Samraddhi Shotriya is a 27 year old graphic designer from New Delhi, India currently based in Las Vegas, NV. They hold a Masters Degree in Graphic Design from Academy of Art University. Safe S3X 4U won a 2026 GDUSA Digital Design Award for Student Work.
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Safe S3X 4U is a self-initiated brand identity project designed to encourage young women to engage openly with sexual health. The name is intentionally direct, a deliberate break from the euphemistic language that dominates most health communication in this space.
The decision to take a different visual approach came from research into how existing sexual health campaigns actually function in the world. Most brands in this space are designed to minimize embarrassment rather than build confidence. The visual language, clinical white, sterile typography, anonymous packaging, communicates that the subject is something to be managed quietly rather than addressed directly. That design posture actively discourages the engagement it is trying to create. The people who need the information are the least likely to be reached by communication that makes them feel ashamed for needing it.
Safe S3X 4U borrows from luxury editorial and fashion publishing because those visual languages communicate pride and self-assurance rather than clinical distance. The high-contrast serif typography signals that the subject deserves serious, confident treatment. The color palette draws from fashion editorial rather than institutional healthcare. The tagline, “Safe sex lets you focus on pleasure,” reframes sexual health as an act of confidence rather than a medical obligation.
The campaign objects were chosen with the same intentionality. Tote bags, notebooks, and billboard applications were selected because objects carried in public do something that posters and pamphlets cannot. They make a position visible in everyday space. A person carrying this brand signals to everyone around that this is a subject a confident, self-aware person engages with openly. Every element of the identity was designed to make the person feel that taking care of their sexual health is an act of self-respect.
