Raga - No Formula
Creative direction and visual identity for No Formula, Raga’s 21-track mixtape on Def Jam India. I developed the ≠ mark and a blue-stone visual language that carried through the cover, tracklist, studio photography, artwork for Kuch Mat Kar and all 21 lyric videos.
About
No Formula moves between moods and collaborators without losing the grain in Raga’s voice. I wanted the visuals to hold onto that grit. After exploring several directions, I arrived at the ≠ mark: a simple way to express a record that resists a single definition. Carved into blue stone, it became the starting point for the identity.
The photography shifts between stripped-back portraits and more theatrical lighting. For the lyric videos, a shared carved-stone template and an audio-reactive histogram bring the 21 tracks together. The campaign imagery also featured on Spotify’s RAP 91 Hindi, YouTube Music’s EKDUM and Apple Music’s Today’s Hits, and in Rolling Stone India and Billboard India.
Photography: Harman, with Dhhruv Singh on B cam. Studio: Studio STFU, Delhi. Styling: Sunny Chaudhary. Makeup: Adil. Management: Ofthewilderness. Watch all 21 lyric videos.
