SOF: Empowering Women with Uterine Fibroids

A Brand Identity Designed by Hamda Al Naimi

SOF, which stands for Sisters Overpowering Fibroids, is a brand identity designed by Hamda Al Naimi. The project was born out of the designer's personal experience with uterine fibroids and the frustration of receiving generalized brochures after doctor's visits. Recognizing the need for personalized information and a support system, Al Naimi set out to bridge the gap between patients and their doctors.

The uniqueness of SOF lies in its focus on creating a sense of urgency, providing patients with personalized information, and fostering a supportive community. The brand aims to empower women to take charge of their health and make informed decisions.

Using Adobe Indesign and Illustrator, Al Naimi created a range of design deliverables, including a booklet, posters, tote bags, and shirts. The booklet, printed on durable Neenah paper, serves as an assessment tool during doctor visits and can be reviewed at home. The posters, with their bold typography, aim to encourage women with uterine fibroids to take action. The website features a message forum where patients can share their experiences and find support.

The design specifications for SOF include posters measuring 116x152cm, a saddle-stitched A5 booklet, and a responsive website that scales proportionately across devices and browsers. The tote bags and shirts are screen printed on fabrics.

Throughout the design process, Al Naimi faced challenges in finding the right visual approach. Initially, she considered using traditional medical colors like greens and blues but decided to introduce a bolder yet calm visual system. The color palette now includes red for urgency, black for strength, pink for compassion, and pale pink for calmness.

SOF has garnered recognition for its innovative design. It was awarded the Bronze A' Design Award in 2021 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award celebrates designs that exhibit strong technical and creative skills while contributing to quality of life improvements.

SOF is not just a brand identity; it is a movement that empowers women with uterine fibroids to overcome their challenges and take control of their health. Through its unique design and supportive community, SOF is making a difference in the lives of many.