Transforming from a Startup to a Brand through Design
Our Solution
How we helped a Leading consortium develop a cutting edge Dental X-ray machine
The Result
A design that opened up Global Markets to an Indian Med Tech startup
Services
Concept Development
Enclosure Design
Prototype Engineering
Materials Selection
Design for Manufacturing
The Story
Skanray: From Startup to Global Contender
Founded in 2007 in Bengaluru by five seasoned ex-GE medical technology engineers, Skanray spent its early years building engineering muscle and manufacturing credibility. By 2012, the firm was launching new imaging systems and expanding its international presence, steadily transforming into a formidable MedTech brand.
When Skanray set out to create affordable, world-class imaging systems, they realized that strong engineering alone wasn’t enough—it also demanded a design that was memorable and persuasive.
THE CHALLENGE
Differentiating in a Market of Lookalikes
At about one year into their journey, Skanray was ready to enter the dental X-ray segment—a field dominated by established giants like Dentsply Sirona, Planmeca, Carestream Dental, Danaher (including Envista’s brands like KaVo and PaloDEx), Vatech, Align Technology, Air Techniques, and Acteon.
Nearly every product at that level looked the same—boxed-in, recycled Scandinavian or North American designs. Competing purely on technology risked making Skanray just another name in the catalog. They needed a product identity that made them feel global and credible from the first glance.
OUR APPROACH
Brand First, Technology Always
At BangDesign*We believe technology can be copied, but brands cannot. So our strategy was to let design do the heavy lifting.
- We broke free from the stereotypical medical-equipment box, crafting instead a form that looked lighter, fluid, and unexpectedly approachable.
- Using PTC Creo Parametric and ISDX, we sculpted surfaces that evoked a strong sensorial reaction.Forms people instinctively wanted to reach out and touch.
- The glossy white plastic—a medical favorite—was refined to feel like fluid porcelain under light: clean, clinical, premium. It gave the product a presence that felt high-end and hygienic. Perfect for modern clinics.
- Forms were subtly influenced by dental imagery; curves that felt familiar, precise, and clean—enhancing both aesthetic and functional appeal.
- We didn’t stop at CAD: we delivered both manufacturable 3D models and photorealistic renders—ready to support engineering and marketing simultaneously.
The goal was clear: make a dental X-ray unit that looks as globally competitive as it performs.
THE OUTCOME
Export Orders from Renderings Alone
Even before a single unit came off the production line, Skanray’s clean, sophisticated renderings helped them secure their first international export order.
But the impact went deeper. The design gave Skanray legitimacy in a crowded market. It told practitioners, “this is on par with global leaders,” but not at the foreign premium—something that mattered to clinics balancing quality and cost. For a budding MedTech brand, that kind of credibility can be transformational.
What We Learned
Design as Market Entry Strategy
This project reaffirmed our belief: design isn’t just decoration,it’s strategic market entry. For Skanray, thoughtful industrial design didn’t just carve out a form; it unlocked global markets, built early brand equity, and transformed engineering capability into a story people could invest in.