Southwest Airlines Ten Year Gala Invitation

Southwest Airlines had a design they were proud of and an event that deserved more than a standard invitation. What they needed was a paper and finish that matched the weight of the moment — something recipients would notice the second it arrived, before they’d even open the envelope.

First impressions set the tone for everything that follows. A flat, ordinary invitation can undercut even the strongest design, while the right materials and craftsmanship signal that the event, and the guest, matter. For a brand built on hospitality, that first touchpoint carries extra weight.

We worked with Southwest Airlines to build an invitation that felt as considered as the occasion it was announcing:

• Sundance Felt Cover Stock throughout — an 80# Ultra White stock for the invitation itself and a heavier 110# Ultra White for the sleeve, giving the whole piece a distinct texture from the moment it’s picked up.
• A custom die cut of the Dallas skyline, grounding in the piece in place and turning a recognizable city view into a physical design element.
• Embossing and debossing across select areas, adding dimension guests can feel as well as see.
• Square 5×5 envelopes in matching 70# Sundance Felt Ultra White, carrying the same texture through to the very first touch.
• Full concept and design work, plus addressing and direct mailing, so Southwest Airlines could hand off the entire piece — from first sketch to mailbox — and know it was in good hands.

The result is an invitation that does more than announce an event — it previews the experience. Every material and detail, from the felt texture to the die-cut skyline, reinforces that this is a brand that pays attention to the details, right down to what lands in a guest’s hands.

Projects like this show what happens when a print partner is brought in early enough to think alongside you, not just execute a spec sheet after the fact. It’s a model for what’s possible on future flagship pieces — proof that the right partner can turn an ambitious idea into something clients want to hold.

If you have an event, campaign, or brand moment that deserves more than a standard mailer, let’s talk about what’s possible. Speak with a print expert to explore what we could build for your next project.