Sof

Brand Identity for Hamda Al Naimi

Sof is an acronym for Sisters Overpowering Fibroids. Sof is a concept project inspired by the designer's journey with uterine fibroids, the frustration of being handed the same generalized brochure after a doctor's visit, meeting women in similar positions who have waited too long to get treated. While not dangerous, ignoring the symptoms can lead to complications. The design provides possible solutions such as creating a sense of urgency, giving patients personalized information, and a support system.

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Sof by Hamda Al Naimi

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Brand Identity by Hamda Al Naimi

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Hamda Al Naimi Sof

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Hamda Al Naimi Brand Identity

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Hamda Al Naimi Designer Portrait Photo

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Hamda Al NaimiBrand Logo

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Hamda Al Naimi Interview

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Sof Brand Identity Press Releases

Discover our press releases for Sof available in the following languages: English.

Sof Brand Identity Media Articles

Leverage our ready-to-publish articles on Sof, offered in a range of languages: French, Turkish, Arabic (Standard), English, Spanish, Portuguese, Dutch, Korean, Indonesian, Japanese, Russian, Chinese (Mandarin), Italian, German and Hindi.

Unique Properties

SOF is an acronym for Sisters Overpowering Fibroids. To translate the core of the brand identity, it was essential to use a simple name that embodies strength and support. Consequently, the goal is to bridge the gap between people diagnosed with uterine fibroids, their doctors, as well as creating a safe and supportive space. SOF aims to encourage and empower patients to be in charge of their health through multiple design deliverables.

Tags

Branding, Graphic Design, Identity, Logo, Poster, Booklet, Strength, Memorable, Health, Graphic Design

Production Technology

Adobe Indesign and Illustrator were used. The booklet printed on durable Neenah paper and saddle stitched. A digital format is provided of the posters so they can be printed accordingly for both outdoor and indoor usage. The tote bags and shirts are screen printed on fabrics.

Design Challenge

The original idea was to stay true to the vernacular of the medical field, such as greens and blues to represent growth and health. However, after the initial feedback from a small group of design professionals, the designer realized that it isn’t the best approach, but to introduce a new visual system that is bolder yet calm. Therefore, the designer changed the design to utilizing bold typography and a bold color palette. The designer used the initial keywords to represent each color, Red for Urgency, Black for Strength, Pink for Compassion, and Pale Pink for Calmness.

Project Duration

The ideation and concept phase started in late 2018 while recovering from a uterine fibroid removal surgery. The initial design began in July, 2020. Final design was completed in September, 2020 in San Francisco, California.

Operation Flow

It's a brand identity for a community. The brand aims to enhance and expand the experience of people diagnosed with uterine fibroids by identifying common problems that lead patients to ignore their symptoms until complications occur. Finding the solution was merely about giving them control over their health in a safe and shared environment. The common problems were, first, the medical brochure given to patients is generalized and not always relevant to their symptoms. Moreover, these brochures look and feel like any other medical brochures. Second, no sense of urgency is given when the fibroids are small, so most people tend to ignore them until complications occur. Some may opt-out of treatment, especially if surgery is needed because other things in life seem more important. Third, the lack of a supportive community. Therefore, possible solutions could be, creating a cohesive branding different from the usual medical visuals. A customized booklet tailored to be used during doctor's visits and can be reviewed at home or anywhere the patient chooses. Posters with bold typography to encourage people with uterine fibroids to take action. A website includes a message forum to create a safe sharing space, get a copy of the booklet, and fun merchandise to promote togetherness and empowerment.

Research

The research was conducted based on a concept to understand better the delay of treatments for people diagnosed with uterine fibroids. The design’s objective is to create a brand that offers patients services to take action for their health. Through simple qualitative research, the designer recognized the importance of providing tools to be used before, during, and after visiting a doctor. Starting with posters to convey a sense of urgency, a booklet designed as an assessment tool during doctor visits. The patient and physician will work together to find the most suitable pathway customized to the patient’s needs, from treatments, surgery details to reviewing different opinions and more, and an online platform to provide a sense of a supportive online community where patients can interact. While staying true to the topic, the material’s design conveys urgency, strength, and compassion.

Inspiration

SOF is a personal project inspired by the designer’s journey with uterine fibroids, the frustration of being handed the same generalized brochure after a doctor's visit, meeting women in similar positions who have waited too long to get treated. While not dangerous, ignoring the symptoms can lead to complications. Possible solutions involve creating a sense of urgency, giving patients enough personalized information and a support system.

Image Credits

Mock up Images: Placeit, Urban Poster mockup, Pixeden, Creative Market Stock images: Unsplash. *Models are part of the license of each image mentioned above.

Project Overview

Sof Brand Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Hamda Al Naimi was recognized with the coveted Bronze A' Design Award in 2021, a testament to excellence of their work Sof Brand Identity .

Hamda Al Naimi Press Releases

Our press releases on Hamda Al Naimi and their work are made freely available for press members looking to add depth to their content. Immediate access is granted to 1 press releases for all journalists.

Brand Identity Design "Sof" Empowers Women with Uterine Fibroids

Hamda Al Naimi's "Sof" brand identity project aims to empower women diagnosed with uterine fibroids by providing personalized information and a supportive community, completed in September 2020 in San Francisco, California.

Hamda Al Naimi Newsroom

Discover outstanding design and award-winning initiatives in the Hamda Al Naimi Newsroom.