Secret Locations in Cape Cod and Islands
Athena
Topic
Financial Literacy
Audience
Women in College
Category
Advertising Campaign
Softwares Used
InDesign, Photoshop,
Illustrator, WIX, After Effects
Problem
A lack of financial literacy in undergraduates impacts their financial stability after graduation. While well-versed in liberal arts or science, non-business majors lack the essential financial knowledge needed as they graduate and enter the workforce. Resources need to be easily accessible. Based on recent data, universities have higher enrollment by women, who have shown less interest and/or understanding in finance compared to men.
Design Solution
By implementing targeted financial literacy programs,
integrating education resources into college environments,
and providing mentorship, college women will be better equipped
to navigate their financial futures. The brand concept "Athena" allows university women to see themselves in the image of the Greek goddess of war and wisdom, who embodied rationality, strength, and tactics. The colors gold and white reflect Athena's attire, along with a luxury typeface, evoking a brand that reflects wealth and prosperity.
Research: Target Audience and Market Competition
A competitor organization Dow Janes also provides financial literacy courses and coaching targeted towards women. Athena targets undergraduate women, aiming to address the root problem rather than cleaning up an already-developed mess.
Campaign Design System
ABCDEFGHIJK
LMNOPQRSTU
VWXYZ
Luxia Display by Andrew Herndon
abcdefghijklmnopqrstuvwxyz
Cormorant by Christian Thalmann
abcdefghijklmnopqrstuvwxyz
#E5F5BD
Pale Green
#8C691E
Golden Brown
#C29B31
Athena's Shield
#FFFFFF
White
Montserrat by Julieta Ulvanovsky
Logo Design
Original Illustration Elements
Final Campaign
Stationery Suite: Letterhead, Envelope, and Business Card
Print Collateral: Financial Planner
.png)
Print Collateral: 11x17 Posters
.png)
.png)
click to enlarge
Environmental Graphic: Local Advertisement
Merchandise: Card Game
$1000
Social Media
Motion Graphics
Visit Athena.org
to start.
Merchandise: Athena Shield Coin Necklace
Athena is the Greek goddess of wisdom and war.
The brand ATHENA encourages undergraduate
women to become an Athena in personal finance,
and build their shield of financial protection as
they navigate life's challenges.​
