Palma Pictures Unveils New Identity for a New Era of Production Partnership

The role of production service companies has changed dramatically over the past three decades. Once viewed primarily as on-the-ground facilitators, today's partners are increasingly expected to solve creative, logistical and strategic challenges from the earliest stages of a project.

For Palma Pictures, that shift has been years in the making.

As the Spain- and Portugal-based company enters its fourth decade, it is unveiling a new brand identity that reflects its evolution into a multi-disciplinary production partner, supporting clients across commercials, scripted, unscripted and photography while helping shape the future of production in an increasingly complex global landscape.

LBB’s Olivia Atkins spoke to Palma Pictures’ leadership team -- CEO Mike Day, managing director Paul Abrey, head of locations Edu Rodgrigalvarez, head of production, commercials Belen Garau and head of studio & equipment Miquel Ferrer -- alongside brand  consultant Lise McQuillin, who led the company's recent brand refresh, about the evolution of the business and the thinking behind its revised identity. 

LBB> How has the production service landscape changed over the course of Palma Pictures’ 30+ years - and what shifts have you seen first-hand?

Lise> When I was here 20 years ago as a young producer, Palma Pictures was already special, but back then, the model was simpler. Fast forward to now and the landscape is unrecognisable. Clients expect collaborators, not facilitators. They want a partner who can help shape, solve, guide, and elevate from the very beginning.

The biggest change I’ve seen first-hand is how much earlier we’re brought into the process and how much more value we’re expected to bring. We’re problem-solving across creative ambition, logistics, talent, finance, sustainability, tax incentives and platform needs, often all at once. And honestly, that’s where Palma Pictures thrives.

This company has always had an instinct for innovation, but the scale and diversity of what we handle now is on another level. We’re operating across commercials, scripted, unscripted and photography, and the muscle memory we’ve built from decades of doing this is paying off in a really exciting way.

Mike> When I look at Palma’ Pictures' evolution over the last 30 years, what feels most significant is the consistency of the core idea, even as the business has grown - we’ve always believed in building something rooted in trust, relationships, and a deep understanding of the work. The shift from being seen as a service company to a true collaborator is a natural progression of that thinking, and personally it’s something I’ve always felt strongly about -being part of the creative production journey, not separate from it. The refreshed identity brings that to the surface in a more visible way; it reflects the scale we’ve reached, but also the values that have been there from the beginning. Looking ahead, what excites me most is the opportunity to continue growing across Spain and Portugal while maintaining that same level of care, and working with clients and teams who value a genuinely collaborative approach to making really great work.

LBB> You talk a lot about agility. Why is it so crucial now, and how does Palma Pictures adapt for different clients and productions?

Lise> Agility is everything right now, because the industry isn’t just one industry anymore. A streamer brings totally different pressures to a fashion brand. A nine-day shoot on a mountain is nothing like a multi-month scripted build. And direct-to-brand clients want a completely different pace to an agency-led project. So we don’t present a big shiny ‘Palma Pictures process’ because we don’t believe in one.

Instead, we listen and break down what the job really needs and shape our structure to fit. Sometimes, we’re full production partners. Sometimes we’re quietly solving and smoothing behind the scenes and sometimes, we build the whole thing: from the crew, to the workflow, the infrastructure and the end-to-end.

LBB> Palma Pictures is known for its bespoke service - how do you actually tailor your approach?

Lise> For us, tailoring starts before we’ve even said yes to a job. We want to know: What’s the creative pressure? Where’s the risk? What needs protecting? What needs unlocking? Then we build a production architecture that suits, not the other way round. We don’t hand clients a system and ask them to adapt. We adapt to the work, collaborate with people and align on their vision. That could mean we bring in a specific DP’s favourite local crew, or create a hybrid model so part of the job happens in a studio and part on-location. There’s no set template.

LBB> You’ve just launched a refreshed brand identity. What sparked that change?

Lise> A lot can happen in 30 years, and in Palma Picture’s case, a lot has. This refresh wasn’t about “looking more contemporary for the sake of it.” It was about aligning the outside of the company with what the inside has already become.

Today, Palma Pictures is a multi-territory, multi-disciplinary and genuinely future-facing company. The work we’re doing in scripted, unscripted, commercial and photography is world class. The teams know their stuff and the level of partnership we offer clients has matured. The old visual identity didn’t fit who we are anymore. And for me personally, coming back two decades later to help shape this new chapter, it felt like beautiful serendipity.

I got to witness Palma Picture’s early ambition as a producer all those years ago, and I get to help articulate its ambition now. That feels incredibly special.

The refreshed identity brings our involvement in the production industry to the surface in a more visible way; it reflects the scale we’ve reached, but also the values that have been there from the beginning. Looking ahead, what excites me most is the opportunity to continue growing across Spain and Portugal while maintaining that same level of care, and working with clients and teams who value a genuinely collaborative approach to making really great work.

Edu> The brand refresh feels like a natural evolution of who we are today. For me and the locations team, it reflects the value of our local knowledge, strong relationships and the role we play in helping productions find the best solutions. It recognises that we're not just supporting projects behind the scenes. We're active collaborators in bringing great ideas to life.

LBB> How does the new identity bring more clarity, energy and personality?

Paul> We wanted the brand to feel like Palma Pictures actually feels; creative, warm, confident and quietly ambitious. The colour system reflects our four production pillars, each with its own energy while giving the impression of being part of one cohesive family. The design language is cleaner, more contemporary, more usable across every service we operate in; from pitch decks to motion, and socials to the website.

The tone of voice is direct and human. We’re not only talking to new clients but to people we’ve worked alongside for years. And the new website is a clear break from a traditional service company layout; instead it’s modern, simple, smart, and it gives our work space to breathe.

Belen> The brand refresh gives us a strong platform to reintroduce ourselves internationally - reflecting both the strength and reliability of an established company, and the energy and perspective of a business that continues to evolve with the industry.

LBB> What does this new chapter mean for the wider Palma Pictures team?

Paul> This next chapter is about clarity and alignment, operationally connecting our teams and territories more effectively, and culturally reinforcing our collaborative, people-first approach as we grow. It’s less of a shift in direction and more of a clearer expression of how we already work. We’re seeing clients involve us earlier, with greater demand for local insight, flexibility, and practical input from the outset rather than just execution, which plays directly to our strengths. The refreshed brand and website reflect that thinking. It’s more open, more editorial, and easier to navigate, giving a clearer sense of Palma Pictures’ scale while staying grounded in the craft and people behind the work. As we continue to scale across Spain and Portugal, the focus is on consistency, ensuring a seamless experience across all regions, supported by our strong local teams and relationships, while maintaining the level of care and attention to detail we’re known for.

Miquel> At Palma Pictures, we combine trusted tools with newer technologies, while embedding sustainability into the process - prioritising LED, low consumption power and smarter planning from the outset. Our studio and on-location capabilities are set up to enable quicker pre-lighting, more streamlined crews and a more comfortable working environment, allowing clients to move at a pace that maintains the level of craft and control they expect.

LBB> Looking ahead, how do you see Palma Pictures’ role evolving - and what are you most excited about?

Lise> Spain and Portugal are only becoming stronger global production hubs. Clients are becoming more open to hybrid models, collaborating and co-designing solutions and the appetite for high quality content is back. Palma Pictures’ role in this next wave is clearer than ever. We’re here to be the partner you want by your side, not quietly in the background. We’re here to collaborate and help shape, streamline, elevate and problem-solve in ways that feel human and creatively-led. We’re not trying to become something new, we’re simply expressing what we have been building quietly for years. And that’s what’s really exciting. We get to bring 30 years of trust, craft and experience into a totally modern production landscape.