Challenge
Athena was operating in a technical category that was changing quickly. The identity needed enough character to build recognition without getting in the way of dense product and research content.
My contribution
I designed and evolved the visual direction across brand, web, product UI, 3D motion, presentations, social content and the State of AI Search reports.
Key design decision
Use two levels of expression. Campaign and editorial work could be more graphic; product and technical pages became quieter so information stayed primary.
Result
The same direction stretched across product views, campaigns, reports and web pages without needing a new visual approach for every format.
Product UI, campaign modules and editorial work developed across the engagement.
Product views
Core platform flows, data views, action centre and responsive states.Campaign modules
27 industry, 11 comparison and 10 authority modules built from reusable patterns.Editorial pages
State of AI Search 2026, including rankings, methodology, data and analysis.
Recognition
Violet became the strongest brand signal, supported by functional accents for data, citations and comparison states.
Typography
More expressive type carries campaigns and editorial moments. Quieter supporting type handles product UI and longer reading.
Range
The identity gets louder when attention is the goal and steps back when information needs to lead.
Recognition
Violet became the strongest brand signal, supported by functional accents for data, citations and comparison states.
Typography
More expressive type carries campaigns and editorial moments. Quieter supporting type handles product UI and longer reading.
Range
The identity gets louder when attention is the goal and steps back when information needs to lead.
Let’s talk about the work.
Want to discuss AthenaHQ or a related challenge? Send me a note.
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