OVERVIEW
For most patients, the MRI process is slow, confusing, and expensive. Imago MRI is a tech startup that completely reimagined the MRI experience to make it fast, convenient, transparent, and more affordable.
The Challenge
As a startup looking to disrupt a frustrating slice of the medical industry, they needed a name, brand, design, and website that communicated the innovative, high-quality, and customer-centric nature of their business.
SERVICES
Research & Strategy
Naming
Messaging
Visual Identity
Research & Strategy
Bringing warmth, humanity, and personality to a clinical industry
The medical imaging industry has long been perceived as clinical, impersonal, and intimidating. Our challenge was to create a brand that demystifies the MRI scanning process, alleviates patient anxiety, positions MRI scans as a proactive health tool, and differentiates the service in a competitive healthcare market.
Brand Naming
Developing a distinct, memorable name
First, we wanted to come up with a name that was a nod to the product itself. But we also wanted the name to feel fresh, modern, and utterly distinct from what you find in the healthcare industry.
The word “imago” is Latin for image. The connection to MRI then, is obvious—MRI stands for magnetic resonance imaging. But imago has a deeper meaning as well. The term “imago Dei” or “image of God” refers to the divine origin and dignity imbued in every single person. The name had particular resonance, especially
Website Design
Creating a beautiful, user-friendly website
The sleek, uncluttered website design and carefully selected imagery showcase a calm, spa-like environment that immediately sets imago MRI apart from traditional medical imaging centers. Photographs and design elements were chosen to emphasize comfort and advanced technology, creating a visual narrative that speaks directly to patient pain points.
Brand Design & Visual Identity
Crafting a brand that’s warm, approachable, and authoritative
The brand's visual language was meticulously crafted to communicate modernity, technological sophistication, warmth, and approachability. We developed a design approach that emphasizes simplicity and transparency, utilizing a clean, minimalist color palette of whites, light greens, and grays.
For the brand mark itself, we drew particular inspiration from Leonardo Da Vinci’s famous sketch, The Vitruvian Man. The iconic sketch not only carries with it a strong medical connection but also represents one of the most famous drawings of the human body of all time. Though the inspiration is subtle, the mark still bears a simple, modern feel, which speaks to both the ease of the service and the innovative thinking behind the brand.
Brand Messaging
Developing a clear, friendly message that speaks directly to client pain points
From a messaging standpoint, we developed a brand voice that is warm and approachable while remaining confident and professional. The tone is deliberately empathetic, acknowledging patient concerns while providing crystal-clear, jargon-free communication. This approach is encouraging and supportive, designed to transform the typically anxiety-inducing experience of medical imaging into something more positive and manageable.
-Brandt Stallings, imago co-founder and CEO
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-Dr. Laurel Lemasters, imago co-founder
“Client testimonial here and here and here and here and here and here.”