Germany: Berlin-based short-term rental tech provider and driver of the commercial living asset class, COSI Group, has unveiled its new international corporate brand – NUMA.
The brand strategy was developed with London-based design agency KOTO, which had previously worked with global clients including Airbnb, Uber and Nike.
NUMA has also adapted new brand language based around four key principles that it believes represents the company to its growing traveller base: “Undeniably personal”; “Unquestionably confident”; “Unusually simple”; and “Unlike other stars”.
Inga Svinhufvud Laudiero, chief creative officer and co-founder of NUMA Group, said: “Under the guiding principle ‘Bring Some Soul to Travel’, we have created a new overall brand experience with NUMA on all channels and across all touchpoints. In a world of buttoned up, faceless hotels, we’re building a new way.
“We’re replacing the unnecessary fuss with simplicity and delight. Stirring technology and taste together in the world’s greatest neighbourhoods, we create stays that are unashamedly original, and that match how people feel when they travel,” she added.
The brand renaming marks the latest milestone in the company’s growth trajectory, having recently acquired Spanish property management firm Friendly Rentals and secured €20 million in investment in March.
Focusing particularly on hotels and commercial properties in central locations in major European cities, NUMA is targeting “lively” neighbourhoods in domestic markets in Germany and Austria, as well as in Madrid and Barcelona in Spain. The company added that it was also in “advanced negotiations” on further international projects.
NUMA is backed by real estate group SORAVIA, technology funds e.Ventures and Cherry Ventures, and more than 30 technology entrepreneurs.
