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—celebrating Bollywood movie posters and billboards that decorated town centers and high rises in India since 1918.
The visual identity was constructed to illustrate the vibrancy of Bollywood billboards. For the logotype, traditional typography was created to mimic the essence of Bollywood and the language of Hindi. The final design was sent to India to be reproduced into a hand-painted large-scale billboard poster by renowned artists Alam Choudhary and Vijay Kumar Singh of Shaikh Arts Studios, 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 by Angus Rowe Macpherson opposite the program for all of the events. Exhibitions graphics were developed throughout the gallery and the visual identity was extended to a number of components including signage and promotional t-shirts.
Artist: Alam Choudhary and Vijay Kumar Singh of Shaikh Arts Studios.
Artist: Leo Scopacasa.
India Photography: Angus Rowe Macpherson.—