PlayChess. Landing Page
Anna Gorbacheva
PlayChess
A landing page for a project that blends classic chess with NFT-based piece ownership.
Goals
Reduce skepticism around an early-stage NFT project and convert interest into action: joining the community and purchasing NFT pieces.
Year 2023
Industry Web3, NFT Gaming
Type Branding / Logo / Research / Landing / UI-Kit / 3D
Challenges
Pre-launch with no live product, high skepticism toward NFTs, and the need to both explain value and trigger action.
Key problems:
Unclear “why” behind owning NFT chess sets
Lack of trust without visible team and transparent roadmap
No unified visual system
Weak message hierarchy and CTAs
Overuse of jargon intimidating for newcomers
Hypotheses
A transparent roadmap plus real team profiles will increase trust and conversion
A clear value proposition will reduce confusion
A restrained, professional visual style will convey maturity
A single primary CTA, repeated in key sections, will improve click-through rates
Process
Researched positioning, offers, and landing structures of NFT games
Defined tone of voice and visual principles
Designed logo, palette, typography, icons, and patterns
Built a UI-kit with tokens, buttons, cards, modals, etc.
Designed the landing page with one main CTA and responsive versions
Delivered assets, brand guide, favicons, and developer specifications
Results
A unified, recognizable visual language was established
The landing page clearly communicates the project’s value, shows the roadmap and team, and drives target actions
Cognitive load reduced through structured storytelling and simplified messaging
Future material production accelerated thanks to the UI-kit and brand guidelines
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Posted Sep 30, 2025
PlayChess is a next-generation online chess game that integrates blockchain technology, offering a secure, transparent, and rewarding experience.
