Rookie
LOCATED ON 6000 LEVEL
Rookie is a brand identity for a social club focused around chess.
Problem Space
Chess has seen a major resurgence in popularity due to streaming, influencers, and digital culture. This rise has occurred mostly online, where chess platforms and social media dominate how many young players experience the game. As a result, young adults interested in chess struggle to get into the game due its perception as an online pursuit, rather than a social activity —isolating audiences seeking a sense of community and in-person engagement.
Design Solution
Rookie is a branded social club experience built around chess — a space where the game becomes a catalyst for connection and community. Open to anyone regardless of skill level, Rookie reframes chess as a social activity and gives young adults the in-person, community-driven environment that online chess platforms can’t provide.
Rookie
LOCATED ON 6000 LEVEL
Rookie is a brand identity for a social club focused around chess.
Problem Space
Chess has seen a major resurgence in popularity due to streaming, influencers, and digital culture. This rise has occurred mostly online, where chess platforms and social media dominate how many young players experience the game. As a result, young adults interested in chess struggle to get into the game due its perception as an online pursuit, rather than a social activity —isolating audiences seeking a sense of community and in-person engagement.
Design Solution
Rookie is a branded social club experience built around chess — a space where the game becomes a catalyst for connection and community. Open to anyone regardless of skill level, Rookie reframes chess as a social activity and gives young adults the in-person, community-driven environment that online chess platforms can’t provide.
SEE YOU Real SOON
342 Clifton Ct.
Cincinnati, OH 45220
4.28–5.2
SEE YOU Real SOON