Brainvivo startup based on a ground breaking research held in Tel-Aviv University has been selected to represent Israel at Falling Walls Berlin. Brainvivo is the next generation of brain imaging technologies, which convert clinical MRI scanners into virtual microscopes, developing a game changing imaging tool-set for diagnosis, monitoring and personalized treatment of neurodegenerative diseases. Personalization was selected to be the essence of the value proposition of Brainvivo, hence the starting point of the branding process. This led to the fingerprint as the iconic representative symbol of the individual. This theme constructs the visual representation of the conceptual branding process.