Conferences for Women
Unifying a 25-year-old collective of regional events under one bespoke, national identity.
Deliverables
Massachusetts Conference for Women, 2025. Marla Aufmuth, Getty Photography
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
Our first task was to complete stakeholder interviews. These conversations underscored the need for a design system that was not only scalable, but also flexible enough to grow with the organization.
With this in mind, we created a design ecosystem built for consistency. The new CFW logo, which balances strength and softness, can stand independently to represent the national brand or be paired with regional design elements. To preserve the personality of each regional event, we developed tailored color combinations and state symbols that ensure every chapter feels connected yet distinctly its own.
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
2025 Conferences. Marla Aufmuth, Getty Photography
