Methods and apparatus implementing and using techniques for white balancing image data while performing chromatic adaptation. A creative white point corresponding to a visual appearance of white selected for projection of image data can be obtained. A color transform for converting the image data to a device-independent color space can be obtained. A chromatic adaptation matrix can be calculated based on the creative white point and a reference white point. A color profile for white balancing of the image data can be prepared to include the color transform and the chromatic adaptation matrix.