Answer: Embossing!
A die (or mold) of your design is created with a matching counter die, which is a mirror image of your artwork.
On a special embossing press, the paper is pressed between those two dies and, with added heat and pressure, is molded into the shape of your design.
When it comes to embossing, pressure is applied from the back of the sheet, which pushes and raises the type or image above the surface of the stock.
In the debossing process, the pressure is applied from the front of the sheet, which forces the paper below the paper surface.
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