Reclaiming Freedom


The automotive industry is heading for a change and the wheels are already in motion. New to market initiatives like Ride Hailing, Car Sharing and Autonomous Vehicles are drastically changing the current and future consumer mindset which in turn is adversely impacting sales across the automotive industry. This is further magnified by the global pandemic which in turn will shift the consumer away from longer term commitments. In short, the automotive space is becoming increasingly challenging for both the vendor and the consumer.
An ambitious group of entrepreneurs set out to disrupt this industry by challenging conventions and reached out to Ochre to help them on their journey.


Otto is an app based subscription service connecting people to an endless selection of vehicles. It challenges conventional automotive purchase, rental and leasing models with a digital platform that seamlessly connects vendors and subscribers for an unmatched customer experience. It can be best described as the AirBnB of the automotive industry.

We started with a deep dive into the overall business idea and helped to create a brand positioning and name that represents the disruptive and customer centric approach of the product. Our central idea evolved around the notion of giving people back a sense of freedom, the fundamental thing a car once stood for. A privilege that has vanished through conventional car ownership models and the burden they bring through cost, insurances, fees and the general maintenance.
It became clear that the visual identity not only had to be crisp and bold but also convey the disruptive spirit of the product.
We subsequently developed the UX/UI and user flows of the app and website.


Otto has officially launched earlier this year. Since then, it has gained significant traction, demonstrating a strong market demand for an alternative to traditional car ownership and rental models. Feedback from our users indicates a high level of satisfaction with Otto’s innovative approach, underscoring the initial consumer research that highlighted a readiness for such a service.