Interviews med Hamda Al Naimi

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.

SOF's primary goal is to encourage and empower patients to be in charge of their health through multiple design deliverables.

For others to envision the possibilities and ways graphic design could help bridge this gap in healthcare.

I came up with this concept during my post-op recovery around two years ago but visualized and designed it during the COVID-19 lockdown.

This is a concept project inspired by a designer's journey with uterine fibroids, the frustration of being handed the same generalized brochure after a doctor's visit, meeting people in similar positions who have waited too long to get treated.

People with uterine fibroids and physicians who treat the condition in healthcare.

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. Therefore, the possible solutions was to create a cohesive branding different from the usual medical visuals. One that stands out and embodies togetherness and strength.

SOF is an acronym for Sisters Overpowering Fibroids, I thought it had a nice tone to it and easy to pronounce.

Adobe InDesign & Illustrator

Personalized healthcare, 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.

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.

To encourage people to use design as a way to bridge the gap in healthcare.

I'm a multidisciplinary graphic designer who desires to contribute positively to the world through design. I've joined various design positions such as creative studios, tech companies, and non-profit organizations. As for my education, I' am a BFA alumna from the American University in Dubai and an MFA graduate from the Academy of Art University in San Francisco. My work has been recognized by Communication Arts, Indigo Awards, Print, IDA design awards, and DNA Paris. In addition, my projects have been featured in Packaging of the world, Women of Graphic Design, and Print. I served as a judge for various competitions, a select few are Creative Communication Award, Stevie Awards Middle East & North Africa, and Spark Awards, as well as being a member of The Academy of Interactive & Visual Arts (AIVA).

The power of visuals! When I was a kid, I had trouble understanding the lessons that were given to me in school. Words and numbers did not make sense to my little brain, but looking at a visual or a graph or an image made more sense. So, really being a designer comes from that little girl who wanted to share her ideas and understanding through a simple visual language.

I chose to become one, I was into the arts as a kid because it helped me navigate through the world. Soon, design took over because it does exactly that... it helps us navigate visual problems and present them in the simplest way possible.

I design for multifaceted clients, mostly in the graphic design realm and sometimes illustrations. I'm happy with the clients that I've worked with, and would love to design more for projects that serve a bigger purpose. Such as, women's rights, lgbtq, healthcare, sustainability... etc.

Clients work may sometimes come with NDAs and you may not always be able to share them with the world. So, do work on your own projects when you can and promote them.. you never know where they may lead you.

People can learn to design, and with effort and skills, you can become GREAT at what you do. But, what makes a designer great is not just the design, but who you are as a person too. So, be honest and be kind!

First question is always, Does the design solve the problem it was presented with? and when it does, you can then get into the nitty gritty of design principles and see where it stands.

Believing in yourself

Many! Michael Schwab, Nadine Chahine, Paula Scher...

It's hard to say, I guess as designers we continue evolving and we always get excited about the next thing. If I had to pick, I'd say I enjoyed working on projects that made a client smile or get excited. That's when you know... your work here is done!

Continue learning and never stop!

Probably a painter.

Art and design connects people through a multilayered language that breaks cultural and societal barriers.

As a designer I took myself to where I wanted to go and I believe I was very lucky with the people around me. I had and continue to have supporters and genuine people in my life.

To be okay with making mistakes, to see them as opportunities and not obstacles.

Not being able to be authentically myself and voicing out my opinion. But, with time I learned that being your authentic self is very vital and sharing your opinions can help others with their project.

By sharing their process, the mistakes and how they got to their final design.

To educate others about the importance of design consciously. I believe any project can serve a purpose and be socially or enviromentally responsible. It’s essential for designers to remember the intention behind their design and its place in the world, perhaps by asking questions like: are we designing for inclusion, encouraging confidence and courage, recreating social norms or are we utilizing environmental-friendly materials?

Like I said, it's about thinking of each project on its own. It’s essential for designers to remember the intention behind their design and its place in the world and what are they really designing for and how can we as designers, change the narrative.

I'm working on a conceptual typeface at the moment.

Individuality, less cut and paste, and less trendy. Design shouldn't be just trendy... it should say something, it should serve a purpose, and maybe even timeless.

I see it going more and more into the digital realm but I do hope that print design is going to stay alive, there is something really special in print.

To advocate for good design, enrich humanity and be friendly to the environment.

Alot of Adobe indesign and illustrator.

I love working with different people, there is no ideal design partner really. You get to learn alot from meeting different designers and working with others.

I did learn a lot during my career but the best skills I've developed were the ones I've learned on my own. I usually see a cool design thing, get curious about the process and then try to figure it out on my own or learn about it.

Paul Rand and I'd ask him how did he make simple things become BIG things.

My favorite color is Pink, my favorite place is Oahu, season is the Spring, a thing would be my Laptop, and I don't have a favorite brand.

Mispronunciation haha, I remember saying "Arjaives" for Archives at my first job. When the other designer corrected me, I thought I was being pranked and continued to say "Arjaives" until I looked up the correct pronunciation later that day and was proven wrong; it was indeed "Archives."

That smell of a nice cup of coffee and a clean table with my notebook and a pencil ready.

It's hard to tell... but I do hope that things are going to be good.

I'm a multidisciplinary graphic designer with a passion to positively contribute to the world through design. The desire for discovery and love for the arts pushed me to travel across the globe, all the way from Dubai to San Francisco. Honestly looking back, I've always been a visual thinker. As a kid, I drew and doodled to simplify the complexities of learning in school. I’ve always asked myself how do you connect with people when you find it hard to express yourself verbally? When you cannot solve mathematical equations the traditional way? Through one word, Art. Soon, I discovered a passion for art and design and that became my design philosophy as a professional. A designer who strives to take the most tangled concepts and presents them in the simplest way possible. As a career, I've joined various organizations, from creative agencies to tech companies.

Design means solving a tangled problem in the simplest way possible, while still staying true to the narrative.

I'm passionate about print design but enjoy designing for multifaceted projects. There is always something new and exciting out there in the design world.

My favorite design changes, as I'm constantly inspired by everything around me.

I believe it was an article layout for a fashion show, I remember it being blue.

Adobe Indesign and Illustrator are my favorite but I'm currently learning Glyphs and excited to work on a new typeface.

Walking down the streets of San Francisco.

I focus the most on the narrative and story telling because it's what drives the design decisions. Story telling is essential in building a connection with the audience especially when it's sincere.

I'm always excited during the initial phase of design followed by some anxiousness but I always end up on a high. That incredible emotion of feeling proud and exhilarated.

Joy, joy, and more joy!

A successful design is when it can effectively solve a problem by being functional, relatable and not afraid of making statements.

Looking at the use of design principles as well as innovation and uniqueness.

I believe any project can serve a purpose and be socially or enviromentally responsible. It’s essential for designers to remember the intention behind their design and its place in the world, perhaps by asking questions like: are we designing for inclusion, encouraging confidence and courage, recreating social norms or are we utilizing environmental-friendly materials?

I think design is about getting more involved in social movements and raising awareness. It's exciting to see brands becoming more inclusive and supporting a social cause rather than painting unrealistic narratives of what one should be.

For inspiration, I feel like looking at other people's work is important, as well as looking back at history and what others have done. But what I find the most inspiring, is what is around us. Looking at the space we are in, the people, nature, culture, and so on. It could open new doors to new ideas and create connection and empathy.

My design style changes according to the voice of each project. Every project is different and has its own style and characteristics. But, I always stay true to my philosophy and that is to present the message in a clear and cohesive design.

I'm from Dubai and have lived there most of my life, but moved to San Francisco in 2014 to pursue my masters degree. I enjoyed living in San Francisco so much that I ended up staying after graduation and working for great clients.

As for my cultural heritage, I do not believe it affects my design but I’ve learned a lot about topics that might be seen as taboos in my country. I fell in love with the transparency and the freedom of communication in design about various topics such as gender, sexuality, recreational or medical-use cbd, and naturally driven products.

By encouraging designers to be themselves and share their opinions and present their ideas even when they're just a passing thought. I believe honesty and kindness is the best way to select a good designer, because a great resume and portfolio can’t say everything about a designer.

With any project I always like to find a concept or a story to tell. In my opinion, thats how you can connect with the audience. so Before I start designing, I gather as much information as I can about the problem. I then brainstorm ideas and come up with different narratives. That's when information become visuals, from there the design takes shape.

1-Graphic Design Play Book 2-A yellow mechanical Pencil that I got this from my professor way back in grad school 3-Stainless steel ruler 4-Old records 5-Used test papers

I’d tell them to start by being themselves and treating others with kindness. We recieve continuous feedback in the design world, both negative and positive. I encourage young designers to share their work and not let the negative criticism stop them from sharing. In fact, negative critiques are lessons to be better and positive comments are a reminder to continue shinning.

The positive side of design is that it never gets boring, you can work with many different clients and continue learning new skills which you can do in or off-site. The negative side of being a designer is that some clients or employers ask designers to do too much, things that are not related to design.

We all know how to use softwares and make a design look exceptional but being a good listener and treating clients well is an important skill and can make the designer exceptional.

Adobe indesign and illustrator are my most reliable softwares. As for inspirations, I enjoy looking at old design books because looking at the past may inspire us just as much as looking at new designs or maybe even more.

I usually take a break and go for a small walk to clear my mind.

In graphic design, that's a hard question to answer because it depends on the scope of the project. Some projects may take a week while others may take up to a year.

What can a graphic designer do to get a job at a certain company? or Can I learn graphic design without going to college?

Designing for digital projects, because I come from a print design background, transitioning into the visual design field came with some challenges at first but it also gave me the skills to understand the differences and commonalities between both mediums.

I truly enjoy projects that serve some sort of a purpose, or at least try to find something meaningful in a project.

Being a person that always strives to learn new skills, I'm looking forward to design typefaces that can be shared online as well as using it for a project I'm hoping to share soon.

I have worked in a team and as an individual.

I'm currently developing a typeface, but it's still a work-in-progess.

Through my email or website.

I'd like to remind students and young designers out there to hold on to their passion and keep growing. To never stop learning new skills and be open to new opportunities because they could take them to incredible places.

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 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.

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.

From the beginning, I knew I wanted the typography to balance boldness and softness, much like the color palette. I chose Adelle Sans for its modern, approachable design that feels bold in caps and friendly and clear in lower caps, paired with Trade Gothic Next for its clean, focused lines that command attention and convey seriousness. Together, these typefaces create a visual language that feels both confident and reassuring, making patients feel seen and supported while delivering key information effectively.

I wanted to create more than just a brand—it was important to me to design a full user journey that truly supports the patient. By integrating both physical and digital touchpoints, I aimed to give patients a space where they could easily order the booklet, connect with a supportive community, and find a list of trusted physicians. If their doctor isn't listed, they can introduce them to the platform, ensuring no one is left out. Patients may also be able to obtain the booklet directly from their listed physician, offering flexibility and creating multiple touchpoints for accessibility. This design empowers patients to take an active role in their care, fostering both a sense of community and collaboration with their healthcare providers.

Sisterhood is central to the SOF Brand Identity because, in moments of hardship, it’s easy to feel isolated, like you're the only one facing something challenging. I wanted to create a design that reminded patients they are not alone in their journey. The name 'Sisters Overpowering Fibroids' reflects the power of community and shared experience. Through warm, welcoming colors, typography, and imagery that highlights connection and support, the design fosters a sense of togetherness. The goal was to ensure patients feel part of a larger sisterhood—empowered and understood—reminding them that while the struggle can feel personal, they are supported by a community that cares.

I focused on creating a space that was not only visually welcoming but also emotionally safe and supportive. The design emphasizes warmth and openness, using soft, calming colors like pink and muted tones to foster a sense of comfort and security. I prioritized clean, simple layouts that are easy to navigate, ensuring that users can focus on the conversation without distraction.

As a designer, I’m always observing the issues around me and jotting down ideas on how graphic design could help solve them. This concept for the SOF Brand Identity was one of those ideas I wrote down during my recovery in 2018. I noted the problems I was facing and sketched a few visual solutions, but that was as far as it went. In 2020, I revisited my notes and decided to bring the idea to life as a design project. While it may not yet exist in the world, I hope it can inspire the medical system to embrace such an idea, sparking change and creating more empathetic, patient-centered communication.

The format for the posters was chosen strategically to create a commanding presence in both outdoor and indoor spaces. This large scale ensures high visibility, making the posters impactful in busy environments like hospitals, clinics, or even outdoor urban spaces. The size allows for bold typography and visuals to be easily readable from a distance, ensuring the message reaches a wider audience.

Looking ahead, I envision the SOF Brand Identity evolving into a flexible, scalable design system that can address broader healthcare communication challenges while staying true to its core mission of patient empowerment.