Designed like Mamdani
In an era of image-conscious politics, New York City mayor Zohran Mamdani has built an authentic, coherent brand rooted in great design
When the New York Knicks became NBA champions for the third time in their history in June, bringing the Larry O’Brien trophy back to the Big Apple after an agonising 53-year wait, Zohran Mamdani posted a pithy announcement on X that neatly summed up his mastery of political communication: “Parade. Thursday. Manhattan.”
By way of comparison, and without meaning to kick a man when he’s down, a month earlier the UK’s former prime minister, Keir Starmer, tweeted the following in response to Arsenal FC – of which both he and the mayor of New York City are supporters – winning their first Premier League title since 2004: “22 long years for the Arsenal. But finally, we’re back where we belong. Champions!”
Now, you might argue that the fundamental difference between these two statements is cultural: American bluntness versus British reserve. But there’s more to it than that. While there was nothing wrong with Starmer’s message per se, it failed to capture the fever-pitch mood of the occasion and the explosion of joy and sheer relief expressed by both sets of fans the moment their triumphs were confirmed. This is what sets Mamdani apart. He doesn’t speak like a politician. He speaks like the average person on the street. And he never misses a declaratory slam dunk.
