SOF | Sister Overpowering Fibroids

by Hamda Al Naimi (Alnuaimi)

SOF is a concept and 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 people in similar positions who have waited too long to get treated. While not dangerous, ignoring the symptoms can lead to complications.

Therefore, the concept of SOF was born. 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, such as posters to encourage taking action, a customized booklet instead of a brochure tailored to be used as an assessment tool during visits as well as a website that includes a message board to create a safe and sharing space, get a copy of the booklet, registered physicians, as well as fun merchandise to promote togetherness and empowerment.


Silver in Branding 2021, Freelancer

Created by:


Hamda Al Naimi (Alnuaimi)