COMPANY REBRAND
Summary
Entering a market dominated by well-funded multinationals, clear differentiation was critical to Oxa’s growth. Originating as a research-led spin-out from the University of Oxford, the company had limited brand foundations following its Series A round. As Marketing & PR lead, I spearheaded a full company rebrand to establish a distinctive market position, strengthen global recognition and support long-term commercial ambition.
Objectives
(1) Brand Reinvention: Create a clear, differentiated brand identity within a highly competitive global market
(2) Global Recognition: Build brand visibility and credibility beyond the UK
(3) Align Brand & Strategy: Ensure brand positioning supported both short-term growth and long-term strategy
Approach & Delivery
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Worked closely with the executive team to define a coherent go-to-market and brand strategy
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Led in-depth market, competitor and audience research to inform positioning
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Defined Oxa’s value proposition, mission, vision and core differentiators
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Developed detailed audience profiles to guide brand development and messaging
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Delivered a new brand identity, including logo, visuals, tone of voice and messaging framework
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Appointed and managed a PR agency, setting a clear roadmap for brand and media activity
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Launched a new corporate website and developed executive personal branding for key spokespeople
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Produced a full suite of digital and physical brand assets to ensure consistency across touchpoints
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Acted as brand guardian, supporting adoption and rollout across a team of ~100 employees
Outcomes & Impact
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Drove a significant increase in media coverage, including 25% growth in international recognition
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Supported the development of partnerships with leading customers and industry stakeholders
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Strengthened market readiness for autonomous vehicle deployment through clearer positioning
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Positioned the brand to successfully support a subsequent Series B investment round
