Chazz, a global design studio
for NTT Data
We developed the entire branding project including strategy, naming and visual identity, redefining the positioning and creative concept based on the values of improvisation, rigor, order and chaos circling around the concepts of jazz and chess which immortalize these values and conformed the visual identity.
Sharing
the concept
Bringing together rigor, improvisation, order, and chaos for NTT Data.
Brief
NTT Data hired Erretres to launch a new global design studio under a new brand. We have developed the entire branding project, including: strategy, naming and visual identity.
Capabilities
Strategy
Brand
Digital product
Strategy
The branding project for Chazz required a considerable amount of research and analysis. Erretres’ strategy team studied numerous references to define the positioning and creative concept. ‘When Chess Met Jazz’ joins together the values of rigor, improvisation, order, and chaos represented by jazz and chess. Chazz is a new global creative studio, an open space in which senior professionals with hybrid skills collaborate to design business models, products, and services with a real impact on people and organisations.
Referential brand identity for the whole international network
Branding for a global design studio for NTT data
Strategic positioning in a competitive, and global context
I have come to the
personal conclusion that while all artists are
not chess players all chess players
are artists.”
Marcel Duchamp.
Artist & Chess Player.
Visual identity
The Chazz logo was developed from the combination of a pentagram and a chessboard. The construction and the movement of the logo are based on the shapes and moves of chess pieces and musical notes.
Naming
‘Chazz’ refers to the encounter between jazz and chess. The creation of a name is a strategic and creative decision which must be aligned with the objectives of the brand. It is the axis around which the value proposal is constructed, it defines the positioning, distinction and impact of the brand. ‘Chazz’ is the sum of strategy and intuition, thinking and creativity. The perfect hybrid. An extraordinary result.
Chazz
The sum of strategy and intuition, thinking and creativity. The perfect hybrid. An extraordinary result.
Touch points
The Chazz logo was developed from the combination of a pentagram and a chessboard. The construction and the movement of the logo are based on the shapes and moves of chess pieces and musical notes.
