Financial services · Brand refresh
Refreshing a 60-year-old cooperative bank without losing its members
Moving a heritage navy-and-gold identity to a warmer, more accessible system while keeping long-standing members' trust.
Written by Mira Okonkwo-Lind · 20 March 2026 · Northwind Cooperative Bank (composite case)
Before
After
The challenge
The bank's navy and metallic-gold identity dated to the 1960s. Research with younger prospective members found it read as 'expensive and distant' — and it was nearly indistinguishable from three larger competitors. At the same time, older members, who make up the majority of deposits, reported strong attachment to the gold.
The digital product had accumulated 43 distinct blues in production CSS. Gold text on white failed WCAG AA at 2.4:1 and had been used for interest-rate figures, one of the most important numbers in the app.
The approach
We ran the palette as a versioned system from day one. Version 1.0 captured the existing identity exactly, so every later change could be diffed and explained to the board.
Rather than replacing navy outright, we moved the primary along the hue wheel toward teal in three explored steps, testing each with member panels. The gold was translated rather than removed: it became a warm copper accent, deliberately restricted to large type and icons.
Palette decisions
primary #1F4E5A
Close enough to navy in lightness to feel familiar; distinct in hue from every competitor. 8.9:1 on the new background.
accent #D2763B
The gold's warmth, without metallic connotations. Restricted to large text and icons after an audit showed small white text on copper failed AA.
background #F4EFE6
Warm paper tone replacing pure white. Members over 60 reported less glare in usability sessions.
text #1A1C1E
Near-black with a hint of warmth; all body text now exceeds 15:1.
The outcome
The 43 blues collapsed to one primary with a nine-step ramp. Interest rates now render in the primary at 8.9:1 contrast. The refresh launched without the member complaints the board had feared, which the team attributes largely to being able to show — version by version — how each color descended from the original.