Laterooms.com is a hotel booking service which offers rooms at late availability at discounted rates. The system is based on the idea that someone is waiting up for you – literally a late-room. The brand needed to be friendly, straight forward and demonstrate travel which was achieved through simple graphics, a bit 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 (after rebrand). Credit:Paul Barlow, L&Co.