The city is the brief. The streets are the moodboard.
We’ll be honest, we’ve been distracted too! There’s an apple-shaped soccer ball on every bus shelter, borough flags on jerseys made in Brooklyn, and a new energy in this city that is impossible not feel and look away from. And as designers, we are obsessed.
Creative director Arsh Raziuddin is the mind behind NYC’s joyful, nostalgic, and vividly hued World Cup campaign, the one making New Yorkers designers add to their Slack channels and discuss! Built around the slogan “Where the World Comes to Play,” the campaign spans bus shelter posters, subway signage, souvenir cups, and jerseys, and it captures something rare: a city seeing itself clearly, and loving what it sees.
Arsh leans into NYC’s iconic visual history to give us a visual identity that makes us smile and nod in recognition.
AIGA NY is thrilled to welcome Arsh to our stage for an inside look at how this campaign came together , the research, the symbols, the color system, the jerseys (yes, the pigeon), and what it means to design about a city rather than to it.
Come for the design. Stay because you can’t stop thinking about that apple.
