Branding and collateral design for an after-school chess program

The Yes for Chess website home page in a tablet

Project

Yes for Chess is an after-school program, based in the Bay Area, that teaches chess to elementary school students. It’s a private organization that partners with different schools across the area.

The founder wanted to update the visual design of the program’s website along with the accompanying printed collateral.

Roles

  • Design
  • Front-End Development
  • Print Production
the four color swatches used for branding

Design Approach

The founder didn’t want to modify the original logo, so I kept it and distilled a simple color palette from it. I felt their existing website and printed materials were stark and dull.

Since this was for a children’s after school program the brand could use a big splash of color. The visual design would be playful, warm and lively.

website redesign

Awkward imagery, an oversized masthead, bizarre typography — the previous site had all the markings of poor web design. I audited the site’s copy and consolidated redundant information. I added an “About Us” section as well as a digital “news board” on the home page for announcements.

Previous Site Design
image of the previous site's home page
Redesign
image of the site's redesigned home page

Animation

I was able to pull off enough Javascript to animate the list of “Benefits of Playing Chess.” I used photos from the program and added a “Ken Burns” effect to dispay this information in a more visually interesting way than a simple, static list.

Previous Site Design
image of the previous site's contact page
Redesign
image of the site's redesigned contact page

Printed Collateral

I had a lot of fun designing the instructor packet and sell sheet. I purchased vector art chess pieces I thought would add some whimsy to the information included.

I wanted visual cohesion with the website so I used the same blue checkered pattern from the website’s background as a highlight in both brochures. I also included the same photography.

the outside of the instructor packet brochurethe inside of the instructor packet brochure
the outside of the sell sheet brochurethe inside of the sell sheet brochure