Transform Live NA: Bringing the Mamdani campaign typeface to life

City-level campaigns rarely treat visual identity with the depth of a fully realised brand system. This session explores how the Mamdani campaign’s wordmark evolved into a distinctive custom typeface, extending the brand across more touchpoints and giving its typography a recognisable tone of voice. Matthew Hinders-Anderson shares how the typeface helped bring the campaign identity to life, offering a designer’s perspective on translating a political message into a flexible, memorable visual language for public engagement.