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Rebrand + Website for one of the most interesting sports I’ve come across. ♟️🥊
Meet United Chessboxing, the brand and team spearheading a sport that fuses the brains of chess with the brawn of boxing, led by the first American world champion, Matt Thomas.
The rules are simple: alternate between rounds of chess and boxing until someone wins by checkmate or knockout.
The Rise of Chessboxing
Born from a French comic by Enki Bilal, the sport became reality in 2003 when artist Iepe Rubingh hosted the first event in Berlin. It quickly spread across Europe and Asia before finding new life in the U.S. through pioneers like Kevin Vaugh-Carber and Matt “Matador” Thomas. Since then, the sport has grown globally, from the Mogul Chessboxing Championship to an exhibition at the 2024 Paris Olympic Games.
I actually met Matt at Bonnaroo this year, and after nerding out over Old School RuneScape and our shared chess-filled childhoods, he told me the team was preparing for the World Championship in Serbia where they would compete against 50 other countries and 300 competitors. Once I heard that, I knew I wanted to help and the goals became clear:
Build an identity that helped United Chessboxing continue leading the sport while paying homage to both chess and boxing, and ensure Team USA went into the World Championship with an identity that matched their strength and spirit. 🎯
My favorite highlight? The Logo.
It’s simple and direct, showing the force of boxing through a fist within the body of a chess piece. Even if you don’t know the sport yet, you can instantly see the fusion of both disciplines in the mark.
The team had so much fun with this one because the industry/sport is just soooo unique.
And how did United/Team USA do at Worlds?
🥇 4x Golds
🥈 3x Silvers
🥉 2x Bronzes
🏆 2nd Overall
And to top it off, ESPN’s 60 Minutes aired a full segment last Sunday on the sport, the team, and their journey to Worlds.
Fun fact: I played competitive chess from like 5 years old to 15, so not only did I have a personal mission to make this SICK. That background helped us design subtle brand details that only chess players would catch, like how the arrow assets across the website reflect the movement patterns of specific chess pieces. 🤌
To learn more about this fascinating sport:
unitedchessboxing.com




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