Athena Institute


To remain viable, the Athena Institute, North America’s only lifecycle assessment for the built environment needed to re-engage its audiences and build traction with new audiences. The problem was unusual in that this organization was ahead of its time and at risk of losing its traction unless more architects, engineers and community planners became aware not only of the service but also of green building practices that make it necessary. The challenge was to increase awareness of innovative advantages, why they’re essential and how Athena’s tool enhances them.


This required a full communications/brand audit which led to an in-depth communications plan, re-brand with new website and trade show presence.


We re-aligned Athena as a thought-leader and resource for creating better buildings and positioned it’s services as the best choice for its audience to become leaders in their field. This involved re-branding the organization and focussing its core strengths and values.


The national board of directors voted unanimously to adopt the plan. The Athena Institute has gone on to become not only viable, but significantly in demand, recognized by Leadership in Energy and Environmental Design (LEED) as a vital tool in building materials. Trade show materials have invigorated new relationships and the website reflects understanding of how architects and engineers interact with the brand.

Communications/brand audit, re-positioning and website.

“Lynn did an amazing job of pulling out a stronger message and crafting a clearer self-vision for our organization – not an easy task given the complexity of what we do. She handed us a great tool kit, and has kept an eye on us ever since.” –Jennifer O’Connor, President, Athena Sustainable Materials Institute