The redesign of the World Chess corporate website was driven by the company’s global rebranding initiative. With multiple brands under its umbrella—such as FIDE Online Arena and World Chess Club Berlin—the challenge was to create a cohesive digital presence that differentiated each entity while presenting a unified vision. The primary goal was to showcase the company's impact and innovation in both digital and real-world chess experiences, making it appealing to potential investors and partners.
This project focused on creating a website that functions like a dynamic presentation, balancing engaging design with clear messaging, highlighting World Chess’s vision, products, and commercial opportunities in a seamless experience.
Please note: The website has been maintained exclusively by the client since its launch. Some of the copy shown in mockups may not directly correspond with real World Chess projects and is used purely as a placeholder. For up-to-date information, please visit the official World Chess website.
• World Chess
• FIDE Online Arena
• World Chess Club Berlin
• Chess revolution
• Investor showcase
• Modern chess products
• Chess merchandise
The need for a fresh take on the World Chess website came with the global rebranding and the need to clearly distinguish the different branches within the company—FIDE Online Arena, World Chess Club Berlin, and more. The goal was simple: create a site that gives potential investors and partners a clear picture of what World Chess does while showcasing its impact.
I took a presentation-style approach, making the above-the-fold section a statement piece. Right at the top, visitors were greeted with a bold message: “We revolutionize chess. At World Chess, we bring this philosophy to life by reinventing chess for both the digital age and real-world experiences across all our products.” This was paired with a few key pieces of news, project logos, and a London Exchange ticker displaying the current stock price (LON:CHSS).
Next up was the product portfolio. I laid out the main numbers and metrics for each product, dedicating a full screen for each, accompanied by descriptions and key information. This was followed by a visually striking parallax section, where the vision and mission of World Chess came to life in a designer’s dream—subtle, sleek, and to the point.
Then, to tie it all together, there was a big section that showcased everything driving revenue: merchandise from the World Chess Shop and subscription tiers for FIDE Online Arena.
For the news section, I opted for a clean grid layout with three featured stories and a smooth hover effect to keep things interactive. After that, a section highlighting additional projects invited users to explore more. To wrap it all up, there was a partnerships section, showing current partners and offering the opportunity for new ones to get in touch.
Finally, the footer gathered all three key products—FIDE Online Arena, World Chess Club Berlin, and the World Chess Shop—alongside contact information, useful links, and social media accounts.
While the design clearly aligned with the CEO’s vision and the CMO’s preferences, I would have liked to dive deeper into both qualitative and quantitative data to drive more substantial improvements. I also see the value in spending more time collaborating with the frontend developers to bring that complex parallax choreography to life more seamlessly.
Looking ahead, I’d approach future projects by first building a library of reusable blocks, which would streamline the development of inner pages. And, of course, finding a dedicated content creator for the site would be a major plus. Overall, I’m happy with the outcome of this project, but I also recognise plenty of areas where it could be taken even further.
