inna efimova | Dialog lab

Dialog lab

Dialog lab is a dance school founded in 2018 in Moscow by leading representatives of modern dance and theater: Ivan Estegneev, Evgeny Kulagin, Igor Sharoiko.

The school is engaged in contemporary dance classes, physical theater classes, performances staging and interdisciplinary studies of dance and in various types of performances. In all the disciplines great attention is paid to the body, the plasticity of the movement, the feeling and expresing oneself throught the dance. Every movement is conscious, meaningful and poignant . This school is not for amateurs, but for people who actively practice dance as a lifestyle or as a profession.

Problem: The lack of a holistic identity doesn’t make it possible to stand out and be noticeable in the dance education market.

Task: to build a design system that highlights the advantages of the school.

Industry

Education sphere

Client

Dialog lab

Category

Brand design
Brand identity
Motion design
UI/UX Design

Credits

Motion design: Alexander Rodakov
Brand identity,
Web design,
Photographer: Inna Efimova

Dialog lab is a dance school founded in 2018 in Moscow by leading representatives of modern dance and theater: Ivan Estegneev, Evgeny Kulagin, Igor Sharoiko.

The school is engaged in contemporary dance classes, physical theater classes, performances staging and interdisciplinary studies of dance and in various types of performances. In all the disciplines great attention is paid to the body, the plasticity of the movement, the feeling and expresing oneself throught the dance. Every movement is conscious, meaningful and poignant . This school is not for amateurs, but for people who actively practice dance as a lifestyle or as a profession.

Problem: The lack of a holistic identity doesn’t make it possible to stand out and be noticeable in the dance education market.

Task: to build a design system that highlights the advantages of the school.

Industry: Education sphere

Client: Dialog lab

Category:
Brand design
Brand identity
Motion design
UI/UX Design

Credits:
Motion design: Alexander Rodakov
Brand identity, Web design, Photographer: Inna Efimova

The school pays a lot of attention to the history of dance. It practices class base on the knowledge and experience famous provided by outstanding choreocrahers. One of the famous personalities was Rudolf von Laban and his Labonatation dance recording system.

His approach is very close to the school, as every movement is considered and analyzed with special care.
Labanotation is a system of analysing and recording of human Movement. The original inventor is the (Austrian-) Hungarian Rudolf von Laban (1879-1958) an important figure in European modern dance.
Similar to music notation Labanotation uses a staff. The score is read from the bottom to the top of the page. This has the advantage that anything what happens on the left side of the body could be written on the left side of the staff and anything what happens on the right side of the body could be written on the right side of the staff.
In the original recording, it looks much more complicated. The identity provides a simplified and revised version of the description.

In design were remained the description of body parts, movement and staff as the main elements.
Each part of the body has its own description and its own sign for writing. The appearance of the sign shows not only what part of the body it is, but also the position of a person in space, the degree and height of movement.
The colors have remained the same as they were before the redesign. They convey the character of strictness and restraint.
Staffs are very conveniently integrated into any communication format. Three to five staffs are used is the widest format, where as one staff only one is presented in the nearrest ones.
AR masks were created to support communication on Instagram. It is a communication channel that Dialog lab most often uses for sharing information.
The presentation of the new identity took place in Nizhny Novgorod. In this place Dialog lab provided a course for new student. After the presentation a concert was stage where the student performanced the dance.