When our internal brand marketing team was tasked with revising Nationwide’s brand guidelines, 5 teams of 6 were created to revisit their assigned category (i.e. structure, typography, color, iconography, and visual language). I was tasked with leading the color palette team. The team spent 6 months conducting research, identifying several palette approaches, vigorously testing those approaches, and several iterations later came to a final conclusion. Once we got buy-in from marketing leadership, we then documented the new palette, usage rules and examples in the brand guidelines.