MUSEU DA IMAGEM E DO SOM DESIGN BRIEF
Develop a design concept that has stopping power for MIS for the new authorial
master exhibition about the filmmaker BILLY WILDER.

Background
MIS – Museu da Imagem e do Som (Museum of Image and Sound) is a Brazilian museum in São
Paulo devoted to all kinds of image and sound themes, such as cinema, music, photography,
games, new media, etc. The museum has an archive composed of over 200,000 items, including
oral and video testimonial records, equipment, photographs, films, rolls, documents, movie
posters, and pictures, among many others.
For over five decades, MIS has been at the forefront of showcasing thematic exhibitions in therealms of image and sound. Some past exhibitions have successfully celebrated cinema legends
such as François Truffaut, Tim Burton, George Méliès and Alfred Hitchcock and movie genres
such as musicals and thrillers. We now aim to continue this tradition by dedicating an authorial
exhibition to Billy Wilder, a filmmaker with an extraordinary and enchanting oeuvre.
For this new exhibition, Mr André Sturm, General Director and curator of the show, has selected
some movies directed by Billy Wilder to provide them with a special gallery. All selected movies
will be on show and mentioned in a certain way. The exhibition design follows the atmosphereof each highlighted film, reproducing its main scenario and moments.
All MIS shows have a special dedication to the visitor’s experience, offering much more than a
traditional show – a deep dive into the world of the honoured personality or theme. The
exhibition works as an educative, curious and sensorial experience, promoting a connection
between the audience and the exhibition object. In that way, the show not only displays a lot ofarchival content of various types but also promotes an inspiring moment for both longstanding
visitors – fans and habitués – and new audiences, who will experience their first contact withthe themes through the museum.

About Billy Wilder’s show to date:
The exhibition design is very well defined and advanced, just like the highlighted films. Themuseum is working with a cinema professor specialising in Billy Wilder’s career and filmography.
The research team is working on finding items elected by the curatorship and contacting
collectors and archives to have the work list finished by the end of June.

The Challenge
The main challenge in the development of this visual ID is creating an immediate connection
between the audience and the exhibition and, at the same time, introducing the name ‘Billy
Wilder’. Unlike other filmmakers, Mr Wilder isn’t as famous as some iconic scenes from hismovies. Everybody had seen a picture, a frame, or a video of Marilyn Monroe in a white dress
blowing in the wind in the subway ventilation or even of Audrey Hepburn in a very charming
fashion close-up. The scenes and Hollywood names are bigger than Billy Wilder, a name in thecollective memory of the 21st century.
The visual identity must stress this point and clarify it. Introducing a not-so-well-known name,
who has nevertheless been behind an extremely popular and famous production. The brandalso has the challenge of being versatile. It must be used in all communication material about
the exhibition, from the museum façade to all graphic materials, official products, socialnetworks, etc.

Target Audience
MIS has a very diverse and large audience. For this exhibition project, we are targeting:– spontaneous audiences aged 18 and over (members of the public that go to the museum
without an official, prescheduled guided tour with the educative department)– people interested in cinema in general– people interested in Hollywood and 1930s–1970s stories

– cinema students and researchers– school groups; young audiences that don’t know Billy Wilder– people interested in pop icons and historical moments– families and seniors’ groups looking for an educational and entertaining cultural
moment/activity.

Insight
The key thing is an easy comprehension of what it is. MIS is famous for big shows and very
creative exhibition projects, so the insight must be this: “Even without knowing this name, I canidentify this scene/icon, and I want to learn more about it.”

Strategy
We’re looking for a design concept that has stopping power and will intrigue and invite people
to attend the exhibition. We’re looking for innovative thinking – something that will surprisepeople and encourage them to attend. Think about people walking past the museum entrance
and glancing at it. How do we convey the brilliant director and his movies so that most people
are intrigued?

Key Message
This is the place to learn, have fun, connect with memories and discover new worlds.

Personality
Brand ID/personality: The show is cool and innovative and connects old themes with a newreading. It is, at the same time, sophisticated and popular.
Attitude: The show is brave, new, unprecedented, intelligent and exciting. It’s provocative andinnovative and intends to show you something you’ve seen already before but don’t know whenor where.
Tone of voice: The voice is kind but at the same time imposing. It’s the voice of an old person
who tells an interesting, engaging and fascinating story to a young person.
Campaign Dos and Don’ts
Do- develop an identity that can be applied across various materials and platforms. The image
should also be easily applied to products for the museum store such as pencils, notebooks,mugs, keychains, etc.
- use a clear font considering the fact that Billy Wilder is not widely known in Brazil.
Don’t- use the Courier New Font for the exhibition title- use cinema’s obvious elements, such as film rolls, directors’ chairs, Hollywood letters on themountain, hall of fame, movie clapperboard, etc.
- use other words besides Billy Wilder in the title- focus on just one of the director’s films as the theme- use an abbreviation of the exhibition title- use the curator’s name or the museum name as part of the brand/visual ID.

Attachments
1. MIS brief history and highlights from the last years MIS_2024
2. Exhibition head profiles and exhibition design Project BW_PROJECT
3. Billy Wilder’s filmography, with highlighted movies (those who have their own gallery/sectionin the exhibition) BW_Films

Additional information
1) The show will begin in August 2024.
2) Think about a catchy subtitle to catch the public’s attention.
3) The design should incorporate:❖ The exhibition title ‘Billy Wilder’❖ Museum name and addresses: Museu da Imagem e do Som | Avenida Europa, 158 |Jardim Europa, São Paulo-SP | www.mis-sp.org.br | @mis_sp❖ Date when the exhibition goes live: From August 2024
4) Think about an innovative way to display the exhibition title at the museum entrance
space.
5) Create a design concept well used in positive and negative ways.
6) The concept should be easy to reformat for different purposes – merch at the store,
Instagram posts, etc.
7) Include a pocket guide for how to use the brand/visual ID, including fonts (principal andparallel), major colours, dos and don’ts, etc.

Specific Deliverables
Each team will be submitting an A3 format entry that showcases their creative design. This must
include:1. a digital presentation image – a visual overview of your work concisely summarising thebrief

2. A three-part written submission – to give more context to your work. This includes:
a. background – overview of the brief, objectives, etc.
b. creative idea and insight – including brand relevance and target audiencec. execution – design elements, design touchpoints, design development process,etc.
3. OPTIONAL: a digital supporting image – digital images that may support your entry in theJury room.