Rudolf and Mariska spent over twenty years working in brand, communications, and business thinking, mainly in corporate and consultancy environments, where strong brands provide direction, focus, and confidence.

When Rudolf became more involved in Barcelona’s startup ecosystem, two things stood out. First, the energy: founders with ideas they believed in, strong drive, and a real willingness to learn and support each other. After years of slow decision-making and internal politics, that directness felt refreshing.

He also noticed a gap. Founders spoke enthusiastically about product, technology, and funding. But brand rarely went beyond a logo or colours. Coming from environments where brand is the key growth-driving business asset, he understood why many startups struggle. Investors and customers need more than product features. They need reasons to trust.

The team adapted brand creation to the realities of startups and scaleups: lighter and faster, without unnecessary complexity, yet strong enough to build trust and drive traction.

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Today, Athena helps founders create brands that give direction to everything that follows: how they explain what they do, how customers recognise and trust them, and how marketing budgets are spent with intent, rather than chasing reach that does not convert.

Alongside client work, Athena actively builds community awareness of brand as a growth driver.