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.