3DM6

A pioneering consulting firm in the field of Decision Architecture, 3DM6 helps organizations derive more value, find new opportunities, and make better-informed decisions using data and analytics.

Many businesses struggle to make sense of the overwhelming amount of information they capture, often leading to erroneous strategic decisions based on misinterpreted findings. To convey this challenge of the digital age, an optical effect known as lateral inhibition was employed in the design of the 3DM6 visual identity. Representations of data consisting of squares intersected by lines and circles cause the brain to momentarily see black dots appear in the center of the white circles as the eye scans around the grid. This visual metaphor for seeing things that aren’t really there became a fitting analogy for the dilemma many companies encounter when trying to understand how to become more data-driven.

The concept was explored further to create additional graphic elements for the identity, including a custom typeface based on the logo design, a series of advertising and promotional pieces, and a responsive website.