MRI device product name – Oasis
Oasis MRI

For our second magnetic resonance imaging (MRI) device naming project for Hitachi Medical Systems, Igor was tasked to name a breakthrough new "open MR" product. Open MR devices are not fully enclosed, and therefore are more comfortable for patients (less noise and confinement) and have a greater imaging range than traditional, "closed" MR devices.

The positioning goal was to highlight that this device, rather than being a source of patient discomfort and physician frustration with scanning limitations, is instead a refuge from such drawbacks of the past, a haven where the physician can more accurately diagnose a patient's medical problem without causing the patient to suffer more discomfort in the process. Thus, Oasis was born.