Behind Zohran Mamdani's impactful and colourful campaign
7 days ago
- #grassroots movement
- #visual design
- #political branding
- Zohran Mamdani's campaign used strategic visual and verbal communication to inspire over two million New Yorkers to vote, achieving the highest turnout since 1969.
- The campaign's hand-drawn typography and humanist serifs conveyed warmth and approachability, contrasting with the sterile corporate aesthetic common in politics.
- A bold color palette of electric royal blue, golden yellow, and orange signaled a new Democratic identity, distinct from traditional blue.
- Visual elements reflected New York City's working-class culture, including bodega signage, MTA lettering, and retro Bollywood poster influences.
- Despite opposition from billionaires, the campaign's grassroots aesthetic and direct messaging resonated with renters, working-class citizens, and young progressives.
- Mamdani's merch and branding made supporters feel part of a community, not just political backers.
- The campaign design positioned the audience as the main character, fostering trust and subconscious engagement.
- Forge, a small co-op agency, designed the campaign, with illustrator Rama Duwaji contributing to the visual direction.