Project History

While working with WECU’s brand colors, I had a hunch to check their accessibility in digital spaces. It turns out the blue we were using didn’t work well on white backgrounds, which we had already implemented on the website and many other places. This discovery bothered me, so I set out on a quest to find a more accessible blue.

During this exploration, I also noticed another issue - our brand colors were pretty limited, mainly just blue and a set of grays. That felt a bit restrictive to me. So, I took the initiative to develop a palette of new secondary colors. The goal was to enhance and diversify WECU’s branding for future use. These additional colors are now woven into our marketing materials, adding vibrancy and flexibility to WECU’s overall brand identity.

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Design Process

Initially, I wanted to replace the blue with a new shade, but we ended up with two blues—one for print and one for digital, with the latter meeting WCAG AA Compliance on white backgrounds. Despite considering a darker option, maintaining a close match to the print blue was crucial. After using the brand for over a year, I grew weary of incorporating three shades of the same warm grey, which posed challenges for typography and the desired illustration style. So, I sought a color that could universally apply across the brand and opted for orange as a robust secondary option with better accessibility than yellow. Below is my first color palette exploration for WECU.

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I experimented with various iterations of colors, initially using a navy tinted with yellow, green, and red from the original brand color palette. However, the combination felt off when applied to illustrations and email mockups. Through trial and error, I evolved the palette to its current state, recognizing the flaws in the system I had built. This experimentation was crucial, especially as the colors hadn't been officially rolled out, and I was the sole user. It allowed me to identify weaknesses in the system and refine the palette for a brighter, cleaner result.

Results

The finalized secondary palette, introduced in WECU's brand guidelines in 2021, is vibrant and aligns with the friendly yet professional look that WECU's brand strives for. These colors enhance dimension across the website, emails, and print and are incorporated into various marketing assets. The new homepage launch prominently features the orange from the secondary palette on important and high-impact links.

Reflection

Reflecting on this significant project, building upon the existing branding proved challenging. Despite constraints preventing a complete color overhaul, working within the brand parameters while considering its future was essential. While a rebrand may be in WECU's future, this effort contributes to the brand's longevity and has improved accessibility on our website.