Philly Creatives Behind Viral Branding of Zohran Mamdani
In a notable departure from conventional political branding, Zohran Mamdani, a 33-year-old democratic socialist lawmaker from Queens, has turned heads during his recent mayoral primary campaign. Eschewing traditional political colors and typography, Mamdani’s campaign has embraced a vibrant aesthetic characterized by cobalt blue and marigold yellow, attracting attention across New York’s neighborhoods.
The distinctive design approach has led to the creation of numerous campaign materials that stand out for their bold colors, playful typography, and an overall modern feel. Behind this refreshing visual identity are Aneesh Bhoopathy and Phil Ditzler, creative partners from Philadelphia and members of the design co-op Forge. Since collaborating with Mamdani in 2020, Bhoopathy and Ditzler have evolved his branding significantly—from the initial logo designed for his run as a state assemblyman to a more polished wordmark that reflects the campaign’s energetic essence.
Bhoopathy, who previously served with the Queens Democratic Socialists, is responsible for the artistic direction of the campaign materials. Ditzler, specializing in software engineering, has been pivotal in the technical implementation of Mamdani’s digital strategies. Together, they have crafted a campaign that resonates with voters, particularly the younger demographic, by blending traditional symbols of New York City with a modern twist.
The campaign branding is notably inspired by New York icons such as the city’s yellow taxis and street signs, combined with youthful energy reminiscent of Bollywood movie posters. Such choices reflect not only a deep connection to the city’s cultural heritage but also aim to evoke joy and inclusivity within the electorate. The successful integration of these design elements has turned Mamdani’s merchandise into coveted items among supporters, flooding social media with associated collections and styles. One of the most recognized, “Hot Girls for Zohran,” has made headlines after being sported by notable figures, including model Emily Ratajkowski. The campaign has even incentivized volunteers with exclusive merchandise in exchange for canvassing hours.
Creative director Kingsley Spencer has highlighted the effectiveness of Mamdani’s branding, noting that its non-traditional color palette not only represents cultural icons outside the realm of politics but also effectively communicates the campaign’s position within different communities. This unique approach also allows for variations in the designs while maintaining a coherent brand image, which is critical to resonating with diverse neighborhoods across the city.
As the campaign progresses, Mamdani’s innovative branding may very well serve as a blueprint for future political endeavors, establishing a new paradigm in campaign design that champions cultural relevance, aesthetic appeal, and an approachable persona. Media News Source reports no response was received from Bhoopathy and Ditzler at the time of publication.
