Most brands treat color like wallpaper. We treat it like a point of view. A palette should answer a question, not just look pleasant on a Pinterest board.
The colors we keep coming back to
Deep ink blue. Bone white. A bruised burgundy we discovered on a building in Lisbon and have never quite let go of. These aren’t trend choices. They’re colors we’ve watched age well in different contexts, in different industries, against different competitors.
The colors we walked away from are just as instructive. The mid-decade gradient. Anything described in a brief as “millennial.” Whatever Pantone is announcing this year. A brand built on a borrowed trend ages at the speed of the trend.
The rule
Before we ship a palette, we ask: does this color carry a stance the brand actually holds? If we can’t connect the choice back to something the brand believes, we throw it out. Pretty isn’t enough. Color has to mean something.
