Otto
Reclaiming Freedom
Opportunity
The automotive industry is undergoing one of its most disruptive shifts in decades. Ride hailing, car sharing and autonomous vehicles are reshaping consumer expectations, while the global pandemic has accelerated a move away from long-term commitments. Traditional ownership models now feel burdensome, weighed down by costs, insurance and maintenance. Against this backdrop, a group of entrepreneurs set out to reimagine mobility. Their ambition was to create a service that challenged conventions and restored the sense of freedom once synonymous with driving. They turned to Ochre to help define and launch this bold new venture.
Solution
The solution was Otto, an app-based subscription platform that connects people to an endless choice of vehicles. Positioned as the AirBnB of mobility, Otto disrupts conventional purchase, lease and rental models with a seamless digital experience that unites vendors and subscribers. At the heart of the brand is the idea of freedom, giving people back control and flexibility in how they move. We developed the strategy, naming and identity, capturing a crisp and bold visual language that reflects Otto’s disruptive spirit. To complete the experience, we designed the UX, UI and user flows for the app and website, ensuring the service felt effortless from the first click.
Result
Otto launched with impact, quickly gaining traction and validating the appetite for an alternative to ownership. Early adopters have responded positively to its simplicity, choice and flexibility, echoing the consumer insights that guided its creation. The brand now stands as a credible challenger in the mobility sector, with a distinctive identity built to grow in step with a rapidly evolving industry. Otto is more than a service; it is a symbol of a new era in how people experience cars.
