Reimagining ClickUp: A Fresh and Accessible Color System for a Digital Work Management Tool

Introduction & Project Description

As part of a brand refresh initiative, this project explores the creation of a new, accessible, and emotionally resonant color system for ClickUp, a popular digital work management platform.

The primary goal was to create a color palette that distinguishes ClickUp from its competitors, supports user focus, and enhances usability across its web platform. The system was designed to strike a balance between creativity and professionalism, reflecting ClickUp’s identity as both a powerful and user-friendly productivity tool.

The process involved:

• Selecting primary, secondary, tertiary, neutral, and system colors that align with ClickUp’s brand values.
• Ensuring WCAG 2.1 AA compliance for accessibility across all UI text and elements.
• Considering emotional impact and psychological color theory to strengthen user connection.
• Applying the palette to various UI components such as buttons, backgrounds, alerts, and branding materials.
• Presenting the color logic using clear documentation and visual swatches.

This color system is intended to be scalable across light and dark modes, consistent throughout product and marketing assets, and inclusive for all users.