2018 World Chess
Championship London

IDENTITY     EVENT & SPACE DESIGN     PACKAGE DESIGN    

World Chess organises the main chess tournaments all over the world in partnership with FIDE. The 2018 Championship in London was a unique event and the client wanted it to have a unique identity, that would change the perception of chess as a dull game for intellectuals. For the key visual for the Championship, I came up with an image that represents the main qualities of the game: high tension between the opponents and their unity at the same time. The presence of human and emotions was the new thing in the industry. My team also developed an identity for all the different channels of communication: from website, navigation, and venue design to merchandise and trophy medals. We made a complex identity, based on a set of key visuals but which also included patterns, illustrations, lettering, and typography. The event took place at The College in Holborn, and the opening ceremony was held in the Victoria and Albert Museum. The key visual became viral and people of all ages and all over the world discussed it. Media called it one of the most important sporting event of the year and at the end it received 1.9 billion media impressions.