1. 3 x 3 design
turning complexity into
effective communication

2. 3 x 3 design
what we’re all about...
We are an interdisciplinary team of global minded
design thinkers that work across disciplines to
strategize outreach tactics, educate with new
communication tools, and drive impactful
programming.

3. We go above and beyond average design and
1
2
3
We conduct advanced research to synthesize information
and identify patterns in data that can capture and express
meaningful narratives;
objectives and develop frameworks to achieve impact and
improve organizational performance;
We understand cultural contexts and use the human point
of view to tell stories that captivate and educate diverse
audiences about a program’s larger contribution to our cities.

4. our strategy
We place high value on analysis and synthesis of
universal issues and opportunities to help our clients
build out successful projects or programs. We don’t
see a project as a one-time job;
client’s needs
methods used
3 x 3 strategy

5. use data
RESEARCH
DESIGN
measure
impact
COMMUNICATION
tell stories
“the big picture”

6. AS CRÔNICAS TIRADENTES
Studio X Global Network / Studio X Rio
3x3 created a storytelling platform to improve

7. Leveraged local culture for
1
local economies and activities
Understood local culture to ground
design in historic references for
captivating content.

8. RESEARCH
Used mixed methods to inform program
development and product making. Interviewed
businesses and documented their social and
branding.
2
turn analysis into illustrations
Translated businesses’ economic
activities into a network of graphic
illustrations that show daily activities.

9. STORYTELLING + DESIGN
Leveraged interviews, research, and cultural
events to develop a uniquely Brazilian storyline
that grabs attention and drives participation.
3
create a public narrative
Employed real stories to develop
characters that illustrate economic
activities and explain larger urban
phenomena.

10. COMMUNICATION
Developed an online platform and
disseminated various print materials to engage
an audience, stimulate new discussions, and
emphasize the project’s overarching goals.
4
5
Leveraged Brazilian culture
to create characters that
not only explain a plot but
also explain contemporary
urban issues and policy.
Create a series of print
graphics and distribute
them in strategic locations
for targeted participation
in various workshops and
exhibitions.

12. INCLUSIVE PLACEMAKING
Redstone Townhomes Neighborhood Association; New
Jersey City University
3x3 led a citizen-generated planning process
placemaking strategy using participatory design

13. 1
cultural capital for a safe, attractive, and
Designed and led game, surveys,
and workshops to identify key
goals and develop neighborhood
interventions with stakeholders.

14. RESEARCH
Conducted spatial analysis and designed
qualitative mapping study to determine painpoints
experienced by residents, students, and visitors
surrounding urban connectivity, public safety, and
neighborhood resilience.
21 minors
2
pinpoint problem zones
highlight high-risk areas for pedestrians
calming solutions.
59 car accidents 1 year
involved in
in
44 pedestrian accidents
Pedestrian Accidents
Injuries
0
0
10
Pedestrian Accidents
10
# of pedestrian accidents
10
3
# of accidents
5
6
0
1
# of injuries
2+

15. STORYTELLING + DESIGN
Visually narrated physical and social programming
that capitalizes on local assets, activates underutilized
public space, improves public safety for walkability
and community resilience.
3
envision vibrant public space
Created renderings that activate
residents and students around pedestrian
experience improvements through public
university public art installations.

16. COMMUNICATE
Organized an open forum for dialogue around
desired area changes that align city-wide
stakeholders with community-generated
collaborative proposals.
4
outlines shared goals for creative design and
placemaking to garner local project support
during phasing structures.
public
art
events
engage
NJCU
students
mosiac
tiles

18. MAPPING FOOD ACCESS
Local Bee
platform to inform service strategies and increase

19. Mapped underserved
to and boost production of locally-
1
identify target end-user
Employed location-based suitability
modeling and consumer behavior
identify the market size.

20. RESEARCH
2
measure food culture and density of target
customers for service locations throughout
New York City.
spatialize access
Developed site and consumer surveys
to verify food culture, site suitability, and
neighborhoods to pinpoint exact distribution
locations.

21. STORYTELLING + DESIGN
Translated spatial analysis into an interactive
digital platform to crowdsource consumer
information for the company’s growth strategy
and disseminate information about food servicing
to the consumer.
3
Designed and integrated an online
interface into the existing brand
experience, utilizing research outputs,
maps, and vendor information.

22. BUSTED!
CLIENT The Street Vendor Project
3x3 developed a robust case to protect and

23. 1
uncover an unsustainable model
levied and paid.

24. RESEARCH
Obtained and rendered various data sets for
spatial analysis and impactful visualizations.
and how much revenue is actually generated
from police enforcement.
2
expose a complicated model
Launched a map study to visualize the
patchwork of illegal codes that vary by
vending type, streets, and times of day.

25. STORYTELLING + DESIGN
Packaged in-depth report to illustrate street
vending’s relevance for New York City’s culture
3
present a clear case
Reported and exposed how restrictions
are counter productive using infographics,
storytelling, and mapping.
4
Used vendor’s stories to add the
personable side of street vending.

26. FRAGMENTED CITY
Telefonica
largest cellular provider to identify meaningful
storylines and develop animated visualizations

27. Analyzed Big Data to visually
promote its potential value for
1
map mobility patterns
Investigated socioeconomic status and its
impact on mobility to improve transportation
networks throughout Mexico City.

28. RESEARCH
Used geospatial analysis to measure disparities
in transportation access and identify mobility
patterns. Added new value to existing data by
incorporating and analyzing additional data sets
that may have an impact on transportation.
2
Analyzed and compared two boroughs that
vary in socioeconomic status. Measured
health care coverage to understand how
social networks, livelihoods, and city services
incentivize travel

29. STORYTELLING + DESIGN
Created a compelling video narrative about
mobility patterns to grab audience attention
and highlight “big data’s” ability to improve
city services.
3
reveal the impact of socioeconomic status
on connectivity and distance traveled.

30. BRAND EXPERIENCE
3x3 creates integrated brand and service experiences,
Design is subjective and contingent on
cultural phenomena. Our design strategies
are derived from creative methods that are
contextual and culturally insightful.

31. We develop brands based on an informed
3

32. CITY SECRETS
Developed brand identity, user
experience, and an operating strategy
for a mobile app about audio storytelling
and urban exploration.
city secrets
Wylie Goodman info@citysecrets.com
917 . 601 . 5010

33. BARRISTA CONUNDRUM
Prototyped and packaged an educational
tool kit that demonstrates how smart
technologies can be used to create
user-friendly interfaces that engage a
wider audience and capture strategic
information.
a barrista conundrum
the carioca bias

34. MEN ELECTRONICS
Customized branding and delivered
a simple and impactful website
to express our client’s mission and
capture a wider customer base.

35. SOLSTICE AND THE SCIENTIST
Designed plotline and characters
that turn the science classroom into
an interactive adventure elementary
students can embrace and enjoy.

36. VISUAL STORYTELLING
We translate complex information about cities and
Data contains hidden meanings and unknown
patterns. We facilitate data literacy by crafting
storylines that engage and educate people
from diverse backgrounds through infographics,
systems mapping, and spatial visualizations.

37. A TALE OF TWO NEW YORKERS
income immigrants who outnumber domestic migrants 3 to 2.
AA
ccording to recently released census
ccording to recently released census
data, data, 2010 awas a historic for for
2010 was historic year year
New New State State – itthe first year in in
York York – it was was the first year
decades that moremore Americans moved
decades that Americans moved
in than than Domestic migration, just just
in out. out. Domestic migration,
like like international migration, tends
international migration, tends
to increase during economic booms,
to increase during economic booms,
and ebb during recession. This This was
and ebb during recession. was
especially true true during the recent
especially during the recent
0
NY
CA
IL
MI
NJ
OH
LA
MA
CT
MD
KA
PA
IA
MN
DC
RI
NE
MS
HI
ND
IN
WI
AK
VT
SD
WV
WY
OK
ME
NM
NH
MT
MO
DE
UT
AR
KY
AL
ID
VA
OR
CO
WA
TN
SC
NV
GA
NC
AZ
TX
FL
-500000
housing bust, when many Americans
were
trapped
by
underwater
mortgages. Given that unemployment
is higher than the national average
and incomes are lower, what exactly
is it that newcomers find so appealing
about New York now? With the
majority of immigrants heading to
the New York City region, and out-
-1000000
migrants largely leaving other parts of
the state, access to jobs could be one
explanation. However, a recent report
from the Empire Center for New York
State Policy found the high tax burden
(highest in the United States) and the
high cost of housing to be the reasons
most cited for out-migration. A cause
for concern is that they are taking
their above-median incomes with
them, causing a “hollowing out” of
the region’s socioeconomic spread and
potentially troublesome consequences
for state tax rolls. Has this trend
finally reversed? Or should New York’s
planners and policymakers be doing
more to address increasing disparities
and retain higher income residents?
DOMINICAN REPUBLIC
CHINA
JAMAICA
MEXICO
GUYANA
ECUADOR
HAITI
WA
MT
ME
ND
RUSSIA
VT
OR
MN
ID
NH
SD
WI
MI
WY
INDIA
COLOMBIA
KOREA
NV
PA
IA
NE
IL
UT
OH
IN
KS
MD
VA
MO
NJ
DE
UKRAINE
ITALY
WV
CO
CA
MA RI
CT
NY
TRINIDAD & TOBAGO
POLAND
KY
PHILIPPINES
NC
TN
AZ
OK
NM
AR
SC
MS
TX
BANGLADESH
AL
GA
PAKISTAN
PERU
HONDURAS
LA
OTHERS
AK
FL
Data Source: US Census 2000-2010
HI
0
+500000
+1000000
Out
In

38. THE COST OF LIVING IN A GLOBAL CITY
to highlight the emergence and rapid increase of real
USD/sq.ft/year
$233
$104 $108
$94
$115
$166
$114 $241
4
7
8
9
Milan 91
6
Zurich 94
5
Paris 104
Moscow 108
Rio 120
Tokyo 166
3
Mumbai 114
2
NYC 115
1
London 233
Hong Kong 241
$91
10
from #13 in 2010 to #4 in 2011- a 47% rental uplift
Rank 2011

39. NEW MEDIA AND SOCIAL ‘MOVEMENTS’
Charted social and traditional media’s direct
movement throughout Manhattan.
9/17
10/1
mm/dd
11/1
A study of
social media
versus official
media
new york times v flickr
flickr
(number of articles written on occupy wall street + zuccotti) (number of uploders)
Timeline of Media Activity
Physical Expanse of Protests
aggregates of total flickr photo uploads :
(”occupy wall street “+ “zuccotti park”)
sept 1 -17
sept 18- 30
oct 1 - 15
oct 16 -31
nov 1 -15

40. EVOLUTION OF AN INNOVATION
Illustrated the evolution and adoption of two information
CASE 3: COMMUNICATION FLOW/SYSTEM ANALYSIS: USHAHIDI -> NOULA
KEY
USHAHIDI
NOULA
OUTCOMES
Ushahidi
SMS Medic
communication
vector
State Department
uncertain
communication
vector
SMS
4636
coordinate
+
funds
advice + counseling
app
177
translate
georeference
funder
domestic
respond
Marines
Southern Command
Program
16-6
UHP Fletcher School
respond
0
4
8
2
local actors
0
3
state actors
Ushahidi
US Coast Guard
georeference
+
record
Noula
georeference
rss feed
foreign
2
0
2
tapped into
humanitarian
response
No
Yes
Solutions S.A.
actor
Georgia Tech
School of Comp Science
0
foreign actors
CrowdFlower
3
derivative
applications
Radyo
Tap Tap questionaire
0
closed loop
systems
immediate
advice
Mission 4636
Noula
2-way
communication
flows
InSTEDD
respond
Red Cross
respond
Program
16-6
IOM
Office for
Public Security
Police Department
respond
respond
3000
TOTAL MESSAGES RECEIVED PER MONTH
2000
1000
0
NOULA
USHAHIDI
2010 JAN FEB
MAY
SEPT