A new look for AfterAthena as we rebrand

I’m delighted to announce AfterAthena’s brand refresh, which we feel is a major change to customer experience and how the brand communicates its values.

Since becoming a new legal entity within the Napthens Group, AfterAthena has achieved a 36% increase in overall fee income and a 20% rise in annual retained fees in just two years. This rebrand continues the growth and evolution of who we are and how we represent clients.

We are incredibly proud to support a combined workforce of 350,000 people across clients including Fitness First, Booths and Thwaites. We see a constantly changing landscape and there was a strong desire to evolve our technology-driven but human-first people solutions.

Our brand refresh was announced at a brand launch party in Manchester in November 2025 – thank you to everyone who joined us!

A new brand to reflect a changing employment landscape

Having worked as an employment law solicitor for over 20 years, I’ve witnessed first-hand the growing pressure on business leaders, directors and HR professionals to make HR processes simple, fast and effective. An integral part of that is legal services.

Many of our clients now require access to our support anytime, anywhere, with the ability to communicate with us and access case updates from the palm of their hand.

By leveraging the latest technology, we are providing our clients with more efficient, effective legal services, and the update to our brand is reflecting the increased need from businesses to access support when they need it, no matter the location.

Our previous brand identity launched in 2023.

Our new look with a punchier palette, our mission statement, and an Athena that works better in our digital assets.

AfterAthena’s services

AfterAthena uses an app and artificial intelligence (AI) to allow employers to create investigation questions and policies in seconds and give instant access to more than 500 HR, employment and health and safety resources that can be tailored to each organisation’s needs, including news, documents and templates.

Subscribers to the support services have instant access, to HR, employment law and health and safety legal experts, including over 32 qualified solicitors, consultants and specialists that can be contacted via the platform.

Businesses are facing challenging times, which can make supporting employees complex. It means as the world evolves and utilises new technology, it’s vital people across all businesses feel the benefits too.

Explore our rebrand video