When we first embarked on the journey to refresh the Oxx brand, we knew it wasn’t just about a new logo or website. It was about crafting a visual identity that reflects who we truly are as a firm and where we’re headed. A visual identity that matches our brand. As Head of Marketing at Oxx, I’ve had the privilege of steering this project, and I’d love to take you behind the scenes of the transformation—in a break from our regularly scheduled SaaS programming.
What a brand is, and why brands matter
Before diving into our visual brand refresh, let’s reflect on what a brand truly is. A common misconception is that branding is limited to visual elements—logos, colours, and typography. In reality, a brand is the sum of every interaction someone has with a company. It’s the trust built through consistent delivery, the emotions evoked by a thoughtful customer experience, and the story conveyed in the way a company communicates its purpose.
Visual identity plays a vital role as the outward expression of these values, but the real essence of a brand lies in the perceptions, beliefs, and relationships it fosters over time. A strong brand, therefore, goes beyond aesthetics—it’s the foundation of credibility, loyalty, and differentiation in the market.
From a VC perspective, brands matter because they’re strategic assets that drive trust, differentiation, and engagement with both founders and LPs. We don’t make snap decisions that can be undone a moment later. Every relationship we enter into—whether with a founder, LP, or co-investor—is long-term. As investors, we see firsthand how a strong brand can be a game-changer in attracting and retaining enduring partnerships.
Why we needed a new look
Oxx was founded in 2017 and has grown tremendously over the past few years. From deepening our partnerships with European B2B SaaS founders to expanding our team and launching new initiatives, we’ve evolved. We had built a strong brand and reputation. But as we scaled, it became clear that the visual expression of our brand—while rooted in trust, expertise, curiosity, and ambition—no longer fully captured the dynamism driving our work today.
Marketers are often accused of wanting to “do a rebrand” to leave their personal stamp on a company. That wasn’t the case here (though I’d be lying if I said it wasn’t exciting to influence our new look). Oxx had simply outgrown its visuals—the look had become asynchronous with who we are.
We needed a look and feel that matched our personality: boutique, analytical, collaborative, and deeply engaged. A look that suited the tech industry we focus on. Our old visual identity was solid but static. It didn’t fully reflect the sharpness of our insights, the energy of our team, or the meticulous care we put into every investment decision.
What we were keen to accomplish
At the core of this refresh was a simple but ambitious goal: to create a visual identity that speaks to both founders and LPs in a way that feels authentic, approachable, and distinctly Oxx. Importantly, we didn’t change our mission, strategy, team, positioning, messaging, or values. Those core pillars of Oxx remain the same. Instead, we sought a visual identity that sets us apart and clearly communicates who we are and what we stand for—a reflection of the brand we live in all other touchpoints.
For founders, we wanted to highlight our long-term partnership approach—that we’re more than investors; we’re collaborators who roll up our sleeves to solve complex challenges. For LPs, the goal was to underline the rigour and discipline behind our investment strategy, showcasing why Oxx is a steward of their capital they can trust.
Visually, we aimed for a clean, modern aesthetic that reflects our focus on clarity and precision. From a USP perspective, our core USP is our exceptional investment team—their sharp insights, perspectives, and knowledge are why founders and LPs choose to work with us. Another key USP is our founders and their stories. Our new visual identity was designed to give them space to shine.
As the main window to the world, the website needed to be as thoughtful as our investment thesis, balancing sleek design with the depth of information our audiences expect. While some firms treat their websites as business cards, we see ours as a showcase for the depth of our insights and a way to connect with our portfolio.
And here we are – our new visual identity launched!
Over the past year, alongside our brand agency Klingit, we dived deep into Oxx to capture the essence of our brand—and we finally put our finger on it (pun intended—fingerprints are a key part of the new look!). I’m not going to evaluate how we did (that’s up to you), but I encourage you to explore the new website. Learn about our team, the founders we work with, and our strategy. Dive into our toolkits, templates, and articles, where the team shares insights on everything from macro analysis to pure SaaS geekery, to GTM advice.
Updates Include:
- Logo: From minimalist to dynamic, featuring a diamond motif symbolising energy and unity.
- Typography: Bold Mukta paired with elegant Playfair Italic for headings and Open Sans for body text—modern and accessible.
- Colours: A richer palette including Charcoal Blue, Pale Beige, and vibrant accents like Blood Orange and Sunbeam.
- Graphics & Imagery: Organic, layered graphic shapes inspired by fingerprints, adding depth and a human touch. Warm, people-focused photography featuring our team and places connected to Oxx and our portfolio.
So, I’m happy to say—check us out! Above you can find the logo and colour examples, but to get the full experience, browse the website and see if you think we’ve succeeded in reflecting our brand visually. Also, If you’re interested in diving further into the world of branding, marketing in VC, or startups, let’s connect. I’m always up for a chat!
