Too much of a good thing

Capita Business Travel have technology coming out of their ears. The best online systems to book trains, to book hotels, to book flights, even to book conferences and meetings. But each was created separately and consequently was branded differently. We were asked to pull everything together and to name and design the identity for a single, unified online product brand.            

Why the funny name?

The name had to press a lot of buttons. Be friendly, be a little bit webby and techie, be descriptive of the service, be expandable, be registrable (especially as a dotcom). We set ourselves the added challenge that it should be verb-able too, as a way of creating a sense of customer ownership and loyalty and sector leadership - just like Hoover, Google and Xerox.

Ooto is all of those things. It comes from chat room slang for Out of the Office, making it simultaneously techie and descriptive of service. But better than that, it sounds cute. And cute things are both approachable and memorable. Which after all is the purpose of any brand.