The renovation of Southern Gateway Park, which is now known as Halperin Park, is funded by Jim Halperin and wife Gayle and their foundation. This generational project will lead to increased green space, significant economic development, and safer, healthier places to live and play. With a new name and a new future for the Oak Cliff neighborhood, the SGP team came to us for a reimagined look for their park. Right away, I knew I wanted to bring modern, playful elements to this brand identity to represent the cultural melting pot that is the Oak Cliff community.
Brand Refresh
HALPERIN PARK
The typefaces I chose for this look and feel were my jumping off point for the rest of the brand. Both fonts have curves that mimic the feeling of what you may find in a park — sidewalks, slides, bridges, and more. Since there is so much depth to this park and its history, I developed a set of icons that represent the values of the Oak Cliff community and the purpose behind this major renovation. Lastly, I brought in the environmental textures and updated the contrasting greens from the SGP brand guidelines to pay homage to the pre-existing brand and foundation of this project.
