MIS is a gallery known for its dedication to create opportunities for visitors to deep dive into the world of the honored personality or theme. Now it has announced the exhibition of the filmmaker, whose work is one the most popular in the filming world, but whose identity remains unknown to the masses. Brief is to create a visual ID for the exhibition that would manifest its curious and sensual spirit and grab the attention of the public who has interest in Billy Wilder’s work, but knows nothing about him. The main challenge was to come up with visual ID that would create an immediate connection between the audience and the exhibition and, at the same time, introduce the name ‘Billy Wilder’. In other words, design should help the exhibition to connect people with a man they don’t know they admire, yet.

Approximate Budget - 60 000 USD.

The creative idea behind the concept is to capture the essence of the exhibition, which is - revealing. In the case of Billy Wilder, the exhibition uncovers the man himself, 'hidden' behind his extensive body of work. The visual identity conveys this variety and invites curious minds to explore the world of the man behind the icons. The typography for Billy Wilder is diverse yet consistent in style, mirroring his oeuvre. The letters vary in weight to represent the variety of Wilder’s iconic work across different genres. This approach is relevant to both the gallery and the subject, as the entire branding, as requested, maintains the intended atmosphere. The target audience knows and admires the iconic images created by Wilder, making this the perfect moment to discover the icon behind the icons.

The visual identity evokes a sense of a showreel of greatness, showcasing the diversity of iconic images created by Billy Wilder. This approach is adapted across various formats to capture attention and intrigue audiences about the man behind the icons.

The main design element is a range of icons, delivered through designs that calls to curious minds. Posters will invite potential visitors to discover the creator behind their favorite icons, who is suspiciously not as famous as his works. On social media, there will be reels and invitations to discover Wilder. The landing page will showcase a variety of his iconic images and films. A holographic entrance installation will bring icons like Marilyn Monroe's blowing dress scene to life using AI, engaging visitors and inviting them to the Museum to learn more. This scale will appeal to all those curious about cinematic icons worldwide.