How an Iconic Movie Scene Became Ignite Strategies Color Palette

Recently, we were re-working the color palette for Ignite Strategies: the business cards, the website, the letterhead, the process documents, the strategy documents. Everything. I was knee-deep in the exploration of different themes and schemes, trying to find the perfect fit, the perfect combination of colors to represent our growing company.

As you know, different colors evoke different moods and reactions in viewers. The research into the psychology of color is exhaustive and deep.

color palette

Then an idea struck.

As a child of the ’80s, I found little more iconic, impactful, and meaningful than the entirety of the Star Wars universe. The mythos, the story arcs, the tale of downfall and redemption. All of it.

It travels through the traditional hero’s journey, culminating in a scene in The Return of the Jedi, in which Luke almost turns to the dark side, chops off the hand of Darth Vader, seeing the robotic elements and rising similarities, realizing the error of his ways.

And, as we all know, Darth Vader, aka Anakin Skywalker, is redeemed as he throws the Emperor into a pit.

“So,” I said, “what happens if we take this classic scene, and make it the color palette for Ignite Strategies?”

I explored images, downloaded, then imported this one into the Adobe Color Wheel tool.

The result was perfect:

color palette

Primarily adopting the teal and the orange, with the other three colors in reserve, we found our color palette:

This new palette informed the revised logo:

Ignite Strategies

It drove the business cards:

Color Palette
Color Palette

It drove the e-newsletter leader:


And the templates for letterhead and presentation materials:

Color Palette

It became the various section headers for the website:

Header 1

Header 2

Header 3

Header 4

Still based in color psychology, the blue/teal represents strategy, analysis and thought. The orange represents action and carries over to our flowcharts, differentiating between action and analysis:

Client profiles and personas, market research, competitive review, core messaging, crm selection, marketing automation, lead generation, content strategy, lead nurturance, marketing strategy and sales process

And, then the forms that are embedded on the site to take action:

The end result? A cohesive, thought-out brand and color palette, with a wink and a nod to an iconic cultural touchpoint.

I’m pleased, but what do YOU think? Let me know.

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