Party City

Space Design

Transform retail space to change the perception of Party City.




Party City feels like the day after the party, so we redesigned its retail space to deliver a better experience and created an IMC campaign to rebrand it.

My Role:

Brand Analytics / Consumer Research / Strategy Development / Creative Briefing / Storytelling


To better understand “Party People”, we asked them what makes a great party. Here is what they said:

“Lobsters and Mobsters themed birthday party. Stupid theme with good people.

“First party in the USA. It was a completely new experience with a completely new set of people.

“It was my birthday party and just the fact that so many people I loved were in one room.”

The people are what make the party
and the rest is just details. 

When we asked how do they feel about planning or attending parties, they said:

party people.001.jpeg



We audited the retail experience with in-store visits and interviews.

pain points:

With an overwhelming experience and an underwhelming reputation, Party City makes the process even more stressful.

“Super overwhelming and… sterile?” 

Overwhelming with all the kids running around.”

“It was a nightmare trying to find the highly-specific things I was looking for”

“A tad overwhelming to have all this colorful stuff crammed into shelves that go all the way to the ceiling. It's like where do I start?”

So how can we make it easier for party people to have less stressful, more memorable parties.

creative solutions:


Invite party people to the store

We created print ads and video for social content and out-of-home advertising.


Inspire party people in the store

We identified three personas and drew their consumer journey to find out their pain points.

We redesigned the store to create a memorable and stress-free shopping experience.


Relieve party people when they leave

We created party favor gift bags for party people to manage their anxiety about the upcoming parties. 

The bag contains: a candle, a stress-free party bible, an emergency party hotline number, a white noise playlist, a party popper that doesn’t make a mess, and a box that says glitter but contains no glitter.

We planned to promote the emergency party hotline on social and high-traffic areas. Listen to the hotline.




Andrew Allen (Strategist), Julian Grimes (Strategist), Dakota Ward (Art Director), Lars Johnson (Copywriter), Matt Yakob (Experience Designer), Megan Reilly (Experience Designer), Sally Zhang (Brand Strategist).