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Case Study: How strategic naming positioned an AI-driven ophthalmology company for global growth.

Naming Case Study: Heru – Creating a Brand Identity Rooted in Vision, Innovation, and AI

The Need

Heru was entering the market at a pivotal moment. Emerging from stealth mode with groundbreaking AI-driven vision diagnostics and augmentation technology, the company needed a name that would establish credibility, innovation, and differentiation from the outset.

Founded by Dr. Mohamed Abou Shousha and a team of vision researchers at the University of Miami’s Bascom Palmer Eye Institute, Heru was built on over a decade of research and more than 28 patents. Their technology was a major advancement in autonomous AI-powered vision diagnostics, utilizing augmented and virtual reality devices such as Magic Leap 1 and Microsoft HoloLens 2.

With FDA Class 1 listing status secured for their first commercially available product, Heru was ready to make its public debut. However, for a company built at the intersection of ophthalmology, artificial intelligence, and wearable technology, a strong brand name was essential. The name needed to:

  • Capture the company’s expertise in vision diagnostics and augmentation.
  • Establish global credibility in the ophthalmology and AI space.
  • Be simple, memorable, and evocative of the company’s core mission.

The challenge was to develop a name that could communicate all of these attributes while feeling timeless, modern, and scalable for future innovation.

The Challenge

Naming a company in a highly technical, regulated, and innovation-driven industry is never a straightforward process. Several challenges needed to be addressed to ensure the right strategic choice.

The first challenge was establishing differentiation. The ophthalmology space is filled with clinical-sounding names, acronyms, and overly scientific branding. Heru needed to avoid blending into this landscape while still ensuring the name felt credible within the medical and AI communities.

Before settling on Heru, the company originally considered Horus as a potential name. The connection was clear—Horus, the Egyptian god of the sky and vision, directly aligned with the company’s mission in AI-driven ophthalmology. However, Horus presented multiple challenges that made it unviable as a long-term brand name.

The first issue was widespread use. Horus is a commonly referenced figure in mythology, business, and technology, making it difficult to own in a crowded branding and trademark landscape. Several companies across medical, AI, and tech industries had already registered trademarks or domain names under Horus, limiting its exclusivity and potential for differentiation.

Another challenge was cultural and industry positioning. While the symbolism of Horus made sense, it risked feeling too on-the-nose and potentially cliché for an advanced AI-driven medical technology company. A name that was more refined, unique, and ownable was needed to set Heru apart in a sophisticated way.

Shifting from Horus to Heru solved these issues while retaining the core symbolic power of vision and protection. Heru is the Egyptian name for Horus, keeping the connection intact while offering a shorter, more distinctive, and brandable alternative. It also ensured trademark availability and domain ownership, making it a more strategic and scalable choice.

Beyond the naming challenge, the company also had to establish differentiation in a highly technical, innovation-driven industry. The ophthalmology space is filled with clinical-sounding names and acronym-based brands, which often feel sterile or overly technical. Heru needed to stand out while maintaining credibility within both medical and AI communities.

Finally, the name needed to strike a balance between scientific authority and visionary ambition. Unlike traditional ophthalmology companies, Heru was introducing autonomous AI-driven diagnostics and augmentation, positioning itself at the forefront of medical technology, wearable devices, and artificial intelligence. The name had to capture both clinical credibility and cutting-edge innovation, ensuring it resonated with both medical professionals and tech-forward investors.

The Approach

As a global leader in branding and life sciences marketing, we approached the Heru naming process with a highly strategic methodology. Led by Bill Schick, Fractional Chief Marketing Officer (FCMO), the process involved extensive linguistic, competitive, and trademark analysis to ensure the name aligned with Heru’s market positioning and long-term goals.

We started with a deep dive into the company’s mission, technology, and industry landscape. Understanding Heru’s autonomous AI-powered vision diagnostics and the wearable technology applications was essential in developing a name that would feel both futuristic and medically sound.

Through extensive naming exploration and linguistic testing, Heru emerged as a clear frontrunner. The name had three key strengths:

  1. Ties to Vision and Protection – Inspired by Horus, the Egyptian god often depicted with the Eye of Horus, an ancient symbol of protection, healing, and sight. This connected directly to Heru’s mission to protect and enhance vision through AI-driven diagnostics and augmentation.

  2. Short, Memorable, and Future-Proof – The name Heru is simple yet powerful, making it easy to brand, market, and expand internationally. It avoids scientific or technical jargon, ensuring broad appeal beyond just the medical field.

  3. Scalability for Future Innovation – While rooted in ophthalmology, Heru’s technology has the potential to expand beyond diagnostics into augmentation and broader AI applications. The name is broad enough to accommodate future growth in digital vision care and beyond.

The final step was ensuring trademark availability and domain acquisition, both of which were successfully secured.

The Solution

The final name, Heru, provides a clear, differentiated, and future-ready identity for the company. It successfully establishes:

  • A powerful link to vision and innovation, rooted in both history and modern AI-driven healthcare.
  • A global, scalable brand name, free from common ophthalmology or AI clichés.
  • A strong, confident identity, allowing the company to enter the market with an immediate sense of credibility and intrigue.

The turning point in the naming process came when we explored Heru, the Egyptian name for Horus. Unlike Horus, which was widely used in various industries, Heru retained the powerful symbolic meaning while offering a cleaner, more ownable alternative. It was short, modern, and distinct—perfect for a company at the intersection of ophthalmology, AI, and augmented reality.

The transition from Horus to Heru solved multiple problems at once. It preserved the connection to vision and protection, ensuring the brand still carried a deeper meaning, while creating a more unique and trademarkable identity. Heru also had a smooth, natural sound, making it easily pronounceable across different languages.

Once Heru was identified as the ideal name, we conducted trademark availability checks and domain acquisition, ensuring the company could fully own its brand. The final name was both strategic and symbolic, reinforcing Heru’s mission to revolutionize vision diagnostics through AI-powered innovation.

Heru’s successful market debut was strengthened by this intentional, strategically chosen name. The company now has a brand identity built for long-term recognition, trust, and innovation, reinforcing its position as a leader in AI-powered vision diagnostics and augmentation.

This naming engagement was a foundational step in positioning Heru for success, ensuring it stands out in an industry that is often crowded with forgettable, overly clinical names. Through strategic naming, we helped Heru establish a brand identity that is both meaningful and built for the future of ophthalmology and AI-driven healthcare.

The Results

The chosen name, Heru, successfully encapsulates vision, intelligence, and transformation in a simple yet powerful way. The name carries deep historical and symbolic meaning, referencing Horus, the ancient Egyptian god associated with vision, protection, and insight. This connection reinforces the company’s mission to revolutionize eye care through AI-driven diagnostics and augmentation.

Short, unique, and globally adaptable, Heru stands out in the ophthalmology and AI space. It is:

  • Phonetically simple – Easy to pronounce and remember across different languages.
  • Visually and verbally distinct – Avoiding common medical or AI jargon while still feeling authoritative.
  • Rich in meaning – Tying into historical and cultural associations with vision and protection, aligning with the company’s commitment to improving sight and eye health.

The name immediately gave Heru a strong brand presence upon its market debut, creating intrigue and recognition without requiring extensive explanation.

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