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Create a print brochure that embodied the vision, capabilities and humanity of the Division of Cardiology at Columbia University Medical Center and New-York Presbyterian Hospital, one of the best cardiology groups in the world. The audience consists of peer institutions, donors and potential donors, and the general cardiology community. It is used for faculty and fellow recruiting, and development for both CUMC and NYP. The charge was to create a beautiful and meaningful book that reflects the high standards of these prestigious institutions, both in design, production values, story line and content.
The previous incarnation of this piece, which we produced five years ago, focused on the science—the breakthroughs that were transforming the field. This time we wanted to focus on the life-changing human aspect that this science provides, using dramatic stories of real patients and the science behind their remarkable outcomes. We used beautiful portraits of these subjects to accompany their stories, each selected to highlight an area of particular interest in the Division. The accompanying science pieces are in full page sidebars with related medical images. The book had to weave all the aspects of research, education and patient care at CUMC into the narrative, in an interesting and fluid way along with the visuals.
The book was very well received at Columbia for its quality, visual impact and compelling narrative. The high-end production values of the film laminate on the cover and the metallic flyleaf add impact to the final product. Reports are that folks in the waiting rooms can’t help but pick it up. Development reports that potential donors are impressed with the obvious quality of the piece and are moved by the personal stories.