From Charlie’s “What if?” to a story-led Shopify store. We connected the product story, interactive learning, two videos and an original brand song into one family-friendly digital experience.
Finding Chess began with an eight-year-old girl named Charlie and one imaginative question. The product combines familiar chess pieces with Movement Cards and hidden Surprise Gifts. Our role was to translate that existing idea and product identity into a clear, engaging digital launch.
“Dad, what if chess had surprises?”
The family story became the emotional thread connecting the website, animation and music.
Charlie · Creator of Finding ChessA new game needs more than a product listing. Families need to understand what makes it different, see how it works and choose the right pack with confidence.
Every touchpoint had a purpose: make the story memorable, the rules approachable, the product choices clear and the launch experience consistent.
We developed the website positioning, story and sales copy around family connection, discovery and beginner-friendly play, extending the existing product artwork into a coherent online world.
A custom Shopify experience brings together the homepage, product choices, brand story, gameplay guidance and support, with particular attention to mobile use.
Short instructions, visual demonstrations and interactive reveals communicate the game’s mechanics in the same playful language as the product itself.
Two purpose-built videos and an original Finding Chess song connect emotional storytelling with product education, supported by consistent characters and visual direction.
The experience moves from curiosity to understanding, then into product selection. The storytelling and commerce sections work together throughout the journey.
Dedicated mobile hero treatment, readable content, responsive video and convenient purchase access keep the experience usable on a phone.
Product images, included-item lists and Add-On notices explain which option includes a chessboard and chess pieces.
Gift information, contact forms, order notifications, shipping configuration and support content extend the work into everyday store operations.
From scripts and storyboards to scene direction and final assembly, the content keeps Charlie, Dad and the game visually connected while giving each piece a distinct job.
An emotional introduction to Charlie, her dad and the imagination behind the game. A story-led format suited to mobile viewing.
Explore Our Story ↗An animated explanation of the board setup, Movement Cards, gift captures and winning reveal. The family narrative makes the rules approachable.
Explore How to Play ↗Production scope: creative direction, scripts, storyboards, character and scene consistency, animation, voice, sound and final editing.
The original Finding Chess song brings the story and gameplay into a memorable musical format. On the store, synchronised lyrics let visitors follow along and tap a verse to jump to that moment.
Movement Cards and Surprise Gifts became interactive touchpoints on the website. These small interactions connect the digital experience to the physical game. Try the two sample reveals below.
Card artwork becomes an approachable explanation of how each chess piece moves.
Tap the card to reveal or reset.A gift reveal gives visitors a small taste of the product’s central idea before they play.
Tap the gift to reveal or reset.Positioning, story structure, audience benefits and website copy grounded in Charlie’s idea and family-friendly play.
Theme customisation, responsive homepage, product presentation, Our Story, How to Play and Contact experiences.
Complete Game and Add-On Pack options, pack-specific imagery, included-item information, cart notices and gift-order fields.
A welcome story film and an animated How to Play film, supported by scripts, storyboards and coordinated production direction.
A dedicated Finding Chess brand song, integrated into a website sing-along experience with synchronised lyrics.
Product image treatments, hero artwork, video posters and consistent Charlie-and-Dad scenes across digital content.
Movement Card flips, Surprise Gift reveals, four-step gameplay explanations and illustrated rule guidance.
Customer-service FAQ content, chat setup, contact and order notifications, shipping configuration and policy content.
Page titles, meta descriptions, product and content-page optimisation, responsive refinements and customer-journey checks.
The project brought the store, story, product education and brand content together for launch. The focus here is the delivered experience, not sales performance.
Visitors can meet Charlie, understand the game, explore its surprises, watch the films and choose a product within the same branded environment.
The brand now has a functioning storefront and a coordinated content library to support future product communication and marketing activity.
Finding Chess shows how strategy, Shopify development, animation and sonic branding can work together to give a new product a distinctive digital launch.
