Uplifting Hertfordshire’s female running community
Athena started out as a women’s running club but has grown to become much, much more. It’s evolved over time into a caring, confidence-building community that’s passionate about inclusivity. Based in St Albans, Athena is a place where like-minded women can learn to run together, making friends with others who are on their shared journey to become healthier and happier.
Athena’s members are ‘real’ women; a mix of ages, sizes and abilities who are empowered with support and motivation on their wellness journey. It’s a perfect partnership! Having well and truly outgrown their existing identity, Athena approached me for a new brand to embody their club motto ‘Believe, Achieve, Inspire’ — the inspiration behind their new creative direction.
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With big ambitions for the future and plans to expand, it was time for a rebrand to take Athena where it wanted to be.
The inspiring new look I created draws on Athena’s much-loved heritage by continuing to use wings – a symbol of freedom – as an emblem. The new styling has swash details (check out the A’s in the logo), resulting in a light, balanced logo that translates the brand’s feminine vibe perfectly. This subtle detail is carried through the entire brand to give continuity – from patterns to custom icon illustrations.
Then there’s the rest of the identity. A fresh colour palette conveys positivity, with energetic turquoise shades that inspire and spiritual purple hues to calm. The core brand typeface has gorgeous rounded details, complemented by a touch of handwritten typography to create a welcoming tone. Patterns and a sparkle texture communicate a sense of fun, adding an upbeat feel that makes the whole brand approachable.
To extend the visual system still further, I art-directed a photoshoot to build a library of genuine brand imagery that conveys the friendly Athena personality. Combined with a new suite of freshly-designed communication materials for their social media channels and events, the brand has been completely transformed.
The brand is positive, feminine and uplifting, with sparkle and glow... just like Athena. The stand-out visual identity tells an inspiring brand story, creates a deeper emotional connection with the target audience and can evolve with them. Personally, I can’t wait to see where Athena goes from here (hopefully to my town, so I can be part of their tribe)!
Sectors
Health + fitness, wellbeing, lifestyle
Services
Brand identity
Photoshoot art direction
Print design
Digital design
Project team
Creative direction: Andrea Boughton
Photography: Alison Burrows
“High-fives all round! Andrea offered a complete package, nothing was left out. She helped to identify our key values and directed us towards a clear brand image which reflected these.
Throughout the whole process Andrea was easy to work with and provided feedback and ideas promptly. We loved that she listened to our thoughts and went away to tweak the designs until we were 100% happy with them, explaining why she had chosen certain designs to reflect different aspects of the company. Andrea has exceeded our expectations.”
— Katie Foweraker, Founder, Athena
