Branding - Wayfinding - Campaign

9 LINE - Oakland County

Overview

Nine Mile Road has long served as a major corridor connecting ten communities across Oakland County, yet it lacked a unified identity that reflected its purpose and potential. Oakland County Parks set out to transform the corridor into a connected network of parks, trails, neighborhoods, and public spaces. The opportunity was to create a shared brand that would bring multiple municipalities together under one vision while making the corridor easier to understand, navigate, and experience.

My Role

As Art Director, I collaborated with strategists, copywriters, and designers to develop the creative direction for the brand. My role included brand strategy, naming exploration, visual identity design, brand systems, and the creation of supporting brand guidelines.

Approach

The project began with extensive research, stakeholder input, and a review of planning documents from all ten participating communities. By understanding the goals, challenges, and perspectives of each municipality, we established a strategic foundation centered around connection, accessibility, and community.

Working closely with the strategy team, we developed the name 9 Line, creating a memorable identity that unified the corridor while remaining approachable and easy to recognize. From there, I helped shape a complete visual identity system that included the logo, typography, color palette, graphic elements, and a flexible naming system for parks, trails, and key destinations.

To ensure the brand could be implemented consistently across municipalities, I helped develop a comprehensive brand guide outlining the visual standards, messaging framework, and tone of voice. The system was designed to be scalable across digital experiences, environmental graphics, wayfinding, marketing materials, and future community initiatives.

Outcome

The result is a cohesive regional brand that transforms a familiar roadway into a recognizable destination. By creating a unified identity and visual language, the 9 Line provides communities with a shared platform for communication, strengthens regional recognition, and establishes a flexible foundation for future growth and public engagement.