Rather than starting over, I built on what NDDL already had. I kept the league’s signature electric blues and purples and refined them into a more intentional palette. I paired Poppins with Open Sans for a type system that scales from social posts to signage. Then I extended everything into a toolkit the league could grow into: social templates, season announcements, website, and print.
The logo redesign was the most critical and time-intensive part of the project. The new mark is a geometric flame whose base subtly forms a hand holding it. It represents a shared spark and NDDL’s commitment to inclusivity and creative expression.
National Desi Dance League
Elevating the brand for a Bollywood fusion dance circuit
The National Desi Dance League (NDDL) is a Bollywood fusion circuit built to foster creativity, community, and belonging for South Asian artists. Heading into its third season, NDDL was entering a space already dominated by established competitions like DDN Legends, and it needed an identity that felt unmistakably new. With the season approaching fast, I was brought on to design the league’s first complete brand identity and toolkit.
Brand Identity
Brand Toolkit
Logo Design
Social Media
2025
Freelance Graphic Designer
Scope
Duration
Role
2026 Sadhana Pakala | Designed with love (and too much caffeine)