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GetThere DirectXYZ

GetThere, a B2B marketplace developer, came to us looking for a brand architecture for their suite of Internet-based travel products. They had three markets already developed, corporate travel, Internet portal travel services, and the mobile business traveler, and wanted an extendible nomenclature that would allow them to add new markets as they arose. It was also essential that the new names work when coupled with their corporate name.

Through our discovery phase and brainstorming sessions we quickly saw that the word "Direct" had what we were after. When traveling, everyone wants to GetThere Direct. The word implied not only efficient travel, but direct access to services anytime anywhere.

The solution was also short, to the point, and allowed a marketplace descriptor to be easily added. Thus GetThere was able to create an extendible, related family of products that each reinforce the power of their central brand.