Meet the designer behind NYC’s charming World Cup campaign

Arsh Raziuddin, a 34-year-old creative director, designed New York City's World Cup campaign, aiming to generate excitement among residents and tourists. The campaign features bus shelter posters, subway signs, souvenir cups, and jerseys that incorporate the city's colors and symbols, evoking a joyful and nostalgic aesthetic. Raziuddin stated the goal was to capture the city's current energy. The initiative is spearheaded by Zohran Mamdani, who is applying his distinctive approach to visual communication, previously seen in his mayoral campaign branding inspired by Bollywood posters and MetroCards, to this larger-scale project. The strategy aims to channel the positive aspects of sports fandom towards New York City itself. While mega-events like the World Cup are often promoted for their economic benefits, this campaign prioritizes inclusivity and serves as a potential model for other cities. Initiatives associated with the campaign include free public watch parties, collaborations with local restaurants, and enhancements to public spaces, aligning with the administration's objective to make New York more inclusive. Raziuddin highlighted the World Cup as an opportunity for the city to be viewed and appreciated differently by both visitors and its own inhabitants, celebrating its diverse communities.