Asana Recolor - Color System
In this project, I completely reimagined Asana’s color identity by building a brand-new color system from scratch. The goal was to experiment with a fresh visual direction, introducing bold contrasts and a more expressive palette that changes the overall mood of the interface.
- Primary colors establish the new visual foundation and drive user attention to core actions.
- Secondary colors bring diversity and support classification of tasks and elements.
- Tertiary colors are used to add energy and variation, helping create visual rhythm.
- System colors provide clear functional feedback for alerts, confirmations, and warnings.
- Neutrals structure the layout, ensuring clarity between background, text, and content blocks.
Rather than enhancing the existing brand, the exercise demonstrates how color can transform a product’s identity and perception. By applying the palette across both light and dark modes, the redesign explores how users experience hierarchy, focus, and emotion through color.
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4 reviews
This color system redesign for Asana is bold and refreshing—it’s clear you wanted to shift the whole mood of the interface, not just tweak it. I love how you've layered primary, secondary, tertiary, system, and neutral tones—it’s smart, intentional, and works beautifully in light and dark modes.
To make it even more vivid:
- Show it applied—a mockup of the app’s UI or component views (like task cards, buttons, alerts) would let us really feel the new vibe.
- Call out your purpose—a quick line like “Designed to push Asana's tone from reserved to energetic” would tie the intent to the visual impact.
- Note the tool magic—mentioning that you used Figma makes it real and relatable for others who design in the same environment.
You’ve built a thoughtful and expressive system—just a bit of context and visuals would help us see how it brings the interface to life!
I love it!
Getting almost like a futuristic game vibe from the colors. Would be cool to add gamified elements + some animations to the UI elements and views to continue on a game concept. And I think such a concept, without doing any UXR in the field, ties well into the demographics.
Keep up the great work!
Great job Maxime, your bold color system really transforms Asana’s mood — just be mindful of balance so tertiary shades don’t overpower primaries — overall it’s a creative and exciting direction!
I really like your experiment with the new colour system!
The main feedback I want to share is that the Tertiary colours appear much brighter than the Primary ones, which caused my attention to go first to the pink element because it overpowered the other colours.
If you would like to dive deeper and define the best colour for the brand(not necessarily Asana) in the colour theory, I would suggest identifying before selecting colours:
- What is the main feeling or emotion a brand should trigger in its users?
- How long or often might a user interact with the platform? Bright colours may be tiring after 8 hours.
Looking forward to seeing your next work!
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