The creatives behind Mamdani’s striking striking branding talk about how they designed a poster that broke all the rules of political aesthetics. There isn’t a single element that carried Zohran Mamdani’s campaign—except,

The New York mayoral candidate — who shocked the establishment by triumphing in the Democratic primary — broke all the rules with his run's striking visual identity.

The 33-year-old candidate’s hats, tees, and totes have been omnipresent in New York City—even though he hasn’t been allowed to actually sell them for months.