NEW YORK (AP) — In the vibrant tapestry of New York City, a new political force emerged this summer, characterized by its bold color choices and a hint of nostalgia. The campaign for Zohran Mamdani, a historic figure as he runs for New York City’s mayor, captivated the city with its striking blue and orange signage.
These campaign visuals were hard to overlook, adorning storefronts and telephone poles from Queens to the Bronx. The color palette, reminiscent of Bollywood posters, paid homage to Mamdani’s Indian roots, though the designer Aneesh Bhoopathy, based in Philadelphia, explained they were inspired by New York’s colorful urban landscape — from bodegas to yellow cabs.
“Succinctly, it’s New York,” stated Bhoopathy, who has a longstanding connection with the city and has previously collaborated with Mamdani and the Queens chapter of the Democratic Socialists of America.
The campaign’s branding set a trend. Former New York Gov. Andrew Cuomo, who was Mamdani’s main opponent, altered his campaign’s visual strategy mid-race. Initially using a classic red, white, and blue theme, Cuomo shifted to blue and orange, reflecting Mamdani’s colors and also those of local sports teams, the Knicks and Mets, as he launched his independent run.
Zohran Mamdani, poised to become New York City’s first Muslim and South Asian mayor, is the progeny of two notable Indian American figures, Columbia University professor Mahmood Mamdani and filmmaker Mira Nair, recognized for works such as “Monsoon Wedding.”
David Schwittek, a digital media and graphic design professor at Lehman College, noted that the campaign’s aesthetics weren’t just for show. “They evoke the working-class fabric of New York City: the bodegas, taxi cabs, and halal carts that not only sustain the city but also reflect its cultural richness,” he observed.
The vintage-inspired campaign also resonated with a sense of political nostalgia, as Gavan Fitzsimons of Duke University suggested, bringing to mind less divisive times for the Democrats.
Similarities were drawn to U.S. Rep. Alexandria Ocasio-Cortez’s campaign style, which also embraced heritage and working-class themes, noted Richard Flanagan from the College of Staten Island. Her campaign, which featured upward-slanting, bright lettering, became iconic during her 2018 victory.
Court Stroud, a marketing expert at New York University, highlighted that the distinctive designs made Mamdani memorable in a crowded field, even if it’s hard to measure their exact impact. “The playfulness of his campaign design created a brand that supporters wanted to wear and share,” he commented.
While it’s uncertain if Mamdani’s designs will achieve lasting national influence like Ocasio-Cortez’s, Lisa Burns from Quinnipiac University remarked that the traditional red, white, and blue scheme remains prevalent. “I don’t see that changing any time soon,” she stated.
Mamdani’s campaign visuals sparked creative, viral movements, including off-beat campaigns like the “Hot Girls for Zohran” merchandise, endorsed by model Emily Ratajkowski, that caught public attention.
Schwittek emphasized that Mamdani’s success lay in specific, meaningful branding. “In a sea of sanitized political messaging, Mamdani’s visuals stand out because they mean something,” he said. Bhoopathy added that such boldness only works with a candidate as dynamic as Mamdani, who embodies the spirit of the city.
Follow Philip Marcelo at https://x.com/philmarcelo
