About a project
The Dusetos Chess Tournament organizers set out to modernize the event’s visual identity without losing touch with its tradition-minded community. The goal was to create a design system that balances innovation with heritage—reflecting both the strategic elegance of chess and the cultural character of Dusetos.
The brief called for more than aesthetics; it demanded meaningful symbolism, storytelling, and a unified experience across digital and physical touchpoints. The result is an intentional, enduring identity that honors tradition, strengthens local pride, and grows with the tournament.
Event branding
Chess tournament
Provided solution
The coat of arms of the town of Dusetos features three horses—a powerful and evocative symbol that naturally aligned with one of the most iconic figures in chess: the knight. This visual and conceptual connection became the foundation for the tournament’s renewed identity.
By thoughtfully merging the heraldic horse with the chess knight, incorporating the stylized "D" from Dusetos, and drawing from the color palette of the organizing company's logo, I developed a visual mark that is both contemporary and enduring. The resulting logo captures the essence of place, game, and institution—offering a timeless emblem that resonates with local pride while appealing to a broader, modern audience.
This design language was extended into a cohesive event identity system, including a hand-illustrated poster, participant badges, a branded photo wall, award cups and medals, custom diplomas, and a series of social media visuals. Each element was crafted to ensure consistency, clarity, and visual impact—bringing the spirit of the tournament to life across every touchpoint.
Content in social media
I developed a cohesive social media content system designed to foster ongoing engagement with the tournament’s community. The strategy seamlessly integrated calls to action—encouraging registration—alongside storytelling elements that highlighted the tournament’s rich history and invited followers to take part in its evolving narrative. Each post was crafted to sustain interest, build anticipation, and create a sense of belonging around the event.
