typotherapy was commissioned by curator Rafi Ghanaghounian and the Design Exchange to produce the visual identity, exhibition graphics and marketing materials for Tamasha, an exhibition of traditional hand-painted Bollywood billboards and movie posters that decorated town centers and high rises in India since 1918.
The visual identity was constructed to illustrate the vibrancy of Bollywood billboards and the logotype was created to mimic traditional Bollywood typography often depicted in the language of Hindi. The final design was sent to India to be reproduced into a hand-painted large-scale billboard poster, which was featured in the show and used as the visual language for all the marketing materials.
The invitation unfolded to a poster that revealed images of India opposite the program for all of the events. Exhibitions graphics were developed throughout the gallery and the visual identity was extend to a number of components including signage and promotional t-shirts.