Bright Colors, Bold Fonts, and Big Promises: What ZOHRAN’s Campaign Branding is Telling New York

If you’ve been in New York recently—or just cruising Instagram—you’ve probably seen the campaign posters that scream “ZOHRAN.” Literally. All caps. Primary colors. The kind of palette that makes you think of street art and 90s Nickelodeon more than political dysfunction.

So naturally, I had to dig deeper.

What is ZOHRAN selling with this campaign branding? Is it matching the vibe of his platform? Is it giving “man of the people” or is it more “cool professor who quotes bell hooks on his podcast”? Let’s decode this, design nerd-style.

🎨 The Branding: Retro Pop with a Purpose

Let’s start with the look. The deep cobalt blue and saturated orange is not subtle. It’s the political branding equivalent of wearing a tracksuit in a sea of gray suits. And honestly? We love it.

The bold, almost comic-book typography says: “I’m not here to play the same old political game.” The slight vintage edge nods to nostalgia, but in a way that feels reimagined—like, "Hey, remember when people could afford to live here?"

Even the “Vote June 24” circle feels more zine culture than glossy political machine. It's very “printed in a basement by activists,” which... may actually be true. (Respect.)

🧠 The Messaging: Believability & Vibe Check

The slogan: “FOR A NEW YORK YOU CAN AFFORD.”

This isn’t “Hope” or “Yes We Can” fluff. This is practical, pocket-level messaging. It speaks directly to the girl working two jobs in Bed-Stuy, the barista side-eyeing her $2,400 studio in Ridgewood, and yes, the grown adult still living with roommates because Trader Joe’s rent isn’t Trader Joe’s prices.

This isn’t an identity campaign. It’s an affordability campaign.

His branding isn’t asking you to believe in a dream. It’s asking you to demand a receipt from your landlord.

🧩 Does the Branding Match the Platform?

If you Google ZOHRAN (and I did), you’ll find a democratic socialist, city councilmember, and fierce advocate for working-class New Yorkers. Tenant rights, police accountability, climate justice. He’s not trying to be the cool centrist with dad jokes. He’s not giving “aspirational billionaire” like some mayors we’ve seen.

So, the branding? It fits. It’s bold, it’s anti-establishment, and it looks like it costs $20 and a lot of heart—versus $200K and a branding agency that does Fortune 500 CEOs.

ZOHRAN isn’t just marketing a candidate. He’s marketing a mood.

✨ Final Thoughts (Cue “The Office” Theme)

Honestly, this campaign branding feels believable because it doesn’t feel polished to death. It feels like it was made by someone who gets it. Someone who’s actually been to a rent strike. Someone who doesn’t think Brooklyn ends at Barclays.

It’s grassroots, it’s gritty, and it’s actually kind of fun. And in a city where everything feels like it’s either being torn down or turned into a Chase Bank, a little fun is revolutionary.

So yes, I believe in ZOHRAN’s brand. Because it doesn’t feel like a brand. It feels like a call to action—with the energy of a mixtape cover and the urgency of your ConEd bill.

What do you think? Are we entering the golden age of graphic design in grassroots politics? Or is this just another case of good fonts, bad policies? (So far, it’s not.) Let me know in the comments.