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 personal finance 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 tactic. The colors gold and white reflect Athena's attire, coupled with a luxury typeface like that of brands reflecting wealth and prosperity.
Research
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.
Visual Identity
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Final Campaign
Stationery Suite: Letterhead, Envelope, and Business Card
Financial Planner
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11 x 17" Poster Advertisements
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click to enlarge
Advertisement Example
Card Game
Instagram Ad
Athena.org
Visit Athena.org
to start.
Motion Graphics
Merchandise: The ATHENA Shield Coin Necklace
Athena is the greek goddess of wisdom and war, who embodied strength, rationality, and tactic. We encourage univeristy women to become an Athena in finance, and build a shield of financial protection as they navigate life's challenges.
