RightWay
RightWay is a radiology startup on a mission to improve access and accuracy in diagnostic services across India. Before the rebrand, they'd already been quietly serving diagnostic partners for over two years—but with zero external identity.
The Brief
When I joined the project, RightWay wasn't even called RightWay. The brand was operating under the name KRAD, with no identity, no communication system, and no external-facing assets. Despite the solid work happening behind the scenes, there was nothing outwardly visible to reflect it. The ask: to build a brand that feels credible to doctors, diagnostic centre partners, and potential hires.
The Process
• Naming the Brand: I began by digging into the founder's vision. His goal was simple but powerful: to help people find the right path in diagnostics. That clarity became our name—RightWay. It's straightforward, trustworthy, and immediately feels at home in a healthcare context.
• Crafting the Identity: Working closely with the design team, we shaped a clean, professional brand identity rooted in clinical precision. The logo—a rising sun—symbolised clarity and direction. We also built a calm, confident brand voice and a brand book that gave the team a clear guide to follow.
• Bringing the Brand to Life: We created WhatsApp-friendly flyers for quick partner outreach, a website that builds trust in seconds, and a suite of digital assets that gave the brand polish and presence.
• Kickstarting Social Media: To get things rolling online, I developed the initial strategy, creatives, and captions for LinkedIn and Instagram—setting the tone for how RightWay shows up publicly.
The Outcome
RightWay transformed from a behind-the-scenes operator to a confident, credible brand with a clear identity and voice. The new name and visuals sparked internal pride and external recognition. Partner outreach became smoother, hiring got easier, and for the first time, the brand felt seen.
This project was executed in collaboration with HowDoesItMatter.design.