Mamdani with supporters on election night

Zohran Mamdani winning the Democratic primary for NYC mayor was a major political event this past summer, especially because it was such a decisive victory. Mamdani’s policies are unapologetically liberal, making him a polarizing figure to many. So, how was he able to gather support and surpass his opposition? The answer lies partly in his campaign design.

Brand: A Bridge between Mamdani and NYC

Mobile Nav for Mamdani’s official campaign website

The campaign’s main logo (shown above) is already a unique political logo compared to most, but it specifically alludes to a staple of NYC — bodegas. The saturated colors and stylized fonts immediately catch a viewer’s eye (both physically and digitally), and associate Mamdani with the everyday New Yorker.

An example of classic Bodega signage

Another example of this is his platform overview on zohranfornyc.com. Rather than standard bullet points, there’s yellow lines connecting them together, resembling a subway map. It’s a subtle touch, but it emphasizes his focus on public transit and further connects him to New Yorkers.

Subway Map-like section on Mamdani’s campaign website

Because of how large and diverse NYC is, New Yorkers often heavily identify with their borough. Mamdani recognizes this, and rather than create posters with a fill-in-the-blank spot for the borough name, he’s designed specific posters for each one. Each poster uses different imagery, fonts, and layouts, but they still feel like a cohesive set. Just as the actual boroughs each have their own cultures, but all embody NYC.

Borough-specific campaign posters

Language: Simple yet Effective