PINES & PALM TREES · PERSONAL BRAND · 2026
Services
Personal branding
Visual concept
Photography brief
Brand
PINES & PALM TREES
Project
Self-initiated personal brand project
Brand idea and brief
Justus Rehn
Shoot concept and photography
Severin Schweiger
Year
2026
The challenge
PINES & PALM TREES needed photographs that would reveal the person behind the limited-edition aerial work while keeping the work itself at the centre. Focus, care and an intentional approach to materials had to become visible.
The challenge was to build familiarity and trust without turning the series into a staged performance. The person would belong in the picture without becoming its only subject.
The approach
A detailed photography brief translated the brand’s values into decisions about subjects, perspective, light and intended use. Its guiding principle was simple: the work comes first.
Three image families gave the series a clear structure: pared-back portraits for recognition, observed working scenes for presence and atmosphere, and details of prints, hands and materials for craftsmanship. The drone was treated as a working tool rather than a technical statement.
From this direction, Severin developed the shoot concept and its photographic execution. His idea for the portraits was to create a series at a shared height, conceived as an artwork in its own right.
Four portraits, one shared height. Severin’s idea was to create a coherent series that could stand as an artwork in its own right. Building on my brand direction and brief, he developed the shoot concept and the photographs.
© Severin Schweiger
The person provides a sense of scale for the work. A restrained composition gives the photograph, its material and its format room to speak for themselves.
© Severin Schweiger
Hands, paper and the act of signing make the care behind the work tangible. These photographs do not need a demonstrative pose. A specific working moment connects the photographer with the finished print.
© Severin Schweiger
Preparing the drone reveals part of the process behind the aerial photographs. Attention stays on the focused activity rather than technology for its own sake.
© DAS KRAFTBILD
Severin Schweiger is a photographer and co-founder of DAS KRAFTBILD. Building on my brand direction and brief, he developed the shoot concept and photographed the series. The idea of presenting the portraits at the same height as a work in their own right was also his.
The outcome
The selected photographs combine direct portraits, focused working scenes and details of the print-making process. Black and white, quiet compositions and attention to the task connect the different subjects.
The photographs create a consistent brand world across the website and social media. They show more than the photography: they reveal the person behind it, his perspective and the way he works. This connects the photographic work with a personal story.
“Working with Justus meant working with someone who had a clear vision and a strong sense of design. Together, we translated his ideas into a shoot concept that connects the person, his way of working and his photography.”
