Oxa – Autonomous vehicle software

Oxa develops autonomous driving software enabling self-driving vehicles across multiple industries. Formerly Oxbotica, the company was entering a pivotal stage of growth – expanding into North America and preparing for significant investment.

The brand needed to reflect its central ambition – changing the way the earth moves – and signal leadership within a rapidly advancing sector.

Challenge
Although a new name had been established, the initial identity direction did not fully capture the distinctiveness or premium positioning required of a global autonomous technology company.

The brief extended beyond implementation. The opportunity was to redefine the identity – creating something ownable, usable and aligned with Oxa’s ambition. The new brand needed to resonate with enterprise partners, investors and international audiences, while supporting expansion into North America.

Approach
Working directly with the leadership team, I challenged early visual decisions and redirected the identity towards a more distinctive and premium position.

Elements of the existing visual language were retained – including circular geometry referencing movement and systems – but refined into a more disciplined and confident expression.

Speed and clarity were essential. The identity had to be defined and delivered in time to support key investment milestones, the opening of the Toronto office and a major brand launch.

Solution
A cohesive identity system was developed and rolled out across:

– Brand guidelines and brand book
– Vehicle livery across existing and partner fleets
– Environmental graphics for Oxford and Toronto offices
– Test site applications at Culham
– Creative direction of external agencies delivering the website and brand films
– Ongoing brand guidance for internal marketing teams and design partners
– Brand launch at Google HQ

The result was a confident and distinctive brand presence aligned with Oxa’s technological leadership.

Outcome
The redefined identity supported Oxa at a pivotal stage of growth, including international expansion and a $140 million Series C investment. It established a more distinctive and ownable brand identity – aligning leadership and positioning the company confidently within the autonomous vehicle sector.