Oxon / How a next-generation truck-battery startup set out to cut a category's waste, backed by a brand as credible as the engineering.

View of an elevator interior leading to a garage with a large truck parked outside, visible through the open elevator door. The elevator has metallic walls and modern lighting. There is a bright advertisement on the elevator wall showing a blue truck and text that reads "On-time delivery starts here" in yellow.
View of an elevator interior leading to a garage with a large truck parked outside, visible through the open elevator door. The elevator has metallic walls and modern lighting. There is a bright advertisement on the elevator wall showing a blue truck and text that reads "On-time delivery starts here" in yellow.
A scientific or electronic device with multiple colored circuit boards and components, suspended against a black background.
A scientific or electronic device with multiple colored circuit boards and components, suspended against a black background.
A bright yellow and green sticker with a smiley face and the word 'UOXO' repeated upside down, placed on a white piece of paper with black text and a small animal logo, on a black background.
A bright yellow and green sticker with a smiley face and the word 'UOXO' repeated upside down, placed on a white piece of paper with black text and a small animal logo, on a black background.
Billboard showing a red semi-truck driving at night with the tagline 'On-time delivery starts here.' and the company logo 'OXON' in neon green, against a backdrop of mountains and a dark blue sky.
A cardboard box with a black and gray logo on the side, secured with bright yellow-green tape that has black text and logo. The box is placed on a gray surface with part of the shadow visible.
A cardboard box with a black and gray logo on the side, secured with bright yellow-green tape that has black text and logo. The box is placed on a gray surface with part of the shadow visible.
Business card for Mike Fritz, Chief Executive Officer at oxonpower.com, with the oxon logo featuring a stylized animal head.
Business card for Mike Fritz, Chief Executive Officer at oxonpower.com, with the oxon logo featuring a stylized animal head.
A person uses a stylus to interact with a digital tablet displaying a virtual control panel for starting a truck engine, with text that reads 'Start your truck. Every time.'
A futuristic smartphone mounted on a robotic stand, displaying text about patents filed and granted for Oxon, with highlighted years 2018, 2020, 2024, and 2026, against a black background.
A futuristic smartphone mounted on a robotic stand, displaying text about patents filed and granted for Oxon, with highlighted years 2018, 2020, 2024, and 2026, against a black background.
Digital advertisement in an elevator showing a semi-truck and the text 'On-time delivery starts here' in bright yellow.
Digital advertisement in an elevator showing a semi-truck and the text 'On-time delivery starts here' in bright yellow.

Project Information

Stage

Pre-Launch

Industry

Technology
Manufacturing

Services

Naming Sprint
Brand Sprint
Website Sprint
Content Sprint

Impact Points

Environmental Improvement

  • As a B Corp, Odd Notion only partners with founders building products that benefit people and planet. We sort that commitment into three tiers:

    • Measured impact — brands with verified, certified outcomes, like a fellow B Corp.

    • Unmeasured impact — brands doing real good that haven't yet quantified it.

    • Do no harm — brands we're proud to build because of how they operate; we don't work with industries like tobacco or fossil fuels.


    Oxon sits in our unmeasured-impact tier, and the impact is environmental. Lead-acid batteries are one of the most damaging products on the road at end of life: lead is acutely toxic, and mining, smelting, and recycling these batteries release it into air, soil, and water. The recycling stream is the most dangerous part — research estimates that unsafe, informal battery recycling accounts for roughly a third of all lead exposure in low- and middle-income countries, and that nearly half of used batteries end up in unregulated facilities.

    A single semi-truck runs four lead-acid batteries, replaced every 18–24 months. HyperStart counters that churn on two fronts: it replaces one battery with a unit engineered to last 5+ years, and by taking over starting duties it eases the load on the remaining batteries so they last longer too. Fewer batteries cycled through means fewer entering that toxic waste stream. The benefit is designed into the product — it simply hasn't been formally measured across a fleet yet.

Situation

Oxon is building a next-generation replacement for the truck battery — the HyperStart™, a drop-in unit that keeps semi-trucks starting reliably in any condition and ends the downtime and cost of outdated power systems. The ambition is large: to become the new standard for truck starting power, growing from used-truck buyers and sellers to the maintenance managers of large fleets across the country and, eventually, the world. After years of engineering and patents, Oxon needed a brand that could earn trust in an industry that runs on proof.

Problem

Truck power is a category defined by low expectations. Lead-acid batteries degrade fast, struggle in the cold, and are forced to handle both engine starts and overnight "hotel" loads — so failure is common and downtime is simply tolerated. Oxon had a genuinely better product, but in a market full of spec sheets and bravado, a better battery isn't enough. Without a clear, credible voice and identity, its innovation risked sounding like more hype in a category that's heard it all — and the trucking world is conservative, slow to change, and wary of anything billed as "disruptive."

Solution

We ran a Brand Sprint, a Website Sprint, and a 3D Prototyping Sprint to position Oxon as the reliable alternative to the status quo — not a risky reinvention. We reframed the category's perceptions: from "built for replacement" to built for longevity, from "downtime expected" to problems prevented before they happen. We defined a voice that earns trust through proof rather than promises (reliable, confident, clear, progressive, straightforward), built message pillars around Reliability, Smarter Systems, and Fleet Availability, and developed a distinct identity — deliberately avoiding the black-and-red battery clichés — that reads as modern and high-tech without losing its heavy-duty credibility. Photoreal 3D product renders let the product lead the story, and a clean, product-first website brought it all together. The positioning landed in clear taglines: On-time delivery starts here for the company, and Start your truck. Every time. for the HyperStart™ product.

Credits

Strategy: Eleazar Ruiz
Creative Direction: Eleazar Ruiz
Graphic Design: Eleazar Ruiz
Interactive Design: Eleazar Ruiz
Tone & Voice: Alexa Sibberson
3D: Matt Gilbert
Motion Design: Greg Stewart

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