MRI Medical Device Software Platform
PROJECT: Name for the the operating software controlling Hitachi Medical’s next generation magnetic resonance imaging (MRI) machines.
ORIGIN: The beginning of an accurate diagnosis.
BRAND POSITION: Hitachi has a great reputation for reliability and customer support, and they were looking for an easy to remember name that positioned the product to stress their excellent image quality, speed and performance, along with efficient, easy operation, reliability and strong ROI. Origin speaks to its primacy as the beginning of the MRI process, of being integral to the analysis of the MR images, and the “origin” of the diagnosis that leads to healing the patient.