Arsh Raziuddin
Designing NYC’s World Cup Moment

The city is the brief. The streets are the moodboard.

We’ll be honest, we’ve been distracted too! There’s an apple-shaped soccer ball on every bus shelter, borough flags on jerseys made in Brooklyn, and a new energy in this city that is impossible not feel and look away from. And as designers, we are obsessed.

Creative director Arsh Raziuddin is the mind behind NYC’s joyful, nostalgic, and vividly hued World Cup campaign, the one making New Yorkers designers add to their Slack channels and discuss! Built around the slogan “Where the World Comes to Play,” the campaign spans bus shelter posters, subway signage, souvenir cups, and jerseys, and it captures something rare: a city seeing itself clearly, and loving what it sees.

Arsh leans into NYC’s iconic visual history to give us a visual identity that makes us smile and nod in recognition.

AIGA NY is thrilled to welcome Arsh to our stage for an inside look at how this campaign came together , the research, the symbols, the color system, the jerseys (yes, the pigeon), and what it means to design about a city rather than to it.

Come for the design. Stay because you can’t stop thinking about that apple.

Event Series: Design Spotlight
These events are design talks or conversations that feature designers or creative teams sharing top of mind or breakout work.

Tickets
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Schedule

6:00 pm Doors open & Check-in
6:30 pm Event begins
7:30 pm Event ends

Tickets

Non-members $45.00
AIGA Members $35.00
MAD Members $35.00

Museum of Arts and Design

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2 Columbus Circle - Auditorium lower level
New York, 10019

Map & Directions

Speaker

Arsh Raziuddin

Arsh 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.

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