Silicon Sentier, NUMA
2013
A name and a brand that stand for digital innovation : the start-up incubator kicks off

NUMA

Background

Launched in 2000, Silicon Sentier is an association which supports the growth of digital economy and start-ups and which contributes to the development of an innovative ecosystem in the French Ile-de-France region. Several projects were initiated at the end of 2000’s, bringing alive its mission : la Cantine (the Canteen) is the first French collaborative space dedicated to digital players, le Camping (the Campground) embodies a new form of start-up incubators. Late 2013, Silicon Sentier decided to switch to a more meaningful brand, in order to encourage even more French innovation and to give its actions an international visibility. This rebranding would come alive first in a new unique place at the centre of Paris, acting as a dynamic exchanges facilitator.

True vision

In partnership with Ogilvy Red and the Silicon Sentier team, CBA imagined a name that would translate this renewed ambition, and a brand universe that would express its power and commitment towards start-up or digital communities motivated by a project.

Creative expression

The chosen name is both simple and active, and connects the digital (« numérique » in French) and human dimension of the association and place : Numa. The logotype takes the shape of 4 powerful and impactful letters, which suggest perspectives, and symbolize open doors on innovation. Numa has been envisioned as a very visual and moving brand. It is animated by lively colours to express the vitality and diversity of start-up projects which the association hosts and supports, thus highlighting its partner and initiative accelerator roles.

Results

  • The grand opening took place on November 14, 2013 in Paris and generated more than 20 press articles.

  • Over 6 months, the site has proven to be attractive : around 600 events, 40 000 visitors.
  • The online traffic data show a strong interest from the public : 100K pageviews, 45K visites per month, among which 20% of international visits. 4900 likes Facebook, 28K followers Twitter on the 2 accounts (@numalive et @numaparis).
  • The partnerships with ever promising start-ups are increasing : +30% of applications to join the incubator and a couple of existing success-stories : Mesagraph, 1st French start-up to be bought by Twitter, Docktrackr purchase $10M in May 2014 by Intralinks, a $2.5M fundraise by Lima from Partech Ventures.
  • NUMA has become a unique concept of location and activities : the incubator activities are rebranded accordingly (NUMA Connect, Rise, Accelerate), and discussions have started to launch NUMA London, Berlin, Casablanca, …

NUMA won the Grand Prix Stratégies du Design 2014, as well as two other awards : Visual Identity (other categories) and Naming.

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