ALICIA KEYS
ALICIA KEYS
Building the Visual World Behind the Artist
Creative Direction + 360º Campaign Systems
Great artists create more than songs — they create worlds.
Creative direction and design supporting the evolution of Alicia Keys as an artist, storyteller, and cultural voice. Across music, performance, digital, print, and experiential platforms, the work translated emotion, identity, and artistic vision into visual systems that connected with audiences worldwide.
Songs in A Minor
12M+ albums sold worldwide
7x Platinum certification
#1 Billboard debut
5 Grammy Awards
Library of Congress National Recording Registry
Five Grammy Awards, including Best New Artist and Song of the Year ("Fallin'")
Fallin’
#1 Billboard Hot 100
1B+ combined digital streams/views
Hell’s Kitchen
$100M+ ticket sales
13 Tony nominations
Broadway + National Tour
From Artist Story to Cultural Experience
The evolution of Alicia Keys’ creative universe continued with Hell’s Kitchen, the critically acclaimed Broadway musical inspired by her music and personal story.
Generating over $100 million in ticket sales across nearly 800 performances, earning 13 Tony Award nominations, and launching a national tour, Hell’s Kitchen demonstrates the enduring power of artist-driven storytelling.
SONGS IN A MINOR
360º ALBUM CAMPAIGN
Released in 2001, Songs in A Minor introduced Alicia Keys as a defining voice of her generation, establishing an artistic identity that connected music, storytelling, imagery, and culture.
Creative direction and integrated campaign design created a cohesive visual language across print, digital, retail, publicity, and promotion—building an artist world designed to evolve across releases and performances. The campaign helped launch one of the most successful debut albums of the modern era and establish a lasting cultural legacy.
