endovascular institute - book design and editing
"Carotid Artery Interventions" is a 214-page hard-bound book, designed for continuing medical education (CME) credit for surgeons. I designed the cover and interior, managed the print (in Hong Kong), and executed copy and line editing. I also developed a full marketing and media plan for the book including medical journal print and online ads; event banners and signage; direct-mail postcards; and direct pitched to medical press. The project involved interfacing with the lead doctor who then worked with content experts. Also on the team was a medical illustrator who developed all the anatomical illustrations (photographic images were provided by various doctors on the team). All images, including illustrations needed production and color work by me. In working with the printer in Hong Kong, to get the signature red color correct, I ordered several drawdowns until we mixed the correct color ink. Typical bluelines and color proofs were used to ensure quality printing for the hard-cover and the interior signatures.