信則根榮

Redesigning Korean chess_Shinyoung Securities

信則根榮 helps new generations to understand the rule of traditional Korean chess intuitively.


The prototype of 信則根榮 chess

Shin Young is a time-honored brokerage firm in Korea. To redesign their current identity, the firm organized the ‘Shin Young Culture Challenge' design competition open to students. The purpose of the competition was to design a gift for a small number of important clients who trade a large volume of stocks. The design had to convey the motto of Shin Young, which is, ‘The prosperity of a company comes from the trust of its clients.'


Completed package of the product


Dissembled game board inside of the package

We focused on people in the age of 50s and 60s following the target group that the company aimed, and especially, their social activities. In this manner, we came up with Korean chess, which is commonly played in the older generation to build a stronger relationship and understand more about each other in a short period.


Testing game pieces with various heights

Although Korean chess is a well known traditional board game, the game rule of it is not so popular for the new generations. Our point to redesign Korean chess was to change its' physical interface for the better understanding of game rules, and especially, the score calculation system.


Options for the materials for game pieces and board

We redesigned the form of Korean chess while preserving its original rules. The chess pieces were designed in different heights according to the value of each piece so that, when the chess pieces are put into their case after being taken, the scores can be seen visually. This solves the problem of having to calculate scores after the game, and it also allows people who don't know how to play Korean chess can learn to play it more easily.


Variation in height of game pieces represent the score when it is placed inside of the case


Hanseul Yang, Jina Lee, Mia Seulmi Kang, Garam An

Mia Seulmi Kang

Mia Seulmi Kang, Hanseul Yang

Jina Lee, Garam An

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