Panavision — Supporting Filmmakers
Lee Filters - Panavision
The brand needed to update the packaging designs across eight varying lighting gel packs. The primary challenge was moving away from outdated design styles and overly photographic imagery to create a look that was modern and consistent across the entire product line. Additionally, because these packs were intended to be distributed as freebies rather than sold at retail, the designs needed to be reformatted to remove standard retail elements like barcodes while still retaining accurate color representations of the included gels.
To modernize the packaging, I developed a fresh, vector-based design system using Adobe Illustrator. Drawing inspiration from the updated LEE Filters website , I strictly utilized their official brand palettefeaturing black, white, light blue, yellow, and gray—alongside the Museo Sans font family. To visually differentiate the eight packs while maintaining a cohesive family look, I explored creative representations such as unique color gradients and icons for each pack's key artwork. I also restructured the visual hierarchy, establishing the LEE Filters “A Panavision Company” mark as the primary logo and moving the classic Star Logo to a secondary position on the back of the package.
The final deliverables provided LEE Filters with a clean, contemporary set of 12”x12” packaging designs. By adhering to the updated brand guidelines and avoiding photographic clutter , the new EPS vector files successfully unified the eight varying gel packs into a consistent, modern promotional suite perfectly suited for their giveaway campaigns.
