From Bollywood to bodegas, Mamdani’s mayoral campaign found visual inspiration in unlikely corners

In a city known for its bold expressions, Zohran Mamdani’s campaign visuals cut through New York’s political landscape this summer with unmistakable flair. His vivid blue campaign signs with striking orange lettering became ubiquitous from Queens to the Bronx, marking what would become a historic mayoral victory.

The distinctive design helped propel Mamdani to become New York City’s first Muslim and South Asian mayor. While many observers interpreted the bold color scheme and stylized typography as a nod to Bollywood posters—referencing Mamdani’s Indian heritage—the creative intent ran deeper.

Aneesh Bhoopathy, the Philadelphia-based graphic designer behind the campaign’s visual identity, explains that the aesthetic was rooted in the city itself. “Succinctly, it’s New York,” said Bhoopathy, who previously lived in the city and collaborated with Mamdani on earlier campaigns. The vibrant primary colors intentionally echoed the visual language of bodegas, yellow cabs, and hot dog vendors that punctuate New York’s urban landscape.

The typography featured a drop shadow effect and vintage comic book styling meant to evoke hand-painted neighborhood signs still visible in certain pockets of the city. This deliberate design choice connected Mamdani’s campaign to New York’s working-class identity and street-level character.

The impact of this visual strategy was so pronounced that it influenced the campaign of Mamdani’s chief rival, former New York Governor Andrew Cuomo. Initially launching his mayoral bid with traditional red, white, and blue branding reminiscent of 1960s Kennedy-era political aesthetics, Cuomo pivoted after losing the Democratic primary to Mamdani. For his general election run as an independent candidate, Cuomo unveiled a redesigned logo featuring blue and orange—Mamdani’s signature colors, which also happen to be the colors of the Knicks and Mets, beloved New York sports franchises.

“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,” observed David Schwittek, a professor of digital media and graphic design at Lehman College in the Bronx.

The nostalgic quality of Mamdani’s branding also served a psychological purpose, according to Gavan Fitzsimons, a business professor at Duke University who studies branding’s impact on voters. The retro styling likely fostered “positive associations to happier political times,” particularly among Democratic voters, suggesting “an earlier time when politics was less divisive.”

Marketing experts note that Mamdani’s visual approach echoes the strategy of another New York political phenomenon, U.S. Representative Alexandria Ocasio-Cortez. Her 2018 campaign similarly employed distinctive typography that referenced labor movements and Latin American visual traditions, creating a recognizable brand that transcended traditional political design.

Court Stroud, a marketing professor at New York University, emphasized that while it’s difficult to quantify exactly how much the campaign visuals contributed to Mamdani’s victory, they unquestionably made him stand out in a crowded field. “The playfulness of his campaign design created a brand that supporters wanted to wear and share,” Stroud said. “Mamdani’s team showed how using visual design as a secret handshake can make politics feel real and community driven.”

The campaign’s visual identity sparked a cultural moment, inspiring viral merchandise campaigns like “Hot Girls for Zohran,” worn by celebrities including model Emily Ratajkowski.

Despite the success of Mamdani’s approach, political branding experts remain skeptical that bold departures from traditional red, white, and blue color schemes will become commonplace. “It’s still rare for candidates to move away from the tried and true,” noted Lisa Burns, a media studies professor at Quinnipiac University.

Schwittek believes the key lesson from Mamdani’s visual strategy is the importance of specificity and intentionality in political branding. “In a sea of sanitized political messaging, Mamdani’s visuals stand out because they mean something,” he said.

Bhoopathy, the designer, emphasized that effective campaign design must authentically reflect the candidate. “None of the boldness and vibrancy here works without a candidate that is as energetic and full of life as the city that raised him,” he said, underscoring the alignment between Mamdani’s personal energy and his campaign’s visual expression.