BrainsWay Brand Guidelines: Deep TMS, an NIH H-Coil & a Jerusalem Base

From a postdoctoral project to a Jerusalem company.

BrainsWay’s story starts with a magnetic coil designed at the U.S. National Institutes of Health. According to a case study published by the NIH Office of Technology Transfer, Abraham Zangen joined the National Institute on Drug Abuse in 1999 as a postdoctoral fellow and, with the physicist Yiftach Roth, the TMS researcher Mark Hallett and the visiting scholar Pedro Miranda, worked on a new coil for transcranial magnetic stimulation, or TMS, in which a coil placed over the scalp delivers magnetic pulses. The team called it the H-coil. The institute submitted an invention report in June 2000, and the NIH filed a provisional patent application, titled “Coil for Magnetic Stimulation,” in October 2000.

Zangen then moved to the Weizmann Institute of Science in Israel, where he set up a laboratory in 2003. The NIH case study says the entrepreneur Uzi Sofer contacted him after seeing the technology advertised by the NIH, and that the two of them, with Roth, founded BrainsWay in 2003. The company then applied for an exclusive licence to the H-coil patents, which the NIH granted after publishing notice of the proposed licence in the Federal Register. After the licence was signed, the case study says, Zangen returned to the United States to run the first study of the H-coil in people in Hallett’s laboratory at the NIH, work that allowed the company to move on to clinical trials. BrainsWay’s own website gives a different list of four founders: Zangen and Roth, with Avner Hagai and David Zacut.

The company is based in Jerusalem. IEEE Spectrum called it “Jerusalem-based” in 2018, and its website today gives offices in Jerusalem and in Burlington, Massachusetts. Roth is listed as its chief scientific officer and Zangen as a board director. It writes its name as one word with a capital W in the middle, BrainsWay.

Deep TMS and a run of clearances.

BrainsWay calls its technology Deep TMS. The NIH case study describes the H-coil as a design intended to reach deeper brain regions than the figure-8 coil used in standard repetitive TMS, and says BrainsWay developed several variations of it, with different shapes aimed at different regions of the brain. The company began clinical trials at the Shalvata Mental Health Center in 2005, the case study says, and gained European regulatory approval for depression in 2009.

The FDA clearances followed in stages, according to the NIH case study: the H1 coil in 2013, for patients with major depressive disorder who had not responded to medication; the H7 coil in 2018, for obsessive-compulsive disorder; the H4 coil in 2020, as an aid in short-term smoking cessation for adults; and the H7 again in 2022, for major depressive disorder, including what is commonly called anxious depression. IEEE Spectrum reported the 2018 OCD clearance in August of that year, quoting the company’s then chief executive, Yaacov Michlin. In September 2025 the company announced that the FDA had expanded its cleared treatment protocols to include an accelerated protocol for major depressive disorder.

The hardware is a helmet. IEEE Spectrum wrote in 2018 that the device “looks like a futuristic bonnet hair dryer,” with a magnetic coil inside. The company’s product pages describe a 104 System, with a stimulator, a touchscreen interface and a cooling system, and a 104 RCT System for research, in which a sham coil is built into the same helmet which the company says looks, sounds and feels the same to patient and operator. The coils themselves are named by letter and number, from H1 to H7.

Design and documentation.

Neuromodulation companies sell devices that most people will never see. Spinal cord stimulators, sacral nerve stimulators, hypoglossal nerve implants and brain-computer interfaces sit under the skin or inside the skull, so the companies that make them have to show something else: the scale of the device, the place it sits in the body, and the people it is meant for.

A few images recur across the category. Implants are often photographed held between fingertips or beside a coin or a key fob, to make their size legible. X-ray-style renders show thin leads running along a spine or curving toward a nerve, with the generator drawn as a small rounded shape. Patient pages tend to use calm portraits at home, on walks or with family, rather than hospital scenes.

Brain-computer interface start-ups lean in another direction: glowing renders of the brain, electrode arrays magnified many times over, and photographs of lab benches, engineers and surgical teams. Their audience includes investors and researchers as much as doctors, and the imagery often reads as a promise about the future rather than a product shot.

The category also has its own meeting places. Trade congresses such as the North American Neuromodulation Society (NANS) meeting, the International Neuromodulation Society (INS) congress and the Society for Neuroscience annual meeting are where companies show booths, posters and new hardware to clinicians and scientists. This guide sets out what can be checked about each company — founding, ownership, products and approvals as dated sources state them — and marks clearly what rests only on the company’s own word.

Two exchanges and a mission line.

BrainsWay is a public company. Its shares were listed on the Tel Aviv Stock Exchange, under the symbol BRIN, before it went to the United States; on 16 April 2019 it announced the pricing of an initial public offering of American Depositary Shares, which were expected to begin trading on the Nasdaq Global Market under the symbol BWAY the next day. It now describes itself as dual-listed on Nasdaq and the Tel Aviv exchange. Its chief executive, according to its website and its September 2025 announcement, is Hadar Levy.

Its brand language is written around mental health rather than hardware. Its stated vision is “to create a world where mental health is within reach for all,” and its mission line is “Boldly advancing neuroscience to improve health and transform lives.” It lists six values: creativity, optimism, leadership, teamwork, excellence and integrity. Its website is organised around conditions, provider support and a knowledge centre with webinars, videos and brochure downloads, and it runs a provider-finder for patients.

The brand also has more than one address. Besides its main English-language website, the NIH case study credits an image to an Israeli site, brainsway.co.il, and the company links to a separate portal, mybrainsway.com. Its own pages and press releases write the technology as Deep TMS, with a trademark sign, and the coils as H-Coils.

For a design guide, BrainsWay shows how a technology licensed from a government laboratory can become a brand of its own, carried by one coined term. Compare Neuronetics, another maker of TMS systems, and NeuroPace, another neurostimulation company. For this guide we use a deep indigo and a coil teal with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep BrainsWay’s identity on hand — save it to a board in the Made Good inspiration library.