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 undertook an ambitious airline rebrand by design agency Martin et Karzcinski, I was selected as the photographer to unveil the new livery to the world. I was responsible for capturing every aircraft type in the refreshed brand identity, from the smallest CRJ to the flagship Airbus A380, photographed in both Frankfurt (FRA) and Munich (MUC) airports. The assignment required precision, coordination with airport operations, and the ability to visually define a brand seen by millions of passengers worldwide. My images became the official face of Lufthansa’s new global identity, used across the airline’s marketing, press, and international communications.

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 Brief

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

  • Showcase the new Lufthansa livery across key aircraft types.

  • Ensure a consistent and cohesive photographic style throughout the shoot.

  • Align the illustrative style and concept with the new Lufthansa corporate design.

  • Convey the clarity, precision, and timelessness of the new livery through the imagery.

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.

My Approach

  • My background in design and architecture shapes my minimalist, design-conscious compositions.

  • I approach aviation photography by treating aircraft as sculptural objects, focusing on form, lines, and negative space rather than simply documenting flight.

  • I use clean environments and unusual vantage points to highlight the structural and aesthetic qualities of each aircraft.

  • I’m drawn to details that are often overlooked—rivets, flaps, textures, landing gear—and use long telephoto lenses to capture these intricacies up close.

  • nlike traditional aviation photography centered on action or drama, I aim for a restrained, elegant visual style that conveys stillness and balance.

  • My work bridges aviation, art, and lifestyle.

  • I want my images to present aircraft as both engineering marvels and modern sculptures, where design and composition take center stage.

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 Result

  • A close collaboration with Lufthansa’s Brand Creative Director and Manager Brand

  • A cohesive body of visually precise, graphic imagery that defined the public launch of Lufthansa’s new livery

  • Photographs that became the cornerstone of the airline’s global visual identity during the rebrand rollout

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.
Passengers' luggage being loaded onto a Virgin Atlantic airplane at an airport, with ground crew and equipment nearby under a partly cloudy sky.

Case Study: Virgin Atlantic Cargo

Client: Virgin Atlantic Cargo
Location: London LHR
Usage: Digital, Print & Press, OOH & Trade
Award: Best Corporate Photography Applied Arts Magazine

As someone deeply fascinated by aviation operations, being commissioned by Virgin Atlantic Cargo to document their end-to-end logistics at London Heathrow was an exceptional opportunity. I photographed every stage of the cargo journey — from warehouse processing, sorting, and palletization to airside delivery and aircraft loading. The initial brief called for 30 final images, but the results exceeded the client’s expectations so significantly that they expanded the delivery to 110 images. This project later won the Best Corporate Photography Award in Applied Arts Magazine, providing third-party recognition of both the quality and impact of the work.

Overhead view of an airplane in the jet bridge, with an open door on the left side, connected to a jetway on the right, and yellow and black markings on the ground indicating parking positions.

The Brief

  • Document the Virgin Atlantic Cargo operations at the Cargo Warehouse,

  • Highlight efficiency, professionalism, and scale of operations.

  • Capture dynamic action, wide-angle views, and close-up details that show movement, teamwork, and the scale of Virgin Atlantic’s cargo operations. Ensure Virgin Atlantic branding is clearly visible by incorporating aircraft livery, uniforms, and signage naturally into the compositions.

Warehouse shelf stocked with labeled boxes containing hazardous materials, including flammable liquids and toxic substances, separated by warning symbols and labels.
Inside a large warehouse with multiple shelves holding packages and boxes, some wrapped in netting, and a yellow overhead crane used for lifting large freight.

My Approach

  • Project Focus: Cargo Operations Storytelling

    • Capture the full journey of packages: wrapping, assembly, truck loading, airport handling, aircraft loading.

    • Present a clear, cohesive narrative showcasing workflow, scale, and precision.

    Brand Integration: Virgin Atlantic

    • Make Virgin Atlantic branding visible whenever possible (aircraft, uniforms, equipment, signage).

    • Maintain a clean, premium, modern look aligned with the brand.

    Creative Direction: Framing & Composition

    • Use strong graphic framing: bold shapes, lines, and structured compositions.

    • Emphasize depth, scale, and movement for visual impact.

    Unique Perspectives

    • Prioritize uncommon angles, especially elevated or top-down views.

    • Reveal patterns, geometry, and operational choreography not usually seen by the public.

    • Highlight both macro (overall workflow) and micro (detail) moments.

Two warehouse workers in yellow safety vests working on a control panel in a large industrial warehouse with shelves and pallets in the background.

The Result

  • A concise and brand forward series showcasing the people and processes behind the Virgin Atlantic Cargo Operations.

  • Exceeded client expectations. The original contract was for 30 images, and after reviewing the photos, the client asked for 110.

  • This project was awarded the “Best Corporate Photography” Award by Applied Arts Magazine.

An airplane at an airport with luggage and cargo being loaded. The airplane has the Virgin logo on the tail, and workers are managing the loading process on the tarmac.
Part of a Virgin Atlantic airplane on the tarmac at an airport, including a red tail fin with the Virgin logo visible. Several luggage carts loaded with luggage are nearby, and airport staff are seen in safety vests near the luggage area.
Multiple Virgin Airlines airplanes parked at an airport, with ground service vehicles and stairs nearby, under a clear blue sky.
Top-down view of an airplane parked at a gate, with loading equipment and yellow marked lines on the concrete ground.
A person in sunglasses and a yellow safety vest inspecting an airplane engine during daytime.
Group of aviation workers in safety vests discussing near an airplane's nose, with equipment and airport background visible.
Airport tarmac with luggage carts, trucks, and personnel during daytime.
Interior of a large warehouse or distribution center with organized shelves and packages, conveyor belts, and industrial equipment.
Cargo containers on blue storage racks at an airport, with a white truck partially visible on the right side.
A large warehouse with an automated conveyor system transporting various shipping containers and packages, some with the Virgin Atlantic logo, and a yellow overhead crane lifting a white container.
A man wearing a yellow safety vest and a black watch operating a control panel at an industrial facility or warehouse with metal shelving and equipment in the background.
Warehouse aisle with high shelves stocked with boxes and pallets, a forklift and a person in safety gear operating it, with motion blur indicating movement.