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Secret Locations in Cape Cod and Islands

Athena

Topic

Financial Literacy

Audience

Women in College
 

Category

Advertising Campaign
 

Softwares Used

InDesign, Photoshop,
Illustrator, Figma, 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 enter the workforce. Resources need to be easily accessible to learn about expense management, investing, taxes, paying off student loans, and negotiating salary. They should be able to apply these financial skills to achieve financial independence. Research has proven that universities have higher enrollment by women, who may have less interest and/or understanding in finance compared to men.

Design Solution

By implementing targeted financial literacy programs, integrating personal finance education into college curriculum, and providing resources for practical application, women will be better equipped to navigate their financial futures. The brand concept "Athena" allows young women to see themselves in the image of the greek goddess of war and wisdom, who embodied rationality, strength, and tactic. The colors gold and white reflect Athena's attire, coupled with a luxury typeface. 

Anchor 1

1

Stationery Suite

2

Financial Planner

Athena Planner Mockup white bckgrd_.png
4 - The ATHENA Planner Mockup - Financial Values Worksheet.png
earn.png

3

Poster Advertisements

cccccc.png
Athena Poster 1.png
mockup_edited.jpg

4

Card Game

Financial Scenario Cards Mockup.png
Student Loan card.png
A.png
health insurance card.png
summer earnings card.png
A.png
roommates.png
saving card.png
A.png
inheritance card.png

5

Instagram Advertising

ATHENA Instagram Post4.png
ATHENA Instagram Post5.png
ATHENA Instagram Post.png
taylor insta post.png
rihannaaaa.png
broke piggy.png
piggy.png

6

Athena.org

Athena computer mockup.png

7

Animating the S&P 500 (Displayed in Library Financial Section)

Athena is the Greek goddess of wisdom and war, who embodies strategy, rationality, and tactics. We encourage undergraduate women to become an Athena with personal finance, and build their shield of financial protection as they navigate life's challenges.

athena suited up_edited.png

model: Lilly Rose Depp

Behind the Scenes

The campaign's creation process consisted of three phases: research, branding, and implementation. The following are slides pulled from the final pitch, selected for relevant context and research.
 

research chart.png
study.png
Demographic Profile.png
Success Story.png
Goals, Strategies, Tactics.png
Athena Final Presentation.png

A competitor organization includes Dow Janes, who also provide 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. 
 

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