Outsourcing giant Capita will today launch its latest travel management service, with a visual identity and branding created by R&D&Co.
Ooto, or ‘Out of the Office’ will be shown for the first time today to both consumer and business-to-business audiences at the Business Travel Show, Earls Court, London SW1.
R&D&Co creative director Rob Andrews explains that the service is the result of Capita Business Services’ latest round of acquisitions, which gave it access to a number of travel product technologies and systems.
Capita has combined these to create Ooto, a one-stop on-line shop for transport, accommodation and travel booking.
The name, based on the e-mail acronym ‘Out of the Office’, is one that Andrews hopes will take on the actual meaning of the service.
‘Normally with travel management companies, you can only make it profitable when booking long-haul journeys, but Capita has bundled together all these technologies in a way that creates a single point of reference that is an attractive proposition for small companies, as well as big ones,’ says Andrews.
The consultancy was invited to work on the project, having reshaped and rebranded one of Capita’s previous acquisitions, Lonsdale Travel, into its portfolio last year.
R&D&Co was given a tight brief to create a name and brand that would have a broad appeal, to both consumer and business. It was given just 12 weeks to turn the project around.
Andrews says, ‘One of the challenges was finding a way to make sense of the five different products, and give it more consumer appeal. The idea was to create a recognisable system that would be simple to implement. What we’ve created is bright geometric basic elements that can link to make patterns, or can be animated. The whole process was very instinctive.’