Segment 01
RD2 · v5 · 27.07.2026
Brightness
Leadership said the palette lacked energy. That names a feeling, not a variable. This section separates the two variables actually in play, hue and brightness, and shows that nearly all of the problem sits in the second one.
Hue
Position around the colour wheel. Which colour a colour actually is. The associations we attach to hue are conventions rather than laws. Think of hue as a different song.
Brightness
How much light a single hue is carrying, measured against black. Same song, different volume. It is the axis people feel most strongly and name least accurately, which is why "lacks energy" was hard to act on.
What we were solving
The legacy colours are not wrong. They are subdued: low on brightness, slightly off hue in both directions. Raising brightness and correcting hue keeps the brand recognisable while giving it the energy being asked for.