3Point

How do you create a digital platform that brings fans together before, during and after the match? For 3point.dk, we brought design, content and community together in one digital home ground for Brøndby’s most dedicated fans.
12 years of passion. A new digital chapter.

Since its launch in July 2014, 3point.dk has given Brøndby fans a place to follow their club up close. Through news, analysis, interviews and debate, the publication has built a community where that passion lives every day.
By its sixth anniversary in 2020, the site had already recorded 2.4 million visitors, 15.7 million visits and 25 million page views since launch. A story of fans returning to the same destination, time and time again.
That history brings responsibility. A new platform needs to accommodate both an extensive content library and a community with established habits, strong opinions and high expectations.

That was our starting point: to give 3point.dk a new digital foundation that builds on what fans love and makes room for the next chapter.

From content to participation
Football doesn’t stop at the final whistle. It lives on in the analysis, the discussions and the anticipation of the next match.
That is why the fan community plays a central role on 3point.dk. Through live chat, discussion posts and comment sections, fans can share their excitement, challenge each other’s views and experience matches together.

A news story sparks a discussion. A match becomes a shared experience. And a comment can open up a whole new perspective.
We brought it all together in a digital environment where fans can stay informed, explore stories in depth and contribute to the conversation.

Designed around the everyday fan experience
Our approach focused on the relationship between content, users and the experience connecting them.
We translated this into a clear structure and visual design that brings news, analysis, podcasts and video together with discussion and participation. From a quick news check on a phone to an in-depth analysis or a conversation during the match.

The design gives journalism room to breathe and makes the community a natural part of the experience. A familiar home ground that invites fans to keep reading, get involved and return.

A foundation with room to grow
For 3point.dk, a new website was also about the freedom to develop the publication.
The previous platform was difficult to build on. A new foundation was needed to make it easier to turn editorial ideas and fan feedback into new features and improvements.

We therefore approached design and development together from the outset. Content, community features and functionality needed to work as one cohesive experience, with room for the platform to evolve alongside the publication’s ambitions.


The result is a digital home ground that brings journalism, conversation and passion together before, during and after the match.
When community is the driving force, it belongs at the heart of the solution.