This stripped-down, high-end, typographic solution began with the development of an elaborate back-story and passed through several more illustrative phases before achieving the solution shown here.
Threads of the original narrative persist in the broader campaign.
Alice seems to be going to a party. Even if its one so cool the balloons all have to be black. There seems to be some rusty, urban stuff making it hard to find her. Help is at hand.
Fortunately, for those who truly seek, there is a way to find Alice. Read the back of the card carefully.