9 Line
Overview
Nine Mile Road (part of the Detroit Mile Road System) was always just that, a road. Ten municipalities shared it, thousands traveled it, but it lacked a unifying story. Oakland County Parks saw something bigger: a people-first corridor connecting parks, trails, art, and neighborhoods with green infrastructure and walkable design. The vision was ambitious, but the brand identity wasn’t keeping up. Without a name, logo, or shared message, the project risked becoming a patchwork of disconnected efforts. That’s where CRIMSON stepped in.
Capabilities
Brand Personality
Brand Archetype
Brand Positioning
Market Research
Visual Identification
Logo Design
Typography/Font
Brand Colors
Brand Expression
Brand Guide
Style Guide
Wayfinding
Content Consulting
What We Did
We began with people, the ten communities whose voices and values had to converge into one identity. We immersed ourselves in feasibility studies, planning frameworks, and local surveys, then mapped the collective aspirations into a strategy built on clarity and trust. The breakthrough came with a bold name: The 9 Line. Simple. Memorable. A banner that every community could rally behind.
From there, we built an entire ecosystem. A modern visual identity and logo system. A consistent naming approach for mile markers and community stops. A tone of voice rooted in wisdom and shared progress, shifting the brand archetype from Explorer to Sage to reflect stability and thoughtful growth. And finally, a comprehensive style guide to keep the brand moving in lockstep, mile after mile.
Results
The 9 Line is no longer just a corridor; it’s a movement. Ten municipalities now share one identity, one story, and one future. The brand has transformed a fragmented infrastructure plan into a unifying framework for collaboration, simplifying communication, inspiring placemaking, and creating momentum for funding and long-term development.
This is branding at its best: bold enough to unify, flexible enough to serve, and powerful enough to turn a stretch of road into a shared symbol of connection.
