The Museum of Image and Sound in Brazil is hosting an exhibition celebrating Billy Wilder, an awarded filmmaker and screenwriter. His work is world-known and awarded with multiple Oscars, but the mastermind behind the iconic scenes is not as well-noticed.

In addition to sparking interest and getting viewers to the exhibition, the visual identity and the exhibition brand should also give a name to the man behind some of the most iconic scenes in filmmaking history. As the majority of visits to The Museum of Image and Sound are spontaneous, a strong gaze- and scroll-stopping visual identity was a must. Nevertheless, it should also intrigue those more interested in cinema and Hollywood as well as -30’s to -70’s stories.

One of the most iconic movie scenes of all time is the scene from the subway grate; Marilyn Monroe’s skirt being blown by the airflow of the passing train. Not too many know from which film that scene is from, and even fewer know the man behind the scene.

As we humans are curious creatures, to spark interest, we literally hid the exhibition title and subtitle behind some of these iconic scenes. The Seven Year Itch and Monroe's skirt, Sunset Boulevard and the corpse in the pool, the film noir classic Double Indemnity with a venetian blinds lighting scene – seeing the scenes the audience knows they have seen before, just not sure where that scene is from or who’s behind it – pulls them in to learn more about Billy Wilder, the filmmaker and screenwriter. This way, we gave the spotlight to the man behind the scenes.

The identity creates a playful, thought-provoking and brain-tickling concept which leads to not only getting viewers to the exhibition, but also gives the spotlight to the man behind some of the most iconic scenes in filmmaking history. At the same time, it reflects the nature of the museum; each exhibition is an immersive experience. Just as in the visual identity where the scenes surround, almost wrap, the information, so is the case within the exhibition. As a visitor, you become a part of the scene.

The logotype combines the different eras of filmography and cinema between 1930 and 1950 combining elements from art deco, to the more decorative, serif-Perpetua -like titles and all the way to more bauhaus-inspired movie titles.