The Museum of Image and Sound (MIS) in São Paulo has established itself as a leading institution renowned for its innovative and thematic exhibitions focused on the realms of image and sound. Over the years, MIS has showcased a variety of influential artists and filmmakers, bringing their work to life through immersive and engaging displays.

Continuing this tradition, MIS is creating an exhibition for Billy Wilder, a legendary filmmaker whose work has left a significant mark on cinema history. Wilder is a key figure in cinema, yet his name isn't as widely recognized as the iconic scenes and stars from his films. How can we create a visual identity for his exhibition at MIS that immediately connects with the audience, introduces them to this influential but lesser-known filmmaker, but also helps them identify the work they've seen and loved as part of his cinematographic legacy?

What if "The End" at the end could represent a new beginning for Wilder's legacy? We created "Billy Wilder Never Ends" as the concept for the visual identity of his exhibition at the MIS Sao Paulo. This concept allows us to emphasize Wilder's perpetual impact in cinematography. Knowing our audience already recognizes Wilder's films/scenes, we repurposed the asterisk, a symbol used in most languages (including Portuguese), to find a clever way to introduce his name by linking it with his famous films.

The concept "Billy Wilder: Never Ends" creates a showstopping visual identity by seamlessly connecting Wilder’s iconic cinematic moments with his enduring influence. Timeless imagery and signature endings draw immediate recognition, while asterisks guide visitors to key information and insights about Wilder’s work, enhancing understanding and engagement. Additionally, the asterisks symbolically represent projector light beams, highlighting Wilder's role in bringing stories to life. A stylish, modern typewriter font reinforces Wilder's screenwriting roots and offers a contemporary look, making the visual identity both nostalgic and current. High-contrast colors help create an emotionally rich experience. All the elements created for this visual identity help build a brand for both these kinds of experiences, but also honors the lasting tradition of MIS of showcasing artists that truly celebrate art.