National Desi Dance League
Elevating the brand for a Bollywood fusion dance circuit
Scope
Brand Identity, Brand Toolkit
Role
Freelance Graphic Designer
BACKGROUND
As a new force in the South Asian dance community, the National Desi Dance League (NDDL) sought to strengthen its presence and identity ahead of its third competitive season. The league exists to foster creativity, community, and belonging, providing a platform for South Asian artists to showcase their talent and celebrate shared culture.
I designed NDDL’s first complete brand identity and toolkit, creating a cohesive visual system to carry the league confidently into its next chapter.
THE CHALLENGE
Breaking into a saturated dance circuit
NDDL entered a space already dominated by established competitions like DDN Legends, where teams, audiences, and sponsors were already deeply invested. The challenge was to create a visual identity that felt unmistakably new and exciting—without alienating a community loyal to an existing circuit.
The original NDDL logo referenced traditional sports leagues through bold typography and a trophy mark, but the surrounding visual system lacked cohesion. Without consistent application—especially across social media—the brand struggled to project a polished, high-energy identity.
THE SOLUTION
With the season quickly approaching, I was brought on to rapidly develop a refreshed visual identity that could scale alongside the league’s growth. Building on the existing foundation, I evolved the brand into a more cohesive and elevated system—retaining NDDL’s signature electric blues and purples while introducing a fresher, more intentional look.
The logo redesign was the most critical and time-intensive element. The updated mark features a geometric flame, with a base that subtly resembles a hand holding it—symbolizing unity, a shared spark, and NDDL’s commitment to inclusivity and creative expression.
