Developing a Visual Language for Panavision Through Photography

What we did

Branding & Identity
Content Development
Art Direction


Panavision is not a company to rest on its laurels. With its rich pioneering history in the motion picture industry, Panavision could easily do just that.  Yet many younger people in its industry mistakenly saw Panavision as a historical relic, despite the company’s ongoing leadership in optics and production support, and a sluggish and aesthetically outdated website was only reinforcing this misperception. The solution? Molly Duggan Associates designed a dynamic new drupal website to reaffirm Panavision’s reputation as the leading innovator in its field. Based on Molly Duggan Associates’ track record, the Panavision team had high expectations for a revivified brand identity and dynamic new website—and they needed both within 4 months to coincide with the unveiling of their newest product innovation: the PrimoV lens series.

Molly Duggan Associates conducted extensive stakeholder interviews and brand analysis, and delivered a completely updated website that simultaneously captures the historical achievements of the Panavision company and its enthusiastic embrace of the emerging challenges of film and digital production in the 21st century.

A strong visual language is vital to brand cohesion across the globe. Molly Duggan Associates spent several days photographing at Panavision to deliver a comprehensive image library representing the fresh and hip, yet sophisticated culture that is Panavision.

Client Summary

Founded in 1954, Panavision is the world’s leading designer and manufacturer of high-precision lenses for the motion picture and television industries, and one of the world’s leading providers of camera systems, including both film and digital cameras. Panavision also supplies lighting, grip and crane equipment for use by motion picture and television productions, and offers 24/7 service support around the globe.


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