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Lead Image

Beautifully crafted and thoughtfully presented brochure where no detail was spared, from prop styling to gatefold measurements. 



Paperless Post

Quantity Produced


Production Cost


Production Time

1-2 weeks

Dimensions (Width × Height × Depth)

4 × 6 in (folded)

Page Count

8 panel

Paper Stock

International Paper / Accent / Opaque / 120 lb.

Number of Colors




Gatefold / self-bound


Plantin Head Light Condensed
Plantin Std Light
Basis Grotesque Bold
Basis Grotesque Medium


Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion
Paperless Post Wedding 2017 Promotion

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Project Description

Wedding season is pivotal at Paperless Post, and the 2017 wedding season was no exception. To address the challenge of engaging users with a classic aesthetic through a contemporary lens, the 2017 wedding campaign married paper and digital products in a single canvas, showing the range of delivery options Paperless Post offers for the entire wedding sending process. In our photo art direction, a set of crisply arranged objects creating geometrical shadows emphasized the precise and tactile nature of paper invitations, communicating the high quality of the fine paper stock itself.

As a physical counterpart to the visual online marketing of the campaign, printed collateral was designed to be received by representatives of the press as a means of demonstrating our approach to design for the 2017 wedding season, as well as an opportunity to feel the same quality paper stock which is used for our printed cards and invitations. The decision to pursue an 8-panel, gatefold construction was a deliberate one that ensured our ability to walk the reader through our approach to design and technology, so that they might experience one controlled stage at a time, reinforcing a careful approach to practicality through intelligent design.

Production Lesson(s)

As a brand that deals mostly with digital creative, it is always a welcomed challenge to shift our design thinking from the seemingly boundless canvas of the screen, to the physical form and structure of printed matter. We took care to proof the document frequently in order to constantly observe the opportunity that scale and pagination might offer us to better-express our design sentiments through a hand-held experience. Typography and photography were used in tandem to convey a visual experience that complements the on-screen marketing efforts we were also producing at the same time.

Because we periodically produce printed collateral for affiliate partnerships through our steady relationship with our printing partner, Mercury Printing, we do have a certain luxury of predicting the quality of the job with minimal deviation each time. However, this was the first time we have designed a gatefold construction, and the design challenges this format introduced to us, did enlighten us about potential new ways of imagining our visual brand in the future. We're constantly looking for ways to mature the Paperless Post brand experience, and we consider this project a great symbol of growth.

As our brand designer, Colleen Griffiths took care to remind herself during this project, "Measure, measure, measure!"”

Post Author

Author Picture

Bryony Gomez-Palacio

Editor of FPO and co-founder of UnderConsideration LLC.

More: Online / On Twitter


Date Published

May 18, 2017


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FPO (For Print Only), is a division of UnderConsideration, celebrating the reality that print is not dead by showcasing the most compelling printed projects.

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About UnderConsideration

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN. More…

blogs we publish

Brand New / Displaying opinions and focusing solely on corporate and brand identity work.

Art of the Menu / Cataloguing the underrated creativity of menus from around the world.

Quipsologies / Chronicling the most curious, creative, and notable projects, stories, and events of the graphic design industry on a daily basis.

products we sell

Flaunt: Designing effective, compelling and memorable portfolios of creative work.

Brand New Conference videos / Individual, downloadable videos of every presentation since 2010.

Prints / A variety of posters, the majority from our AIforGA series.

Other / Various one-off products.

events we organize

Brand New Conference / A two-day event on corporate and brand identity with some of today's most active and influential practitioners from around the world.

Brand Nieuwe Conference / Ditto but in Amsterdam.

Austin Initiative for Graphic Awesomeness / A speaker series in Austin, TX, featuring some of the graphic design industry's most awesome people.


Favorite Things we've Made / In our capacity as graphic designers.

Projects we've Concluded / Long- and short-lived efforts.

UCllc News / Updates on what's going at the corporate level of UnderConsideration.

The End