This is a SaaS company with over 3,000 employees that had undergone multiple acquisitions. Each acquired brand came with its own visual identity, leading to inconsistent color usage across marketing, publishing, and product teams. The organization had rebranded three years earlier, and the marketing team’s main priority was to strengthen brand awareness.
The Challenge
The company’s primary brand color — Green #56BC2F — failed accessibility contrast standards when used on light backgrounds. However, the brand direction favored bright, minimal layouts, and leadership was hesitant to change the established color given the recent rebrand and recognition goals.
The Approach
I conducted a color accessibility study to find alternatives that preserved brand integrity while improving contrast. This involved:
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- Auditing and cross-referencing palettes used by marketing, publishing, and product teams.
- Consolidating the overlapping palettes into nine refined color series.
- Running accessibility and contrast ratio tests on each series to identify compliant combinations.
- Selecting tones that best balanced visual identity with WCAG accessibility standards.
