Goals
01
Rebrand chess, emphasizing hope and mutual respect, turning it into a potent symbol of peace globally.
02
Create a global peace movement that promotes dialogue, respect, and diplomacy for world peace.
chess.com
CHESS PEACE MOVEMENT
Overview
In a world where division and conflict are growing, Chess.com aims to convey a message of peace and unity while promoting the game of chess. The challenge at hand is to effectively position Chess.com as a platform that advocates for peace rather than war, inspiring our users to embrace these values in a world where unity is increasingly vital.
Company
Chess.com
My Roles
Art Director, Graphic Designer, Model
Teamates / Roles
Overview
In a world where division and conflict are growing, Chess.com aims to convey a message of peace and unity while promoting the game of chess. The challenge at hand is to effectively position Chess.com as a platform that advocates for peace rather than war, inspiring our users to embrace these values in a world where unity is increasingly vital.
This campaign should seek to transform chess into a symbol of hope and mutual respect, sparking a movement toward peaceful dialogue and diplomacy in harmony with real-world sentiments of peace.
Our approach stemmed from thorough research and inspiration from successful brand campaigns. Utilizing Chess.com for the campaign, we recognized chess as a potent symbol for unity, denouncing conflicts. This research-driven cornerstone led to developing a campaign championing chess and advocating peace, firmly rejecting the current state of war.
Leading the creation of a brand campaign , I focused on promoting social awareness. This project's challenge was swiftly showcasing our art director skills and establishing trust and connection while guiding Mass Communication students within a tight one-week timeframe.
In tackling the challenge of swiftly showcasing our art director skills and fostering trust within a tight one-week timeframe, we developed a thoughtful and professional strategy. This encompassed providing sketches, a meticulously planned timetable, a comprehensive shot list, and a detailed materials list for the upcoming photoshoot. Additionally, we cultivated an open-minded culture, actively encouraging suggestions to create more profound opportunities for exploration and discovery.
This adaptable approach significantly heightened the likelihood of success in the project. The effectiveness of our strategy became evident during the photo shoot, where enhanced organization and the team's boosted confidence contributed to a seamlessly executed and successful outcome.
Our approach stemmed from thorough research and inspiration from successful brand campaigns. Utilizing Chess.com for the campaign, we recognized chess as a potent symbol for unity, denouncing conflicts. This research-driven cornerstone led to developing a campaign championing chess and advocating peace, firmly rejecting the current state of war.
Leading the creation of a brand campaign , I focused on promoting social awareness. This project's challenge was swiftly showcasing our art director skills and establishing trust and connection while guiding Mass Communication students within a tight one-week timeframe.
In tackling the challenge of swiftly showcasing our art director skills and fostering trust within a tight one-week timeframe, we developed a thoughtful and professional strategy. This encompassed providing sketches, a meticulously planned timetable, a comprehensive shot list, and a detailed materials list for the upcoming photoshoot. Additionally, we cultivated an open-minded culture, actively encouraging suggestions to create more profound opportunities for exploration and discovery.
This adaptable approach significantly heightened the likelihood of success in the project. The effectiveness of our strategy became evident during the photo shoot, where enhanced organization and the team's boosted confidence contributed to a seamlessly executed and successful outcome.
Design Process
Inspiration and MoodBoard
I conducted research to grasp the essence of the campaign, focusing on its intended emotions and tone. To visualize my vision, I curated a moodboard and added references to guide the design direction. Utilizing social media platforms like Pinterest, Behance, and Instagram, I explored and drew inspiration for the campaign.
Tagline
We've created 'Move Your Peace' to symbolize harmony between chess and peace, urging individuals to contribute actively to peace in their lives and communities. It embodies strategic moves, fostering understanding, and taking action, essential in both chess and peacebuilding.
Sketches
We created sketches and a shot list to outline the idea and flow of the shots. These sketches provided various angles and subjects for the photographer to understand our idea and direction. This plan helped us stay organized and prepared for the photoshoot.
Photoshoot Results
Our art direction and shot list sketches carefully guide our talented photographers, enabling us to create amazing photos for our campaigns.
The Creative Idea
For the creative idea in our campaign, we incorporated the “Handshake” from chess, a gesture renowned in the chess community and professional chess competitions. This handshake is a symbol of respect and sportsmanship, traditionally performed before and after a match. Additionally, we symbolized the two sides in war using the colors white and black.
The model dressed in white and black represents ordinary people, who often suffer the most in conflicts. The campaign’s main message is that in every war, it is the ordinary people who suffer the most. We aim to convey that if ordinary people can make peace with each other, there is hope that those in positions of power will follow suit.
The Creative Idea
For the creative idea in our campaign, we incorporated the “Handshake” from chess, a gesture renowned in the chess community and professional chess competitions. This handshake is a symbol of respect and sportsmanship, traditionally performed before and after a match. Additionally, we symbolized the two sides in war using the colors white and black.
The model dressed in white and black represents ordinary people, who often suffer the most in conflicts. The campaign’s main message is that in every war, it is the ordinary people who suffer the most. We aim to convey that if ordinary people can make peace with each other, there is hope that those in positions of power will follow suit.
