321 Sports

PenguinCube developed the environmental graphics and spatial identity for 321 Sports in collaboration with BDP, translating the existing brand identity into a new sports and recreation environment. The brief was to create a visual system that could strengthen the identity of the destination across its physical spaces while making the environment feel energetic, connected and distinctly recognisable. The design needed to work across different areas of the facility while remaining rooted in the established 321 Sports brand.

PenguinCube’s approach centred on adapting key elements from the existing visual identity to create a graphic language for the built environment. The brand’s characteristic line became the foundation of the system, drawing inspiration from the markings and boundaries found across sports fields. Its bold, interrupted form breaks, reconnects and continues through the space, creating a dynamic graphic element that reflects movement, energy and the idea of connection.

The resulting environmental graphic system uses these lines to create visual continuity throughout the sports environment. Applied across architectural surfaces and spatial touchpoints, the graphics help define and connect different areas while reinforcing the existing brand identity. The adaptable nature of the line allows it to change direction, scale and configuration according to the architecture, creating moments of visual rhythm without relying on a rigid or repetitive pattern.

Working across a sports and recreation environment, the project demonstrates PenguinCube’s approach to translating brand identity into spatial communication. In collaboration with BDP, the team developed a flexible graphic language that connects architecture, branding and the visitor experience. By adapting an existing brand element into a bold environmental system, PenguinCube created a distinctive spatial identity that feels native to both 321 Sports and its new physical context.