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Brand Identity Design "Sof" for Uterine Fibroids

Hamda Al Naimi's "Sof" is a brand identity project inspired by the designer's journey with uterine fibroids, aiming to bridge the gap between patients and their doctors while creating a supportive space. The acronym "SOF" stands for Sisters Overpowering Fibroids, embodying strength and support. The project includes a booklet for doctor's visits, bold posters, a responsive website, and merchandise to promote togetherness and empowerment.

The project, realized using Adobe Indesign and Illustrator, addresses the common problems faced by those diagnosed with uterine fibroids, such as the lack of personalized information and a supportive community. The design team, led by Hamda Al Naimi, utilized bold typography and a color palette representing urgency, strength, and compassion to create a new visual system that stands out from typical medical visuals.

Completed in September 2020 in San Francisco, California, "Sof" is a response to the frustration of receiving generalized brochures after doctor's visits and aims to empower patients to take control of their health in a safe and shared environment. The project was awarded the Bronze A' Design Award in 2021 for its outstanding and creatively ingenious design that contributes to quality of life improvements.

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