The Branding Masterclass: Zohran Mamdani’s Creative Strategy That Won NYC

Rachel Gaudette
Marketing Writer

As of November 4, 2025, Zohran Mamdani has been elected the 111th mayor of New York City, beating out Andrew Cuomo and Curtis Sliwa. Not only did Mamdani’s victory display a monumental political shift, but it was also a masterclass in modern political marketing and brand storytelling. Mamdani’s trajectory, from entering the race with only 1% voter support to winning the election with 50.4% of votes, was fueled by his team’s ability to build a cohesive brand that gained international attention.

The campaign’s visual identity, including its branding and logo, immediately set it apart from the standard political campaign. His slogan, “Zohran for New York City,” deliberately focused on the city and its residents, moving away from the “for Mayor” slogans that have become typical in campaigns. This approach was key as it positioned Zohran Mamdani’s candidacy as a representative of the New York City community. The branding by Mamdani’s team conveyed him not as a power-hungry politician, but as an individual with genuine care for the city.

The chosen fonts and bright color schemes echo that of the bodegas and delis across all five boroughs. The creative team masterfully leveraged the cultural nostalgia that exists within New York to build immediate rapport with voters. The campaign also incorporated the iconic imagery of New York City within all campaign materials, including the classic MetroCard and yellow taxi. Using these city symbols on posters, flyers, buttons, and other materials seamlessly ties Mamdani’s name to the deep-rooted cultural value that the city holds. This aimed to subconsciously enhance voter comfort and trust through association and familiarity. Mamdani’s marketing team leaned into familiarity biases to foster unconscious appreciation of his campaign.

Mamdani’s team further solidified this sense of connection through the localized campaign posters that were designed to appeal to each of the five boroughs. By tailoring visuals to individual neighborhoods, the campaign aimed to make all New Yorkers feel seen, valued, and supported. These posters featured the Brooklyn Dodgers font, Bronx Zoo logo, Flatiron Manhattan building, Staten Island ferry, and other iconic city motifs. The hyper-local strategy made Zohran Mamdani’s mayoral run feel like a communal effort for the millions of New Yorkers that call the city home.

Mamdani’s strategic use of social media significantly advanced his campaign as well. To cultivate a deeper connection with the diverse population of New Yorkers, he actively communicated with voters in Spanish, Arabic, and English on his platforms. This approach through multilingualism further established the familiarity bias that his team was working towards and made Mamdani feel more accessible to voters through their native languages.

Additionally, his team effectively utilized the TikTok algorithm, featuring Mamdani in popular New York City based series such as GayDar with Anania, SubwayTakes and Keep the Meter Running by Kareem Rahma, and Judgy with Amber Singletary. By partnering with these established local influencers, Mamdani’s reach was widened, and he was successfully painted as an immersed and community-centric politician.

Ultimately, while Zohran Mamdani’s policies were the foundation of his campaign, his creative and marketing strategies were the reasoning behind his massive electoral win. The careful selection of colors, fonts, and symbols successfully gave his campaign a memorable and deeply familiar feel to it. His social media presence was a masterclass in campaigning in the digital era. This feeling of familiarity and care eased New Yorkers into an acceptance of Mamdani’s vision for their city.

Contact Rachel at gaudetra@shu.edu