The Social Democratic Youth League, SSU, was founded in 1917 and is the largest political youth association in Sweden.

In collaboration with content agency Birdh, 25AH was commissioned by SSU to rebrand their visual identity, to create a cohesive brand experience through all channels, both physical and digital, to better meet and interact with their target groups. The objective was to make political engagement more attractive and accessible to younger generations, to be perceived as relevant, genuine and personal. Simply to be part of the reality of young people today.

Photography: Martina Huber and Mathias Hansson, SSU and Social Democrats imagery.