In 2018 my good friend, musician, activist and writer Reeta Loi asked me to be her art director. Since then I created her brand identity as she performed under the name of Loial, including logo, photography, album cover art, music video and backdrop visuals for her live gigs.
Reeta has since rebranded as simply Loi for which I also designed her new identity.
Loial EK Ep
Reeta In The Press
A selection of the backdrop visuals I created for Reeta’s live performances.
Reeta wanted her imagery to acknowledge her heritage and the Bollywood musicals she’s always loved and been inspired by and combine them with the glitchy style we’d developed for her Brand Identity.
To create the video for Reeta’s single “Too Late” I experimented with creating vector imagery of a performance of the song she shot on her iPhone, manipulating and animating them on a series of apps. The entire video was created on iPad.
As I was teaching myself Ableton at the time, Reeta also kindly allowed me to remix Too Late
Earlier this year, as her activism in the Indian Gay community really blew up, Reeta decided to rebrand simply as Loi for which I designed a new identity including logo, colour palette and Social Icons. The three letters in the Loi logo represent her core talents of writing, music and public speaking.
