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Project Overview
Super Party was one of Israel’s largest and most beloved party supply chains, known for its vibrant physical stores and loyal customer base, but until this project, it had no online presence at all.
I was brought on to create everything from scratch: a brand identity, a visual language, and a fully functional e-commerce site. While the company ultimately went bankrupt due to unrelated business decisions, this remains one of my favorite projects - a bold, end-to-end design system that transformed an old-school store into a digital experience.
My first step was to define the brand - colorful yet trustworthy, fun - but a business you can count on. The visual identity was built around the existing logo which display colorful bubbles - and led to the upbeat color palette. Fonts and Icons were chosen for their simplicity and friendliness - and my vision was to create a rainbow-filled e-ecommerce website, that makes the user think about their happy event or party, weeks before it happens.
My first step was to define the brand - colorful yet trustworthy, fun - but a business you can count on. The visual identity was built around the existing logo which display colorful bubbles - and led to the upbeat color palette. Fonts and Icons were chosen for their simplicity and friendliness - and my vision was to create a rainbow-filled e-ecommerce website, that makes the user think about their happy event or party, weeks before it happens.
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The Challenge
The business had no digital infrastructure. No store, no content system, no customer accounts - just a strong in-store brand and a loyal offline audience. Our challenge was to translate that upbeat physical energy into a digital product that felt both fun and functional.
We needed to:
- Define a tone that matched their playful but family-friendly aesthetic
- Build a site architecture that could scale with dozens of product categories
- Guide first-time users through a clean, simple shopping journey
- Support promotions, bundles, and seasonal content
- Make the entire system feel intuitive on both mobile and desktop
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Strategy and Structure
We started by defining key user needs and store priorities. I created a simple but flexible navigation system that included:
- Storefront with browsable categories and filters
- Event inspiration pages with shoppable content
- Magazine-style blog to drive SEO and community engagement
- User account system with loyalty points and purchase history
- Support hub with FAQs, contact forms, and shipping info
The UX aimed to emphasize low friction: quick access to products, visual browsing, and minimal steps to checkout.
Every page was responsive and performance-aware.
Every page was responsive and performance-aware.
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Outcome
Although the business did not survive long enough to fully capitalize on the digital transformation, the design and product work remain a strong example of what an end-to-end UX and brand system can do, even when starting from nothing. Also, it allowed me to try a unique project, that was a ui/ux joyride. It allowed to me to:
- Build systems that can scale from zero
- Balance emotional tone with usability
- Design for flexibility across marketing, e-commerce, and user dashboards
- Create a joyful, distinctive experience without sacrificing clarity or speed
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Why I Still Love This Project
Super Party was never just about transactions - it was about celebration. This project let me design an entire digital world that felt like walking into a store filled with balloons and possibility. Even though the business didn’t last, the work still makes me proud: it’s full of personality, and it was designed with care at every level.
