Creative director Arsh Raziuddin is the designer behind NYC’s joyful, nostalgic, and vividly hued official FIFA World Cup 2026 campaign. Built around the slogan “Where the World Comes to Play,” the campaign is now visible on bus shelters, subway platforms and cars, souvenir cups, and jerseys. Its creative energy captures something rare: a city that sees itself clearly and celebrates what it finds. Drawing on NYC’s iconic visual history, Raziuddin has created a visual identity that is immediately recognizable and unmistakably New York.

MAD and AIGA NY are pleased to welcome Raziuddin for an in-depth conversation about how this campaign came together: covering the research, the symbols, the color system, the jerseys, and what it means to design about a city, rather than simply for one.

About the Designer

Arsh Raziuddin is a creative director, designer, and artist whose work spans publishing, culture, and public life. Her collaborators and clients have included The New York Times, The Atlantic, Condé Nast, Nike, Bloomberg, A24, New York City Hall, Penguin Random House, Hachette, and Simon & Schuster.

She most recently served as VP of Global Creative at Christie’s. Previously, she was Art Director of Sunday Opinion at The New York Times, was part of the team behind The Atlantic’s 2019 redesign and later led the 2021 redesign of Bon Appétit. Most recently, she led the creative direction and design of New York City’s official FIFA World Cup 2026 campaign in partnership with New York City Hall.

Her work has been recognized by the National Magazine Awards, the Society of Publication Designers, the Art Directors Club, Monocle, Print, and The New York Times. She previously taught publication design in MICA’s MFA program and continues to explore how design can shape culture, participation, and collective memory.