CREATE — Color Palette

Color Philosophy

Guiding Principles

01

The client's work is the star. Our palette supports — it never competes. The most vivid element on any page should always be the content we're showcasing.

02

Never pure black or pure white. Brightness is clamped: 5% floor on darks, 90% ceiling on lights. This keeps our palette restrained and our compositions cohesive.

03

Saturation cap at 90%. No fully saturated colors. The 10% buffer keeps tones sophisticated and prevents our brand elements from overpowering client imagery.

04

Maximum 3 tones per composition. Use color sparingly. If color is the base background, all accents must be monochromatic — dark tones of the same hue for text and glyphs.

Brightness Range (Dark Values)

5% – 50%

Brightness Range (Light Values)

50% – 90%

Primary Palette

#0D0D0D

Midnight

HEX #0D0D0D
RGB 13, 13, 13
HSB 0°, 0%, 5%
Primary background

Bone

HEX #E6E6E6
RGB 230, 230, 230
HSB 0°, 0%, 90%
Primary text / light bg

#d24b4a

Create Red

HEX #d24b4a
RGB 210, 75, 74
HSB 0°, 65%, 82%
Default accent

#888888

Stone

HEX #888888
RGB 136, 136, 136
HSB 0°, 0%, 53%
Secondary text

#222222

Charcoal

HEX #222222
RGB 34, 34, 34
HSB 0°, 0%, 13%
Borders / dividers

Two off-white options are available depending on context. Bone is a clean neutral at exactly 90% brightness. Warm Bone carries a subtle warm cast that pairs well with the Create Red accent.

Create Advertising

Bone (Neutral)

HEX #E6E6E6 · RGB 230, 230, 230 · HSB 0°, 0%, 90%

Create Advertising

Warm Bone

HEX #E8E4E0 · RGB 232, 228, 224 · HSB 30°, 3%, 91%

Extended Palette

Functional colors for UI and layouts. These live within the clamped brightness range and are used for elevation, interactive states, and visual hierarchy.

#141414

Elevated

HEX #141414
RGB 20, 20, 20
HSB 0°, 0%, 8%
Card backgrounds

#1A1A1A

Hover

HEX #1A1A1A
RGB 26, 26, 26
HSB 0°, 0%, 10%
Interactive states

#555555

Dim

HEX #555555
RGB 85, 85, 85
HSB 0°, 0%, 33%
Tertiary text

#333333

Border Light

HEX #333333
RGB 51, 51, 51
HSB 0°, 0%, 20%
Active borders

Pairings — Standard

Core combinations for dark-on-light and light-on-dark layouts. The accent color shown here is Create Red, but can be swapped to any accent that complements the client content.

Create

Primary

Bone #E6E6E6 on Midnight #0D0D0D

Create

Accent

Accent on Dark

Red #d24b4a on Midnight #0D0D0D

Create

Secondary

Stone #888888 on Midnight #0D0D0D

Create

Reversed

Midnight #0D0D0D on Bone #E6E6E6

Pairings — Monochromatic

When a color is used as the base background, all text and glyphs must use darker tones of the same hue. This keeps the composition cohesive and prevents the brand from competing with client work.

Create

Monochrome

Red — Dark Tone Text

#1A0808 on #d24b4a

Create

Monochrome

Teal — Dark Tone Text

#0A1A1A on #4A8C8C

Create

Monochrome

Gold — Dark Tone Text

#1A1008 on #C4985A

Accent Flexibility

The accent color is not fixed. Teams are free to choose any accent that complements the client content, as long as it stays within the saturation cap (90%) and brightness range (5%–90%). Create Red is the default, not the only option.

Create

Default

Create Red

#d24b4a · S:65% B:82%

Create

Film

Example — Steel Blue

#4A8CB8 · S:60% B:72%

Create

Games

Example — Amber

#C49B5A · S:54% B:77%

Create

Series

Example — Sage

#6B9B7A · S:31% B:61%

CSS Variables

:root {
    --bg:               #0D0D0D;    /* Midnight — primary background (5%) */
    --bg-card:          #141414;    /* Elevated — card backgrounds (8%) */
    --bg-card-hover:    #1A1A1A;    /* Hover — interactive states (10%) */
    --text:             #E6E6E6;    /* Bone — primary text (90%) */
    --text-secondary:   #888888;    /* Stone — secondary text (53%) */
    --text-dim:         #555555;    /* Dim — tertiary text (33%) */
    --accent:           #d24b4a;    /* Create Red — default accent (S:65% B:82%) */
    --border:           #222222;    /* Charcoal — borders / dividers (13%) */
    --border-light:     #333333;    /* Border Light — active borders (20%) */
}

Downloads

Download ASE Swatches Coming Soon