Steven Halfpap

Architected the complete design system, typography, and page layout for New Jersey City University’s three-volume Master Plan initiative, transforming thousands of words of raw manuscript and dozens of infographics into three cohesive, highly readable multi-volume publications. The first publication, The Academic Master Plan was designed with clean highly readable typography paired with full-bleed campus photography that serves as a visual pause between sections.

In the second publication, the Strategic Enrollment Plan (SEP), I introduced student centric, full-bleed photography to put a human face on the university for prospective students and decision-makers alike, while using clear, easy-to-understand infographics displaying our goals for recruitment, admission, and retention.

The third publication, the Student Development and Community Engagement Strategic Plan, built on that same visual language — full-bleed student photography paired with clean, understandable graphics — but shifted the focus toward campus life outside the classroom: student organizations, community partnerships, and the day-to-day experience of being part of NJCU. Across all three, the throughline was making dense institutional planning feel approachable, visual, and reflective of the community they were written for.

For 7 years, I’ve directed NJCU’s annual Gala events including the recent Havana Nights–themed campaign for the university’s Leaders & Legends Gala, increasing attendee engagement and donor recognition and meeting or exceeding fundraising goals.

My design process started with a title lockup, building two complementary looks: a bold art-deco crest layered over playful Havana-inspired illustrations for high-impact pieces, and a lighter palm-leaf pattern for supporting materials giving the collateral a cohesive feel.

The 2023 Bright Futures Gala campaign centered on celebrating the potential of students. The visual identity balanced warmth and aspiration — a rich green-to-gold duotone treatment, laurel iconography, and bold collegiate typography that felt timeless and energizing.

The campaign spanned a suite of touchpoints: sponsorship brochure mailer, event posters, menu and program, screen graphics, and supporting web and social assets — all designed to carry a cohesive story from first impression to the night of the event.

The Jersey City Leadership Awards honored individuals whose work and vision have shaped the city's communities across four pillars: Service, the Arts, Innovation, and Legacy. The design drew directly from the setting — a sweeping nighttime skyline anchored the cover, with a deep navy and gold palette that conveyed prestige and civic pride.

The event collateral carried that same gravitas throughout: a program booklet, sponsorship materials, and supporting graphics all designed to reflect the weight of the recognition being bestowed across each category. The result was a cohesive visual identity that felt worthy of the impact makers it celebrated.

New Jersey City University — “Agent of Change” Campaign

This advertisement promotes NJCU as a driving force for economic, cultural, and social progress across New Jersey. Featuring a bold typographic overlay and the university’s signature gold color, the design conveys confidence, vision, and inclusivity. The composition balances a strong visual hierarchy with clear messaging that highlights NJCU’s mission to create, drive, and partner for positive community impact. The result is a modern, engaging piece that reinforces NJCU’s identity as an agent of change for the state.

New Jersey City University (NJCU) — “Change Your Game” Bus Wrap Campaign

This transit advertisement extends NJCU’s bold brand identity into a dynamic, mobile format. Designed for both English and Spanish audiences, the campaign emphasizes accessibility and inclusivity while promoting NJCU’s transformative message: Change Your Game. The vibrant gold palette, large-scale typography, and confident portrait photography create high visual impact on city streets. The design maintains brand consistency across multiple bus models and routes, ensuring strong visibility and recognition throughout New Jersey.

Undergraduate Branded Digital Advertisements

These digital advertisements are branded for awareness of undergraduate programs available at New Jersey City University.

Landmark Signage

A recurring challenge on campus was legibility from a distance — new students navigating between buildings needed to spot their destination quickly, without hesitation or backtracking.

Since classrooms were already identified on maps and schedules by a letter-prefix system (room "K204," "H110," etc.), I extended that same logic to the exterior signage. Anchoring each sign with a single oversized letter did double duty: it reinforced a system students already relied on, and gave the sign strong visual structure and hierarchy at a glance — readable as a shape well before the type underneath comes into focus.

Institutional and Spirited Logo Refresh

A comprehensive logo refresh for New Jersey City University — modernizing the primary mark and developing co-branded versions across institutional and spirited applications, balancing tradition with a cleaner, more versatile identity system.

These digital advertisements are branded for awareness of undergraduate programs available at New Jersey City University.