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.