Nishrinkala Dance Academy is dedicated to the development of students in the art of Kuchipudi (an Indian classical dance form). Ni-shrinkala, in Sanskrit, means to break away from shackles that bind. Education at the academy is guided by this ‘freedom’ vision and incorporates fitness training into its course structure for students to acquire a more contemporary dance aesthetic. This unique purpose is at the core of its branding strategy. The Brand Identity Design for Nishrinkala (covering identity, print and digital) has increased their visibility and drawn interest from dance communities in India and abroad.