Sof Fa'asinomaga o le Ta'uta'ua e Hamda Al Naimi

O le mamanu Sof Fa'asinomaga o le Ta'uta'ua e Hamda Al Naimi o se manumalo maualuga tele o le fa'ailoga mamalu 2021 A' Design Award Apamemea i le Vaega Tauva Mamanu Ata Fa'atusa.

ApamemeaAta Fa'atusa· 2021

Sof Fa'asinomaga o le Ta'uta'ua

na mamanuina e Hamda Al Naimi

Tagata Fa'atau: Hamda Al Naimi

Manumalo o le A' Design Award Apamemea i le Vaega Ata Fa'atusa

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Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #111180

Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Sof Fa'asinomaga o le Ta'uta'ua

O Sof o se fa'apu'upu'uga mo Sisters Overpowering Fibroids. O Sof o se poloketi manatu na fa'aosofia e le malaga a le tagata mamanu ma fibroids o le manava, le le fiafia i le tu'uina mai pea o le tala'i lautele e tasi pe a mae'a se asiasiga a le fomai, ma le feiloai ma fafine i tulaga tutusa ua faatali umi tele e saili togafitiga. E ui lava e le mata'utia, o le le amanaia o fa'ailoga e mafai ona o'o atu i faafitauli. O le mamanu e tu'uina atu ni fofo mafai e pei o le faia o se lagona fa'anatinati, tu'uina atu i tagata ma'iva fa'amatalaga fa'apitoa mo latou lava, ma se faiga lagolago.

Le Fa'ailogaina

E Uiga i le A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Sof Fa'asinomaga o le Ta'uta'ua, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Sof Fa'asinomaga o le Ta'uta'ua e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Sof Fa'asinomaga o le Ta'uta'ua e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: Posters: 116x152cm , Booklet: Saddle Stitch A5, Tote bag: 27x31cm, Website: Responsive, it will scale proportionately according to the device and browser.
Fa'ailoga: Branding, Graphic Design, Identity, Logo, Poster, Booklet, Strength, Memorable, Health, Graphic Design
Tekonolosi Gaosiga: 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.
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: 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.
Fa'agasologa o Galuega: 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.
Sui o le 'Au: Hamda Al Naimi (Alnuaimi)
Fa'aaloaloga o Ata: Mock up Images: Placeit, Urban Poster mockup, Pixeden, Creative Market
Stock images: Unsplash.
*Models are part of the license of each image mentioned above.