AIGA NY Presents: Arsh Raziuddin - Designing NYC’s World Cup Moment

AIGA NY welcomes creative director Arsh Raziuddin for an inside look at NYC's World Cup campaign — the one making designers screenshot, share, and debate in Slack channels citywide.

Built around the slogan "Where the World Comes to Play," Raziuddin's campaign spans bus shelter posters, subway signage, souvenir cups, and jerseys. Drawing on NYC's iconic visual history, it delivers a joyful, nostalgic, and vividly hued identity that captures something rare: a city seeing itself clearly, and loving what it sees.

Raziuddin walks through the full process — the research, the symbols, the color system, and yes, the pigeon.