The Museum of Image and Sound (MIS) is dedicating an authorial exhibition to filmmaker Billy Wilder. Unlike other filmmakers, Wilder isn’t as famous as his iconic scenes.

Behind the lens, his work mirrors the hypocrisy of American society and culture; its dreams, realities, and contradictions. 
His unique perspective and creative style in filmmaking have 
been informed by his outside worldviews after immigrating 
from Austria.

The identity sets out to show the truth that really sits behind the lens; a cross-cultural and fresh perspective on American society. What seems to be just an iconic 21st Century pop culture moment is full with innuendos that comment on America’s politics, gender and equality, and consumerism. The visual identity juxtaposes classical movie scenes with modern graphical symbols, in turn commenting on the social themes Wilder used.

The brand campaign is executed with versatility both visually 
and tonally. It is both familiar and intriguing, new and sophisticated, creating an immediate connection between the audience and exhibition.

The logo and typographic treatments in the campaign nod to cinematic posters and film credits, using a square frame and 
lines to house the name of Billy Wilder.

The campaign uses an editorial primary typeface that nods to the 21st century era and those used similarly. The secondary mono typeface visually references the typography used in film scripts.

The colours used in this identity have been considered with a cultural ode to Wilder’s themes on American society. Green representing the colour of money, red symbolising power and politics, and cream for equality and neutrality.

The illustration style is modern and fresh, connecting old 
themes with a new visual reading.