Each element, from music video to album packaging, website design to stage design was guided by the brand bible, harmonized seamlessly, allowing for a seamless global campaign.

But here's the kicker: the alphabet itself was infused with piano parts, forming a secret code that added an element of intrigue and set the stage for post-album launch marketing and press activities.

Encouraging fans to crack a series of messages that lead to tickets to secret gigs and bonus tracks.