A rebrand which reflected leadership in the competitive online hotel booking sector. The service offers rooms at late availability at discounted rates, the logo and system clearly visualise this point of difference. The identity is based on the simple idea that someone is waiting up for you – literally a late-room. The logo is a room with the light on, while the system expands to show foreign lands where a range of hotel rooms are waiting – these illustrations are used to ‘welcome’ the online viewer. The brand needed to be friendly, welcoming and easy to use, which was achieved through the simple graphics, sense of fun and good web functionality (for the time). Results included an improved hit rate of 50% and the business was sold in 2006 for £100 million (following the rebrand). Created at L&Co brand agency.

TASK: Logo, brand system, website.