The new brand palette failed accessibility standards and relied on colors with strong, potentially misleading UI signals, risking confusion and bias. Making applying the branding to the web a challenge.

Solution

I expanded the palette into tints and shades, unlocking more usable combinations that made the new branding workable in digital products without sacrificing accessibility. This not only preserved contrast but also kept the system true to the brand. I also redefined color roles by elevating orange as the primary action and reframing green as a neutral secondary, avoiding built-in “success” associations. Clear hierarchy and thoughtful detailing ensured interactions stayed intuitive, inclusive, and distinctly on-brand.

Primary

Secondary

Received

In Progress

Ready for
Pickup

Complete

Primary

Secondary

Received

In Progress

Ready for
Pickup

Complete

Impact

The final design not only met ADA WCAG accessibility standards but also translated the new brand into a sophisticated, digital-first presence. By removing unintentional bias from the shopping experience and reinforcing clarity, the solution elevated the brand while ensuring it remained inclusive.

Reflection

This project showed that accessibility and brand expression go hand in hand. It also highlighted that meaning comes from context, and that a color palette doesn’t dictate how a UI functions or feels.