Optix Australia
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.
The Challenge
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.
The Outcome
Australia became the flagship region for the organisation, with our local strategy, messaging and product positioning adopted across other markets. The Optix rebrand established a clear mission - bringing every road user home safely - and delivered a unified global identity supported by new digital platforms, product launches and ongoing education programs.
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.
