Project
Branding | Website design
Client Name
The RightWay Radiologists
Team Members
Aditya Sah, Aparajita Khandelwal, Sushant Ajnikar
Project details 1:
About the Client
RightWay is a radiology consulting firm working to improve diagnostic care in India’s Tier 2 and Tier 3 cities, places where access to specialised radiologists is limited and scan quality often falls short.
Founded by Dr. Piyush Saxena, a practising radiologist, RightWay supports diagnostic centres end-to-end. From expert reporting to equipment advice, staff training, and operational guidance, the company acts as both partner and mentor, bringing structure and accountability to a system that often lacks both. In a field where precision can be life-changing, RightWay is quietly raising the standard.
The Brief
When Dr Piyush came to us, the company was still known as KRAD. After two years of impactful work on the ground, it had built a strong reputation, but had no brand presence to show for it.
No logo. No website. No clear voice.
What Dr. Piyush needed wasn’t just design, it was a cohesive identity. Something that would reflect the reliability of the service, speak directly to diagnostic centre owners and clinicians, and build instant trust at every touchpoint.
The Process
Our first step was to dig into Dr Piyush’s story and his vision for raising the bar in radiology. He spoke about the widening gap in standards and the urgent need for mentorship, accountability, and clinical consistency. His goal was clear: to guide patients, doctors, and diagnostic centres toward better outcomes.
That clarity led us to the name RightWay — simple, directional, and honest, just like the brand itself.
The logo draws from the North Star and rising sun, symbols of guidance and new beginnings. Outward rays represent clarity and direction, the central needle signals precision, and the circular form reflects completeness and trust.
Working with How does IT matter.design was an exceptional experience. Wonderfully led by Sushant, and ably supported by Design Lead Aadi and Content Lead Aparajita, the team was much more than just an external design service. While crafting our story, pitch deck, and website for Rightway, they felt more like an in-house team, fully invested, deeply collaborative, and always receptive.
They truly listened, understood, designed and then redesigned, tirelessly and patiently, until I was 100% satisfied. The result was not just visually compelling, but strategically aligned with our vision.
A great team. Totally recommended.
Piyush Saxena, Founder, The Right Way
The Deliverables
We started from scratch, building the brand from the ground up. Here’s what we delivered:
- Naming: We landed on RightWay, a name that’s clear, memorable, and instantly trustworthy in the healthcare and diagnostics space. It sets the right tone for what the brand stands for.
- Visual & Verbal Identity: A clean, modern logo inspired by the North Star and rising sun, symbolising guidance, precision, and completeness. It’s paired with a calm, confident voice that speaks to doctors and partners with clarity, credibility, and zero jargon.
- Brand Book: A go-to guide that outlines the brand’s mission, values, voice, colours, and logo usage, helping every team member stay aligned as the company grows.
- Marketing Collateral: We created flyers that the team could easily share on WhatsApp to reach diagnostic centres with crisp, to-the-point messaging.
- Website: We launched a credible digital presence that reflects the company’s offerings and builds trust with potential partners and collaborators.
The Outcome
RightWay now has more than just a name; it has a clear, confident identity that reflects the integrity of its work.
With a website and ready-to-share flyers in hand, Dr. Piyush could finally focus on outreach. Instead of having to explain everything from scratch, he could point partners, labs, and collaborators to materials that spoke for themselves.
The branding gave the team language and tools they could use right away, on WhatsApp, in meetings, even during potential investor conversations. It made their work easier to understand and easier to trust.
And as RightWay grows, the brand book acts like a compass. Every new team member can now get quickly aligned with the company’s tone, values, and vision, without having to reinvent the wheel.
