Sof Identita značky by Hamda Al Naimi is a highly esteemed winner of the very prestigious 2021 Bronzová cena A' Design Award in Grafika Competition Category.

BronzGrafika· 2021

Sof Identita značky

by Hamda Al Naimi

Client: Hamda Al Naimi

Bronzová cena A' Design Award Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #111180

View at A' Design Award Press Release Award Badge

Colors

The Design

About Sof Identita značky

Sof je akronym pro Sisters Overpowering Fibroids (Sestry překonávající myomy). Sof je koncepční projekt inspirovaný cestou designérky s děložními myomy, frustrací z opakovaného dostávání stejné zobecněné brožury po návštěvách lékaře a setkáváním se ženami v podobné situaci, které příliš dlouho čekaly s léčbou. Ačkoli myomy nejsou nebezpečné, ignorování příznaků může vést ke komplikacím. Design přináší možná řešení, jako je vytvoření pocitu naléhavosti, poskytování personalizovaných informací pacientkám a vybudování podpůrného systému.

The Recognition

About the Bronzová cena A' Design Award

Sof Identita značky je vítězem Bronzové ceny A' Design Award, vysoce prestižního uznání udělovaného vynikajícím designům, které se vyznačují kreativitou, vynalézavostí a bystrostí. Bronzoví vítězové jsou hojně zručné a nápadně kreativní artefakty, které dosvědčují rozsáhlé zkušenosti, představivost a vynalézavost svých designérů. Očekává se, že Sof Identita značky bude vysoce ceněným, obdivovaným a milovaným předmětem, pozoruhodně profesionálním a inovativním. Tento design, který získal Bronzovou cenu A' Design Award, zahrnuje osvědčené postupy v umění, vědě, designu a technologiích a vyniká pozorností k detailu. Sof Identita značky nádherně uspokojuje potřeby, dotýká se tužeb, okouzluje city a oslovuje zvědavost.

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.