Interview about Sof Brand Identity , winner of the A' Graphics, Illustration and Visual Communication Design Award 2021
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.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsMy 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.
Dive into a world of design excellence with our curated highlights. Each feature showcases outstanding creativity, innovation, and impact from the design world. Discover inspiration and learn more about these incredible achievements.
