BRAND IDENTITY / CULTURE
MONUMENT
CLIENT
MONUMENT / Concept
ROLE
Art direction, brand identity and campaign
YEAR
2026
01 / OVERVIEW
A classic game. A brighter culture.
MONUMENT reimagines the chess club as a meeting place for design, style and a little healthy competition. This self-initiated brand concept gives a familiar game a fresh cultural presence.
Cobalt blue, persimmon orange and warm ivory create an instantly recognisable world. Sculptural pieces, expressive portraiture and considered typography connect the identity across packaging, clothing and an imagined club space.
Make every move a statement.
The chessboard becomes the starting point for the whole system: a simple rhythm that moves from membership cards to larger spatial moments. Glossy pieces and tactile cotton bring a playful contrast to the precise graphic language.
Campaign-scale compositions sit alongside close material studies, giving the story both energy and detail. All imagery is AI-generated for this fictional portfolio concept; no real client commission is implied.
