Since 2019, Lemon Tree has partnered with DriveRisk (now Optix) to shape their Australian market presence and influence the global direction of the brand. What began as a localisation project evolved into a long-term strategic partnership spanning brand, product, education and full-funnel marketing.
Ahead of the 2023 global rebrand, we stepped in to lead the communications and brand transformation – defining the mission, messaging and identity that now underpins the business worldwide.
DriveRisk had a strong international footprint but lacked a clear, localised strategy to educate Australian fleet operators and build meaningful market share. As the brand grew, messaging became fragmented across regions, and the transition to Optix required a cohesive identity, purpose and communications framework that could unify the business globally.
Today, Optix stands as a trusted authority in driver safety, backed by a strong pipeline of demand, aligned global communications and a long-term strategic partnership built on trust and shared ambition.
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