Sof Brand Identity by Hamda Al Naimi is a highly esteemed winner of the very prestigious 2021 Bronze A' Design Award in Graphics, Illustration and Visual Communication Design Competition Category.
BronzeGraphic· 2021
Sof Brand Identity
Client: Hamda Al Naimi
Bronze A' Design Award Winner in Graphic Category
Verified Award Winner
Verify Award Status for #111180The Design
About Sof Brand Identity
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.
The Recognition
About the Bronze A' Design Award
Sof Brand Identity is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Sof Brand Identity is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Sof Brand Identity splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Interviews
Design Interview
What is the main principle, idea and inspiration behind your design?
SOF (Sisters Overpowering Fibroids) is a concept project. SOF was born during my post-op recovery from a uterine fibroids myomectomy a few years ago. During my recovery, I read stories of people with uterine fibroids and talked to some to better understand treatments' delay. Why are people not taking action? What's stopping them? are the medical terms complex? Are the doctors not communicating enough? Soon, I recognized the importance of providing the right tools to patients and doctors that can be used before, during, and after a doctor's visit. It was clear that many did not see the urgency, were too scared or did not understand it.
What has been your main focus in designing this work? Especially what did you want to achieve?
SOF's primary goal is to encourage and empower patients to be in charge of their health through multiple design deliverables.
What are your future plans for this award winning design?
For others to envision the possibilities and ways graphic design could help bridge this gap in healthcare.
Grand Interview
Your bold transformation of medical communication through Sof Brand Identity challenges traditional healthcare design - how did your personal journey with uterine fibroids shape your decision to move away from conventional medical visual language toward a bolder aesthetic approach?
My experience with uterine fibroids showed me how cold and generic traditional medical visuals can feel—detached, lonely, and lacking a sense of urgency or support. I chose a bold, unconventional design for the SOF Brand Identity to grab attention and create a community-focused, empathetic presence. Using vibrant colors, approachable typography, and clear, calming layouts, I wanted patients to feel seen, supported, and empowered—not confused, overwhelmed or dismissed.
The color psychology in Sof Brand Identity is particularly striking, with red for urgency, black for strength, and two shades of pink for compassion and calmness - could you elaborate on how these specific color choices enhance the emotional connection and communication effectiveness with patients?
The color palette for the SOF Brand Identity was chosen with intention to evoke specific emotions and create a balance between urgency and reassurance. Red symbolizes urgency and calls immediate attention, reflecting the seriousness of health concerns while encouraging action. Black conveys strength and stability, offering patients a sense of trust and confidence in the brand. The two shades of pink soften the palette, bringing in warmth and compassion, creating a calming effect that makes the medical communication feel approachable and human. Together, these colors work harmoniously to enhance emotional connection by addressing the dual needs of patients—feeling both cared for and empowered to take action.
In developing Sof Brand Identity's customizable booklet format, what insights from your own experience guided your decision to create a more personalized tool for doctor-patient communication rather than the standard medical brochure approach?
My experience with uterine fibroids made me realize how generic and unhelpful standard medical brochures can be. The leaflets I was given had vague diagrams and one-size-fits-all explanations that didn’t reflect my unique case. I didn’t know where my incisions would be or the size and location of my fibroids until I repeatedly asked. Finally, a doctor drew on a figure to show what my surgery would actually look like, and it hit me—if I hadn’t asked, I might have woken up confused by the mismatch between the generic visuals and my reality.This insight shaped the SOF customizable booklet format. Instead of static, impersonal information, it gives doctors and patients the tools to personalize diagrams and details for each patient. The design is clean, adaptable, and approachable, hoping to make medical communication clearer and more relatable. It’s about turning confusion into confidence and ensuring patients feel informed, prepared, and seen.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- 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.
- Dimensions & Packaging
- Posters: 116x152cm , Booklet: Saddle Stitch A5, Tote bag: 27x31cm, Website: Responsive, it will scale proportionately according to the device and browser.
- 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.
- 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.
- 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. - Team Members
- Hamda Al Naimi (Alnuaimi)
- 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.
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