Close-up of the tail section of a blue and white commercial aircraft with a logo of a stylized white circle and line, against a clear blue sky.

Case Study: Lufthansa New Livery

Client: Lufthansa
Agency: Martin et Karzcinski
Location: Frankfurt FRA and Munich MUC
Usage: Digital, Print & Press, OOH & Trade

When Lufthansa introduced its new aircraft livery, developed by Martin et Karczinski, I was commissioned to photograph the redesigned identity across eight aircraft types, from the regional CRJ to the Airbus A380. Working in Frankfurt and Munich, I created a cohesive library of aircraft photography designed to introduce the new look to a global audience.

Close-up view of the underside of an Airbus A350 aircraft wing with Lufthansa branding, part of the fuselage and sky with clouds visible in the background.

The Challenge

Close-up of a black vehicle with a white logo and white accents, taken from below against a clear blue sky.

Lufthansa's first major livery redesign in almost 30 years needed imagery that communicated the clarity, precision and timelessness of the new identity. The photographs had to present a consistent visual language across a diverse fleet while expressing the design thinking behind one of aviation's most recognizable brands.

This was more than a documentation exercise. The imagery needed to translate a carefully considered rebrand into a compelling visual story, while working around aircraft movements, operational schedules and the constraints of active international airports.

A close-up view of the cockpit and front section of a white airplane on the tarmac, with visible windows and aircraft markings.
Close-up of an airplane's exterior showing the door, windows, and part of the wing against a blue sky.

The Photography

Drawing on my background in design and architecture, I approached each aircraft as a sculptural object. Graphic compositions, considered angles, negative space and carefully controlled perspectives brought the geometry of the aircraft and the details of the new livery into focus.

From full-aircraft portraits to tighter studies of the crane logo, winglets and fuselage, every image was designed to work as part of a unified visual system. Close coordination with Lufthansa and airport teams allowed me to work efficiently within live operations while maintaining a consistent photographic style.

Top view of a white commercial airplane with multiple windows on the front, positioned on the ground in an airport with beige tiled flooring and yellow markings.

The Marketing Impact

The resulting image library gave Lufthansa a cohesive visual foundation for introducing its new identity across international marketing, advertising, press and corporate communications.

By treating the aircraft as expressions of the brand's design philosophy rather than simply as products, the photography helped translate the rebrand into a recognisable visual language. The images were designed to work consistently across aircraft types and communication channels, supporting the global launch of Lufthansa's new look.

Photo of a Lufthansa airplane on the tarmac at sunset, with the airplane's wing and engine in the foreground and a building and trees in the background.
Close-up of an airplane wing with the flaps extended, white and blue-colored wingtip with shadows cast on a clear sky background.
A white spacecraft with multiple windows and logos, positioned on a concrete surface, viewed from above.
Close-up of a large white airplane parked on an airport tarmac, with the partial logo and registration visible, and yellow markings on the ground.
Top-down view of a large white airplane parked on the tarmac at an airport.
Close-up of an airplane fuselage with the Lufthansa logo against a cloudy sky.
A white Lufthansa airplane parked on the tarmac, visible from above, with its nose and part of the wing in view.
Close-up of a Lufthansa airplane wing and fuselage parked on the tarmac at an airport.
Close-up of a Lufthansa airplane tail with the airline's logo, against a modern glass building and blue sky.
Close-up of an airplane's engine and a blue tail fin with a white logo, parked on an airport tarmac.
Close-up view of a Lufthansa Airbus A330-300 airplane on the tarmac at an airport, showing the front part of the aircraft with the airline's logo and name.
Close-up of the nose section of a Swedish spacecraft, possibly a space capsule, with three windows and a hatch, labeled with the Swedish flag and the text 'star lab'.
Top-down view of an airplane tail with the Lufthansa logo parked on the tarmac.