For the 2023 championship, FIDE tasked us with raising the competition to the level of any world competition, and make it reach all audiences, beyond its niche target. The aim of the project was to emphasize that chess is the sport of great minds, and this final, the meeting of the 2 best. From here, the creative concept was born, transmitted through a powerful claim: “unstoppable minds” And so, the identity comes to life. To emphasize the rivalry of the competition, the drama is hightlighted through the looks of the players, who try to decipher the mind of the other. In addition, we incorporate the use of torn paper as a graphic resource, revealing the new champion, adding a sporty style to the identity, bringing this competition closer to the look of a global mass event, and moving it away from the elitist idea which was associated in the past.