case study
Halperin Park: Branding a Bridge Between Communities
the challenge
From Divided Ground to Shared Possibility
Built between two historically underserved communities, Halperin Park was designed to spur economic development, increase access to amenities and reconnect neighborhoods long divided by infrastructure. Formerly Southern Gateway Park, the project gained new momentum after a transformational $23 million gift from the Halperin Foundation elevated the park’s visibility and future impact.
Our role was to develop a brand identity and visual communications system that would introduce the park to the community, build awareness and excitement, and position the park not simply as a place, but as a symbol of connection, culture and opportunity.
Left to Right: David Halperin; Gayle Halperin; Eric Johnson, Mayor of Dallas; April Allen, President and CEO, Southern Gateway Public Green Foundation
our approach
Building a Brand People Could See, Feel and Claim as Their Own
We developed a brand identity centered on connection, movement and energy, reflecting the park’s role as both a physical bridge and a cultural gathering space. The visual language was designed to feel vibrant, inclusive and reflective of the surrounding communities and their cultural and artistic identity.
Beyond the identity itself, we created a flexible visual communications system designed to live in the physical environment — on construction fencing, event materials, signage, merchandise and digital communications — giving the park a visible presence in the community long before opening day.
From the beginning, the goal was to help people see the park, understand the vision and feel that it belonged to them.
outcome
From Construction Site to Civic Destination
The brand helped transform Halperin Park from a construction project into a recognizable civic destination before it even opened. Through launch event materials, environmental graphics and branded communications, the park established a clear identity and built awareness, anticipation and community pride leading up to its opening.
Following the park’s successful opening in May 2026, the identity system continues to support programming, events, partnerships and ongoing communications. More importantly, the brand helped position Halperin Park not just as a park, but as an investment in connection, economic opportunity, arts, culture and shared public space for the surrounding communities.
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