Tapestry needed a 60-second anthem video that would inspire audiences while clearly showcasing their role as the grid's first AI-powered platform. The final piece blends partner b-roll, product visuals, and sophisticated motion design to highlight their real-world impact. Our structured process — from scriptwriting and storyboarding to multi-round edits — ensured the video clearly communicated Tapestry's vision, its global partnerships, and the people making it happen.

Collaboration at its finest

Special thanks to the Tapestry team:
Lauren Grillo, Marketing and Communications Lead
Page Crahan, General Manager

Special thanks to our Partners:
Sebastian Hemetsberger, Product Designer
Hernan Osorio, 3D Artist
Andy Holdeman, Freelance Writer
Aimee Lee, Freelance Designer
Viso Haus
3rd & Gilman
Zacht Studios
Color Gatherer
Disher Sound
Kiss Digital

CōLab team: Yu Rong, Kyle Macy, Salih Abdul-Karim, Brian Wakabayashi, Vero Maldonado, Michelle Ha, Mishaal Abbasi, Leejay Abucayan