Brand style guidelines
Photography art direction
Athena started out as a running group in St Albans. Since then, it’s grown to much more than that. It’s the go-to place where like-minded women not only learn to run, but also make new friends and improve their wellbeing. It’s become a confidence-building community for ladies who share a mission to be healthier and happier.
Athena’s members are ‘real’ women, a complete mix of ages, sizes and abilities. These ladies are on a wellness journey and crave the headspace that running provides, but need inspiration and support to motivate them along the way. It’s the perfect partnership – Athena is driven by inclusivity and genuinely cares about its ladies. Whilst running is currently at its heart, Athena is passionate about women’s overall wellbeing and has plans to expand in this area. The club motto ‘Believe, Achieve, Inspire’ encompasses what the brand stands for — empowerment.
BRAND design DIRECTION
Athena approached me having well and truly outgrown their existing identity. With big ambitions for the future, it was high time for a refresh to take the brand where it wanted to be. Strategically, it was clear the new identity needed to tell an inspiring brand story that communicates Athena’s vision and creates an emotional connection with their ladies.
With this in mind, the rebrand draws on Athena’s heritage by continuing to use wings – a symbol of freedom – as an emblem. New styling has custom swash details (check out the A’s in the logo), resulting in a light, balanced logo that translates Athena’s feminine vibe perfectly. This subtle detail is carried through the entire brand for continuity – from patterns to custom icon illustrations. As for the rest of the identity, a fresh colour palette conveys positivity; energetic turquoise tones inspire, while spiritual purple hues calm. The simple typography has gorgeous rounded details, that, with a touch of handwritten type, create a look that feels welcoming and stylish. Bespoke patterns and a sparkle texture communicate a sense of fun and playfulness that make the whole brand feel approachable. To extend the visual system further, I art directed a photo shoot to build a library of genuine brand imagery that conveys the friendly Athena personality.
The overall brand aesthetic is positive, feminine and uplifting, with sparkle and glow... just like Athena. Using the new look, I designed a suite of branded collateral that has completely transformed the brand. Their website was designed in-house – view it here. This is a standout identity that can evolve with the brand – I can’t wait to see where they go from here!
Brand photography by Alison Burrows