As a pioneer in the social enterprise segment in Malaysia, Athena champions the cause of girls and young women, in particular in the area of menstrual health. The brand refresh exercise with Brand Geeks Inc started with strengthening the link between Athena’s reusable sanitary products with its larger objective of girls’ empowerment in line with the United Nation’s Sustainable Development Goals.
This articulation of Athena’s brand promise led it to reposition as Athena Empowers incorporating copywriting and imagery highlighting its girl empowerment purpose. In addition to refining its brand logo and developing a complete brand identity system around it, Brand Geeks Inc developed a number of marketing collateral including posters, infographics and explainer videos to help promote Athena Empowers. This helped them engage with their audience about their product and their cause especially when issues related to girl empowerment arise in the public domain.