Alexander Glenny Design - Athena Agency

Athena Agency, A Contemporary Odyssey

Client: Athena Agency, AU
Services: Branding, visual identity, web design,
web development & additional collateral
Year: 2020

* As of 2022, Athena Agency has merged with
Proxy Agency.

Athena Agency is the pride and joy of Paul Hillman, a music producer, artist and staple of Sydney’s arts and entertainment industries. Having developed close relationships with fellow artists from across the region, Athena was formed as a way to strengthen those bonds and help nurture artists in their creative endeavours.

A strong, close knit family forged through diversity was always going to leave its unique mark on history.

With the agency named after the goddess of wisdom, strategy and who is portrayed as the companion of heroes, the branding sought to replicate the historical depth and the story driven nature of Athena. Drawing on elements of Greek mythology, mosaic art and the four temperaments theory (for human personality types, also derived from Greek history through Hippocrates), the iconography of the logomark represents the inclusive, diverse and all encompassing roster they are proud to represent. The sturdy composition of the logo also depicts the reliable foundation Athena Agency provides for its artists.

By contrasting a solid neutral palette with a high energy blood orange, Athena stands out from the crowd and shows off its adventurous side—both in the journey artist and manager embark on together as well as the unlimited creative potential these talented musicians possess. The use of Athena herself as a secondary brand mark also allowed the agency to 'put a face to the name' and reiterate the people driven nature of the brand.

To emphasise the rich tapestry of experience Paul imbues Athena Agency with, a single line runs down the centre of the website which not only connects each element of the page as a part of the same, singular structure but also invokes the appearance of a timeline which ties back to the initial historical influences.