For over five decades, The São Paulo Museum of Image and Sound (MIS) has been at the forefront of showcasing thematic exhibitions on image and sound. Some of its past exhibitions have successfully celebrated various cinema legends and movie genres. Currently, MIS is preparing an exhibition dedicated to Billy Wilder, an American filmmaker from the Golden Age of Hollywood.

However, unlike other filmmakers, Mr. Wilder's name is not as well known. The scenes and the names of actors from his films are bigger than Billy Wilder himself.

The aim is therefore to design a visual ID that not only creates an immediate connection between the audience and the exhibition, but also appropriately introduces the significance of the name "Billy Wilder".

Initially, we tried to find a characteristic element that connects all of Billy Wilder's movies. But we found that there was nothing that would cover it in the right way.

Why? Because Billy Wilder simply cannot be pigeonholed into any specific style. He experiments with many film genres and subgenres and each of his works is quite unique. So instead of unifying the works, we decided to go in the opposite direction.

We will show how incredibly versatile filmmaker Billy Wilder was and thus celebrate the variety of his works. In this way, we will link the visual ID with the exhibition at MIS, where Wilder's movies will primarily be presented side by side in individual rooms, rather than together as a whole. This will allow the uniqueness of each of them to stand out.

The variety and uniqueness of Billy Wilder's work will be demonstrated through the typography on which the entire visual ID will be based.

We will use a different font for each word in all exhibition-related outputs. All fonts used will be the same as on the posters of the movies that will be presented in individual rooms during the exhibition. This will allow us to showcase the author's creativity even before the actual experience at MIS.

Since the original movie posters are handwritten, we will use the most similar fonts from Adobe Fonts.

This design allows great adaptability for every format and space. So it will be possible to use the principle of composing fonts both in the design of tickets and posters, as well as on social networks and merchandise or other promo materials.

Additionally, we will also use the hashtag #billywood with the aim of raising exhibition's awareness.