Meet the designer behind NYC’s charming World Cup campaign

Creative director Arsh Raziuddin referenced vintage ads, archival photos of city symbols, and “the stuff that you walk past on your commute every day.”

How do you build excitement among 8.5 million New Yorkers (and 1.2 million tourists) for the World Cup? You start with deep research on the city’s beloved colors and symbols and then turn that into something like the joyful, nostalgic, and vividly hued bus shelter posters, subway signs, souvenir cups, and jerseys the 34-year-old creative director Arsh Raziuddin designed for the citywide tourism campaign that the Mayor’s Office launched this week.