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Nurturing Curiosity since 1814.
Nurturing Curiosity since 1814.
Nurturing Curiosity since 1814.
The Athenaeum of Philadelphia nurtures curiosity in members and neighbours, strengthening community through learning and discourse.
The Athenaeum of Philadelphia nurtures curiosity in members and neighbours, strengthening community through learning and discourse.
The Athenaeum of Philadelphia nurtures curiosity in members and neighbours, strengthening community through learning and discourse.
behind the scenes
In 2021, I joined Catchafire and was matched with The Athenaeum of Philadelphia to bring coherence to their historic brand. Established in 1814, The Athenaeum needed a branding guide that respected its legacy while reaching new audiences. We began by refining their Athena crest, representing wisdom and craftsmanship - to improve its clarity and versatility, especially online. I developed the tagline "nurturing curiosity since 1814" and crafted print materials for welcoming new members. Our most impactful project was transforming their 209th annual report into an accessible, mobile-friendly microsite, broadening their reach and enhancing inclusivity for a new generation of readers.
Connected GOALS
Connected GOALS
project scope
project scope
Annual report
Annual report
Annual report
art Direction
art Direction
art Direction
Branding
Branding
Branding
Brand Guide
Brand Guide
Brand Guide
Copywriting
Copywriting
Copywriting
members materials
members materials
members materials
season brochures
season brochures
season brochures
stationery set
stationery set
stationery set
Jonathan is an absolute delight to work with. He helped us with a new branding guide and collateral to reflect the new brand. Highest quality, great communication. He is a gem! We love his work so much and look forward to continuing to work with him.
Executive Director
Beth Shalom Hessel
Jonathan is an absolute delight to work with. He helped us with a new branding guide and collateral to reflect the new brand. Highest quality, great communication. He is a gem! We love his work so much and look forward to continuing to work with him.
Executive Director
Beth Shalom Hessel
Jonathan is an absolute delight to work with. He helped us with a new branding guide and collateral to reflect the new brand. Highest quality, great communication. He is a gem! We love his work so much and look forward to continuing to work with him.
Executive Director
Beth Shalom Hessel
It was a delight to work with Jonathan on redesigning The Athenaeum's membership welcome materials and Annual Report this year! His attention to detail from the beginning of each project through production was truly appreciated - especially since we are a very small team!
Development & Membership
Alexa Perillo
It was a delight to work with Jonathan on redesigning The Athenaeum's membership welcome materials and Annual Report this year! His attention to detail from the beginning of each project through production was truly appreciated - especially since we are a very small team!
Development & Membership
Alexa Perillo
It was a delight to work with Jonathan on redesigning The Athenaeum's membership welcome materials and Annual Report this year! His attention to detail from the beginning of each project through production was truly appreciated - especially since we are a very small team!
Development & Membership
Alexa Perillo
How did we apply our CFP Framework?
The Creative (spark): we revitalised The Athenaeum’s visual identity, transforming their branding to honour their legacy while making the brand relevant to today’s audience.
The Fit (oxygen): we tailored each design element from the branding guide to membership materials - with close attention to detail and open communication.
The Purpose (fuel): our partnership was driven by a shared commitment to education, inclusivity, and preserving cultural heritage. Together we designed accessible materials to broaden their reach.
How did we apply our CFP Framework?
The Creative (spark): we revitalised The Athenaeum’s visual identity, transforming their branding to honour their legacy while making the brand relevant to today’s audience.
The Fit (oxygen): we tailored each design element from the branding guide to membership materials - with close attention to detail and open communication.
The Purpose (fuel): our partnership was driven by a shared commitment to education, inclusivity, and preserving cultural heritage. Together we designed accessible materials to broaden their reach.
How did we apply our CFP Framework?
The Creative (spark): we revitalised The Athenaeum’s visual identity, transforming their branding to honour their legacy while making the brand relevant today.
The Fit (oxygen): we tailored each design element from the branding guide to membership materials - with close attention to detail and open communication.
The Purpose (fuel): our partnership was driven by a shared commitment to education, inclusivity, and preserving cultural heritage. Together we designed accessible materials to broaden their reach.
made by headspace
25+
Years Branding Exp.
100+
Clients Collaborated
4K+
Projects Delivered
2007
Independent Since
made by headspace
25+
Years Branding Exp.
100+
Clients Collaborated
4K+
Projects Delivered
2007
Independent Since
made by headspace
25+
Years Branding Exp.
100+
Clients Collaborated
4K+
Projects Delivered
2007
Independent Since
Not Just Branding. But Transformation.
We have pledged not to work with companies involved in fossil fuel extraction, tobacco, military, mining, fast fashion, industrial agriculture, and any other sectors causing environmental or social harm. ©2025 HeadSpace Agency. A company registered in England and Wales 15918034.
Not Just Branding. But Transformation.
We have pledged not to work with companies involved in fossil fuel extraction, tobacco, military, mining, fast fashion, industrial agriculture, and any other sectors causing environmental or social harm. ©2025 HeadSpace Agency. A company registered in England and Wales 15918034.
Not Just Branding. But Transformation.
©2024 HeadSpace Agency. A company registered in England and Wales 15918034.
