Carasso Real Estate

Carasso Real Estate is one of Israel’s most established developers, with a legacy dating back to 1927. The Carasso family has been a pioneer in real estate for nearly a century, shaping the way residential, commercial, and office spaces are developed. In 2022, the company reached a milestone by going public and being listed on the TA90 in the Tel Aviv Stock Market. This moment marked a shift in the company’s structure and vision, separating from its automotive division and prompting a full rebrand.

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I was brought in to take this new brand identity, developed by a leading Israeli creative studio, and translate it into a complete digital experience. My role was to create Carasso’s new website, ensuring the brand’s personality, values, and vision carried seamlessly from print and physical touchpoints into the digital space.

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The Concept: Intersections Form Experiences

Carasso’s new positioning reflects its pioneering spirit and its focus on lifestyle-driven living. They do not simply build residential projects.
Each project is crafted with purpose and personality, designed for the specific lifestyles of its residents.

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The brand’s central idea, which I extended into the website design, was built on the concept of Intersections Form Experiences. Geometric, intersecting shapes became visual anchors throughout the site, representing the moments where Carasso’s innovation, people, and projects meet. Within these intersections, something is always happening — filled colors, motion, or images that highlight the vibrant experiences Carasso enables.

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Deliverables

• Full UX and UI design for the new corporate website
• Digital adaptation of Carasso’s visual identity (typography, shapes, color palette)
• Interactive elements and scroll animations for a dynamic browsing experience
• Lifestyle-driven design for project landing pages
• Custom mega menu concept and design
• UX recommendations, including a tagging system to help users find relevant projects
• Design guidelines for digital assets, now used across Carasso’s TAMA 38

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Process Highlights

The project began with a deep discovery phase, including a five-hour workshop with Carasso’s VP Marketing, Michal, her team, and her brother, who acted as the technical project manager. Michal’s brother came prepared with his own wireframe vision, which we reviewed together. While we used some of his ideas, I clarified that the final site would need to evolve through a structured process to achieve the best user experience and design quality.

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I also conducted market research, examining competitors in the Israeli real estate space and drawing inspiration from global developers. This helped the team see what their website could become and gave them a vision for a digital presence that matched their brand’s ambition.

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Throughout the process, I collaborated closely with the Carasso team to ensure the new website felt like a true extension of their identity. From navigation to project showcases, each page was crafted with a focus on ease of use, aesthetic impact, and lifestyle storytelling.

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Challenges and Turning Points

The main challenge was aligning multiple stakeholders, especially given the personal involvement of Michal’s brother. It required a careful balance of collaboration, explaining UX decisions, and ensuring every choice fit both the immediate needs and the long-term management of the site.

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The turning point came during the concept presentation, where I introduced three distinct directions for the new website. Two stood out to the team, and we ultimately blended elements of both to create a cohesive, lifestyle-driven direction that everyone felt proud of.

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One of the features I am most proud of is the full-frame mega menu. Two-thirds of the menu is dedicated to immersive imagery/video with a short description, giving the menu a sense of lifestyle, while one-third keeps navigation simple and functional. It became a defining feature of the site’s experience.

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Visual Language

The website carries Carasso’s brand identity into digital, amplifying its personality and warmth:

• Typography: Ploni, a modern sans-serif font, creating a professional yet welcoming tone
• Colors: A primarily black and white foundation with secondary accents of red, blue, and green to bring energy and reflect lifestyle diversity
• Shapes: A set of geometric outlines, including rectangles, perspective circles, and asterisks, used as design “seasoning” to add personality and visual interest throughout the site

These elements create a distinctive visual system that makes Carasso’s digital presence feel polished, dynamic, and in tune with their forward-thinking approach.

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Before & After

Before this project, Carasso’s digital presence lacked personality and cohesion. While their new brand identity existed, it had not yet been translated into a living, functional website experience. The new site became a bridge between their century-old legacy and their modern positioning. It allowed them to showcase their lifestyle-driven projects in a way that felt current, accessible, and aligned with their reputation as innovators.

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Impact

Although the website is still in development, the design work has already shaped Carasso’s broader digital presence. My guidelines are now applied to their project landing pages, social assets, and even a dedicated TAMA 38 homeowner platform.

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The feedback from the client was overwhelmingly positive. The VP Marketing, her team, and the company’s leadership praised how the design elevated their brand digitally. They now see the new website as a core asset in their growth, and I have become a trusted advisor for ongoing design needs, from strategy to execution.

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