Morillas Transforms Internet Chess Club with a People-Centric Brand Strategy

ICC, The comeback of a pioneer. “If we had to create a great online community it would be a mixture between the Cheers bar, an art museum where it is possible to watch quality chess, and the Boy Scouts, who teach values in a friendly way.” Marty Grund, President of the Internet Chess Club. A complete revamp of the brand identity of the first-ever Internet chess server had to convey this community sense also with a business focus in scholastic chess and learning features to lure in new publics. Back in the day, players logged in via telnet and the board displayed as ASCII text, but the new ICC had to be all about people and chess and less about nostalgia. So we embraced this open spirit through a vibrant and warm graphic language designed to be community-friendly, especially conceived for k