This young, innovative spine device company was interested in making a real impression on surgeons attending one of the largest spine conferences in North America. The company thought that formal, printed invitations would help drive attendance of its hands-on lab, but LSHD suggested letterpress invitations would make a more memorable impact. Hand made in a small quantity, this approach added another level of refinement to the invitations, raising surgeons’ feelings of self worth for being selected to attend such an exclusive program. The invitations were met with a favorable response and helped ensure that every seat at the presentation was full.