Established in 1986, Optron originally served South African markets as a specialist geomatics company whose business evolved to include the focus areas of machine control/guidance systems and telematics. A growing global presence and US public listing drove the need for redevelopment of the corporate image.

Optron asked Origin Brand Consultants to develop a new corporate name which would be able to accommodate the vision of being the world’s leading provider of innovative location-based IT services and solutions.

Combining elements of ‘astral’ and ‘strata’, the somewhat futuristic-sounding new identity Astrata is both category-distinctive and simply communicated worldwide.