Nabka is a dance center for contemporary and street styles in Moscow. Its name comes from its location on the embankment («naberezhnaya» in russian), and the slang word «Nabka» was brought by one of the founders from the Russian Far East. Initially, I was approached in the summer of 2021 to create the logo and visual identity, but from the very opening of the center through the end of 2025, I’ve been Nabka’s lead designer, handling all key projects and design tasks along the way.

This case is great because it feels «alive». When creating a brand identity, we usually work with concepts, and designers often don’t get the chance to see how their ideas will actually play out in real life. Here, however, I was able to experience that firsthand – I watched some elements of the visual identity work perfectly and lay the right foundation, while others evolved over time or were phased out entirely. These insights were invaluable in shaping my future projects.

logo
creation
process

The founders of the center are two top Electro dancers, so from the start they wanted to make it one of their key focal points. Electro is all about fast hand movements, sharp geometric lines, and intense energy. At the beginning, it was called Nabka Dance Spot.

After reviewing the first options, we immediately agreed on the style of the logo’s text, but felt the symbol was too complex and heavy. On top
of that, the founders decided to simplify the overall positioning concept
as well.

After a short search for the right form, we found the perfect N – formed
by the movement of two connecting parts. What these interacting elements represent is up to interpretation: teacher and student, music and dancer, stage and audience, or even two «flying» hands during
an Electro performance.

This led to the idea of creating a ligature from the letters NDS, using lines that reference the dancers’ movements. A vibrant turquoise was chosen as the base color, conveying energy and evoking the center’s location by the waterside.

We kept only the letter N in the symbol and shifted the focus from
a specific style to movement as a whole. The informal «Dance Spot» evolved into the more substantial «Dance Center», and turquoise
was moved in the palette to serve as an accent color.

The primary colors reference the energy of lightning, while the gradient adds an extra layer of dynamism.

social media design / 2021-2022

social media design / 2022-2023

One of the initial ideas for designing posts was to use slanted text blocks referencing the logo, but over time I moved away from this approach as it proved to be impractical.

The second idea, present from the very beginning and one that endured, was a background made from enlarged lines of the logo. It quickly became one of the key elements of the visual identity.

social media design / 2022-2023

social media design / 2023-2024

The main shape is a rounded rectangle, and it’s our versatile element –
it highlights headlines or important information, frames photos, and serves as cells in schedules, certificates, memberships, and more.

As the center grows, a wider variety of tasks has emerged. Recently, we shifted to a more neutral white background, expanded the color palette with new shades, and started experimenting more with the design, while still keeping the brand recognizable.

social media design / 2024-2025

With each season, I strive to introduce more and more functional improvements – making information easier to access in complex layouts, simplifying the use of template designs, systematizing all techniques and approaches, enhancing client interactions, and improving and diversifying visual appeal.

Showcase Concert

Twice a year, the сenter holds its Showcase Concert – a special event where beginners take the stage for the first time and receive full support, while experienced dancers perform professional snows, presenting the growth of their skills. It’s the most anticipated event for the students, and in its design, I aim to highlight the inspiring atmosphere while adding elements that make the event stand out from the rest.

nabka battle & choreo fest

The center organizes events not only for its students, but for everyone –improvisation battles, choreography contests, and workshops led by the judges. A related visual concept was created for these events, based on the same core elements (logo lines, colors, font). This way, the events stand on their own while clearly showing that they belong to Nabka.

nabka summer camp

A summer dance camp for kids and teens held outside the city. Since it’s an internal event for the center’s students, we use the familiar design base, but because the week is packed with activities, we go all out with color. The perfect result is a colorful snapshot in their memory.

membership cards

The printed part of the designs is one of the most important. Unlike an online poster, a membership card is held in the hands several times a week, so it needs to be a stylish detail in everyday life.

Above all, design should be helpful. In this case, it helps maintain motivation, appreciate personal progress, take pride in achievements, and make the journey in dance more mindful.

Certificates of achievement

advertising

Even though flyers and banners are common, they’re a challenging format. Information needs to be conveyed clearly and effortlessly.
You have to grab someone’s attention in just a few seconds without overwhelming them with brightness.

Internal informational materials

Client navigation within the studio needs to be as convenient and accessible as possible. No unnecessary extras – just the essentials and structure. Who teaches, their qualifications, membership fees, available discounts, studio rules, where to follow the news – everything served up clearly and ready to go.

merch

Twice a year, we work on designing merchandise (t-shirts, hoodies, pants, tote bags, and stickers). These aren’t just comfortable items for training, they also serve as a kind of uniform for all the teachers and studio teams when they travel to championships.

Editing and motion design for a promo video

I was glad to grow alongside this project, making it stronger and more functional, while becoming more skilled myself. I sincerely wish the center continued success and many exciting design challenges ahead.