A Brand and Bilingual Website for an Open MRI Center: 45 Appointment Requests in Five Months

An independent imaging center was competing with hospital radiology departments on the things patients care about most: price, wait times and how it feels to lie inside the machine. It had a strong offer, an open MRI, no referral needed and fixed prices, but no brand to carry it and no website that explained it.

We designed the identity from the mark up and built a bilingual website around one promise: accessible, affordable and anxiety-free imaging. Then we tracked every request it produced.

The center offers open MRI, CT, ultrasound, X-ray, DEXA scans and shockwave therapy, holds national accreditation for its CT and MRI services, and serves two very different audiences: patients who book their own scan, and personal injury attorneys and clinics who refer clients and need fast, documented reports.

• Starting from a name and nothing else: no logo, no palette, no stationery and no website.
• Imaging is a category people approach anxious and confused about cost, so the brand had to feel calm before it felt clinical.
• A large share of local patients speak Spanish first, and most competitors only speak English.
• Attorney referrals are a business of their own, with their own paperwork, and they needed a clear path instead of the patient contact form.

• Create an identity that reads as precise and modern, but warm enough for a nervous first-time patient.
• Build a website that leads with price, comfort and no referral needed, and turns visits into booked appointments.
• Give every page a Spanish version, not just a translated homepage.
• Give attorneys and clinics their own resources page and a referral pad they can download in seconds.

The mark weaves the center's initials into a single ribbon that rises and falls like a radiofrequency wave, the signal at the heart of every MRI scan. It works on its own as an icon and beside the wordmark as the full logo.

Around it sits a five-colour palette of deep noir, light mint, a vibrant medical green, warm blue and a soft off-white, plus a mint-to-blue gradient used across the website, signage and print. The brand guide covers logo construction and spacing, colour use, typography, advertising, business cards, letterhead and email signatures.

The homepage answers the three questions every imaging patient has before they call: will it hurt, will it be expensive, and can I get in quickly. Price ranges sit in the hero, open MRI comfort is the first story, and every section ends in one action: book an appointment.

• A dark, calm hero with a line drawing of the open MRI and a single booking button.
• Six service pages (open MRI, CT, ultrasound, X-ray, DEXA and shockwave therapy), each explaining what is scanned and what the visit feels like.
• Trust built in layers: national accreditation badges, real patient reviews and a frequently asked questions section that tackles insurance, results times and cancellations.
• A booking form that asks only what the front desk needs: scan type, preferred date, whether there is a doctor's order and whether the scan is for an injury case.

Personal injury referrals follow different rules from a patient booking, so they got their own page. Attorneys see exactly what the center needs for medical lien processing, how to book a client, how reports are delivered securely, and how billing against settlement funds works. A short form hands them the referral pad as a PDF.

Every page has a full Spanish version, reached from a language switcher in the header, so a Spanish-speaking patient can read about the scan, check the price and book without leaving their language.

• 45 appointment requests through the website booking form between October 2025 and March 2026, 37 of them for an open MRI.
• 12 referral pad downloads by personal injury law firms and medical practices, the start of a referral channel that did not exist before.
• 5 of those bookings came straight from ChatGPT answers, a sign the site's plain, question-led content is being picked up by AI search.
• One brand applied everywhere: website, signage, business cards, letterhead and email signatures.

• March 2025: logo concepts, then the final mark and the full brand guide.
• June to July 2025: the website designed and built in English and Spanish.
• October 2025 onward: every booking and referral tracked by source.