ABOUT

3x3 is more than a game, it's a festival of urban energy, a celebration of place and a chance for fans and family alike to get together in their community.

To truly live up to the most thrilling urban sport proposition and create cohesion across the competition and the core idea that inspires our design system in the 'Urban Angle'.
'Urban' captures the street attitude, the sense of community in location and a natural grit to the design look and feel; and the 'Angle' is about forward momentum, speed and sharpness of thinking.

The 'Urban Angle' is reflected literally in the angles used throughout the design-from the Infinity logo to the momentum pattern. This adds dynamism to type, a natural momentum to layouts, organises information clearly within the logo parallelogram setups and is reflected in aspects of the photographic art direction.