Rumi: Room to Belong

Trondheim Vandrerhjem is part of Sit, the student welfare organisation serving approximately 46,000 students across Gjøvik, Ålesund and Trondheim. As part of a broader strategy project for Sit, we were asked to take a closer look at one of their sub-brands: Trondheim Vandrerhjem. The goal was to give the hostel a new name, a new logo and a visual identity that could be applied across both digital and physical touchpoints. Under the new name Rumi, built on associations with the word “roomie”, we developed a visual brand around the concept “Room to belong”.

Sit continuously works to develop its housing offering to meet the needs of future students. Trondheim Vandrerhjem AS differs from Sit's traditional housing services by operating as a hostel with short-term rentals. The challenge was to create an identity that stands out from other accommodation providers in Trondheim and sheds the outdated “youth hostel” stigma. We wanted to attract a customer segment looking for more than just a cheap place to sleep, with a focus on experiences, community and unique offerings.

With the concept “Room to belong” as our foundation, we worked to craft a brand story that communicated warmth, belonging and inclusivity. Rumi was designed to appeal to modern wanderers, from digital nomads and adventurers to budget travellers and people looking for a new place to call home. We wanted to create a space where it’s easy to connect with new people, while still having room to retreat to a safe and welcoming environment.

The visual direction for Rumi was designed to reflect the brand's values. The logo captures the essence of Rumi: a safe, playful and modern place with room for everyone. We developed a colour palette and typography that create a personal and playful expression, suited for both digital and physical surfaces. Illustrations and graphic elements were designed to add creativity and a sense of fun, making Rumi easily recognisable.

We placed great emphasis on creating an atmosphere that encourages social interaction. The common areas are informal and cosy, with activities that bring guests together naturally. At the same time, the physical space is modern and personal, with a consistent thread that ties the brand identity to the interior. Efficient operations and smooth routines are also key to ensuring a seamless guest experience, and we are working to automate the booking process with new digital solutions.

Rumi represents a new kind of accommodation in Trondheim, one that offers unique experiences and a strong sense of community. Our work with Sit is ongoing, with a focus on strengthening their brand architecture and communication strategy to meet future needs and challenges. Through our collaboration, we have helped redefine what a hostel can be, and created a place where modern travellers can feel at home.