Despite his immensely significant role in the movie industry, Billy Wilder somehow managed to stay under the radar, leaving the wider audience unaware of his accomplishments and influence. We wanted to bring him from behind the scenes into the spotlight, where he truly belongs, while also drawing clear associations with well-known icons of the Hollywood golden age

Our goal was to juxtapose the new with the classic, the familiar with the lesser-known, to create visual interest and a sense of intrigue. We aimed to challenge how we perceive iconic movie scenes, shifting attention to their creation, all while maintaining a humorous tone.

To avoid chaos, we established ground rules to maintain a coherent, light but expressive identity. The influences of both current and classic elements serve distinct purposes and are easily applicable across various media.

Since the visual identity serves the purpose of a trailer to an exhibition we decided to seek most of the inspiration there

We aimed to make Billy Wilder’s name as striking as possible, inspired by old cinema lightboxes with imperfect, hand-written letters on a distinctive grid. This approach places Wilder at the center, ensuring no other name or title steals attention, and evokes the authentic feel of the analog era.

Similarly, taglines are hand-written in the dramatic, pun-friendly style of vintage 20th-century posters and movie trailers.

To capture interest, we use iconic frames from Wilder’s movies with a twist—Marilyn, Audrey, or Marlene are covered, while Billy Wilder’s name is highlighted. Taglines emphasizing words like "icon" or "hero" shift perception and direct attention to Wilder. The audience begins to associate his name with famous frames, sparking curiosity to be satisfied at the exhibition. This approach positions Billy Wilder as an icon, just like the celebrated Hollywood legends shown.