Bronze Graphics, Illustration and Visual Communication Design · 2021
Sof Brand Identity
- A' Design Award 2021 Bronze Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2021
- CLIENT: Hamda Al Naimi
- Estimated Number of Design Views: 12,217
- Verification code 48AC0ECFB8 · Verify this award
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.
Press Kit
- 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.
- 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. - 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.
- 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.
Colors of Sof Brand Identity
Design Interview about Sof Brand Identity
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.
Grand Interview about Sof Brand Identity
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.