Conferences for Women
Unifying a 25-year-old collective of regional events under one bespoke, national identity.
Deliverables
More than just parts of a whole, Conferences for Women (CFW) is a national brand with four state-level chapters in Pennsylvania, Texas, California, and Massachusetts. CFW works to accelerate leadership, career growth, and wellbeing for professionals across the country.
Elevating Awareness
Looking to unify and modernize across disjointed conferences identities, CFW approached us to bring their brand into a universal, professional look that still maintained the warmth and inviting energy of their events and content offerings. They challenged us to bring their four regional brands and acclaimed virtual event under a cohesive, systematic identity that moves seamlessly from local to national audiences.
Massachusetts Conference for Women, 2025. Marla Aufmuth, Getty Photography
Power in Unity: The Branded House Approach
To establish key directives for the brand refresh, we conducted stakeholder interviews with the board of directors, distilling their feedback into a strategic process that introduces a refreshed brand system with enough flexibility to accommodate future growth.
We created a custom script monogram for the parent brand aimed at capturing the collective wisdom and strong, feminine-forward energy of the nationwide CFW community. The lowercase "f" in the middle softens the logomark, serving as a loose interpretation of the female symbol.
Massachusetts Conference for Women, 2025. Marla Aufmuth, Getty Photography
Athenafoundbeautifulwaystoestablishatruenationalpresencewhileretainingtheuniquecharacteristicsofeachregion.Theirteamistopnotch.Theylisten,theysharevaluableinsights,andultimatelytheyhandedussomethingwecanfeelreallyproudof.
— Jess Black, Executive Director Conferences for Women
Coming Together
To further brand consistency and clarity, we consolidated all CFW's existing regional and national websites into a single, newly designed site that fully reflects the updated brand. This new site now functions as a central hub of information, housing a library of resources.
Strategic UX/UI components and rigorous quality and accessibility testing make navigation intuitive and seamless—so whether visitors are reading the latest blog or learning more about CFW's mission, the experience feels effortless yet energetic.
WethoroughlyenjoyedthecreativeprocesswithAthena.Creatinganew,modern,refinedbrandforournationalnetworkofconferencesandourcommunityasawholeforthefirsttimeinnearly25yearswasquitetheendeavor.
— Jess Black, Executive Director Conferences for Women
