Showcased Work: Old Spice Campaign Stats Poster

February 1st, 2011

If you’ve heard recently, the Old Spice guy Isaiah Mustafa is back. His return makes this the perfect time to share with you a project I completed a few months ago for fun. The goal was to create a refined and informative infographic. At the time of creating this, the Old Spice campaign titled “The Man Your Man Could Smell Like” was in full swing. The campaign was led by Isaiah Mustafa and driven by the great Wieden + Kennedy creative agency. The results of the campaign relative to sales and the social media buzz, exponentially exceeded expectations and ultimately marked the campaign as one of the most successful in history.

The question was how do I design for this. Do I pair the design with what the brand has established or do I take an alternate route? At the time I was heavily inspired by the international typographic style and Massimo Vignelli. This explains for the minimal layout and geometric line angles similar to the New York City subway maps. However, this direction didn’t come immediately. I toyed around with various versions that were far from being relevant to Old Spice or being easily readable. This version however, felt the most appropriate. Bringing in a few elements such as the cutting-off of the logo and Old Spice related colors, helped reflect current establishments that the brand already uses.

The data was collected by the marketing firm, Symphony IRI.
Type family used: Helvetica Neue Ltd Std

Typefaces of the World poster is also available now.

Posted by on 02/1/11 in Portfolio, Posters, Showcased Work

33 COMMENTS   »  Leave your Comment

  1. […] guy Isaiah Mustafa is back. His return makes this the perfect time to share with you a project I (Shelby) completed a few months ago for fun. The goal was to create a refined and informative infographic. […]

  2. Even though there is very little information presented, I really love it. It looks great.

  3. Jeff says:

    NIce work Shelby. Love the clean, Swiss style and the subtle crops.

  4. […] via WANKEN – The Blog of Shelby White » Showcased Work: Old Spice Campaign Stats Poster. […]

  5. Shelby White says:

    Thanks @Jeff and Daniel. Projects like this one are always the most fun.

  6. Infografica says:

    Designing for the real world and designing for a school project are two completely different things. For school you’re operating under the requirements of the assignment which allow for infinitely more creative freedom than the real world. It would be every designers dream to have 100% creative freedom but this is completely unrealistic. In the real world, you’re given requirements as well as having to consider the opinions of others, namely your client who is paying the bill.

    It appears that you have no real world experience, in the sense that you’ve never had to deal with criticism from the person who inevitably paying to put food on your table.

  7. Jessie says:

    @Infographica…you can have tons of “real world experience” and still suck. Great design and creativity aren’t dependent on # of clients. It’s called a “personal project”. Young designers gotta start somewhere.

    Haters be hatin.

  8. Ashley B says:

    Sorry, but what is this meant to be communicating? How does any of this design (subway map lines, large type for the numbers, lopped off logo, etc) help me understand the information?

    Seriously, the design choices seem to intentionally obscure the meaning of these statistics, whatever that meaning is. I honestly don’t know.

  9. Shelby White says:

    @Infografica You’re entirely correct. Designing for the “real world” is different. Fortunately I’ve had both experiences. When you say there isn’t creative freedom in the “real world”, I’d maybe point you towards the work done at Wieden + Kennedy, Struck Creative, FirstBorn, Hello Monday (I could continue this list but I’ll let you check those out first).

    As for criticism, I may point you to several other posts I’ve written on here detailing my process. There is valid criticism being put forth. Fortunately for this project it was an endeavor to expand upon an idea and the only way it was going to happen was by making it a personal project.

    @Ashey B This is communicating the success of the Old Spice campaign. If you click the images above you’ll see the text is easily readable. The cut logo meshes with the design and reflects the similarity in use at

  10. Jesse says:

    great post, great work. Informative, and pointed. Clean, and simply organized.
    Creative and well executed. Great work.

  11. […] Isaiah Mustafa is back. His return makes this the perfect time to share with you a project that I (Shelby) completed a few months ago for fun. The goal was to create a refined and informative infographic. […]

  12. Luke314pi says:

    The typography and layout look great. I am not a fan of the logo being cut off, or parts of the text being cut off.

  13. thehalvo says:

    Great work Shelby! The colors, type, texture, all fit together quite nicely. My favorite part is the cut off text, that part really draws in my attention. Keep rockin’ it!

  14. […] infográfico foi organizado pelo designer Shelby White. Clique na imagem para […]

  15. […] Mustafa himself. But how successful was a debate during impacting a bottom line? To decider by this infographic combined by Shelby White, really, unequivocally successful — in fact, we could substantially make a box that it was a […]

  16. […] of Old SpiceMarch 6th, 2011The man himself, Isaiah Mustafa should win an award for his work on the Old Spice commercials. Take a look at this behind the scenes look at the making of the new Old Spice […]

  17. Josh says:

    Interesting . I never knew .

  18. […] Isaiah Mustafa is back. His return makes this the perfect time to share with you a project that I (Shelby) completed a few months ago for fun. The goal was to create a refined and informative infographic. […]

  19. I wonder what Wieden + Kennedy’s reasoning was behind masking the lower portion of the logo. I find myself wanting to do this all the time with type but never being able to justify it to myself or my boss/co-designers. I think the one time I’ve seen it work conceptually is what Albin Holmqvist did for the word “HORIZON” in the EF International Language Centers.

    At any rate, very nice poster man! Really liking the whole Mossimo Vignelli subway style. It works great!

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