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Sof Brand Identity by Hamda Al Naimi |
Home > Winners > Design #111180 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
HA: 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.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
HA: SOF's primary goal is to encourage and empower patients to be in charge of their health through multiple design deliverables.
FS: What are your future plans for this award winning design?
HA: For others to envision the possibilities and ways graphic design could help bridge this gap in healthcare.
FS: How long did it take you to design this particular concept?
HA: 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.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
HA: 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.
FS: Who is the target customer for his design?
HA: People with uterine fibroids and physicians who treat the condition in healthcare.
FS: What sets this design apart from other similar or resembling concepts?
HA: 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.
FS: How did you come up with the name for this design? What does it mean?
HA: SOF is an acronym for Sisters Overpowering Fibroids, I thought it had a nice tone to it and easy to pronounce.
FS: Which design tools did you use when you were working on this project?
HA: Adobe InDesign & Illustrator
FS: What is the most unique aspect of your design?
HA: 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.
FS: What are some of the challenges you faced during the design/realization of your concept?
HA: 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.
FS: How did you decide to submit your design to an international design competition?
HA: To encourage people to use design as a way to bridge the gap in healthcare.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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