Nu Går Vi Mot Mörkare Tider

PRINT PRODUCTION | DESIGN

In November 2021, certain regions of Scandinavia experienced as little as 44 hours of sunlight—averaging about 1.5 hours per day. This drastic reduction in daylight contributes to seasonal affective disorder (SAD), a condition affecting one in ten Scandinavians annually. To raise awareness and foster understanding of SAD, a campaign was developed featuring thoughtfully designed shirts and tote bags.

The first design, rendered in a bright and optimistic style, bears a Swedish phrase that translates to “now we are going towards darker times.” This piece is intended to be worn at the onset of autumn, normalizing the experience of shorter days while maintaining a positive outlook. In contrast, the second design presents a rougher, edgier aesthetic with the phrase “now we are going towards brighter/lighter times.” This is aimed at the beginning of the new year, symbolizing hope and renewal.

Together, these contrasting designs create a compelling dialogue around seasonal shifts and mental health, prompting viewers and wearers alike to reconsider conventional approaches to addressing seasonal affective disorder. The campaign merges visual storytelling with social impact, effectively combining education and normalization through wearable art.