The Geometry of Influence

Location: EU Quarter, Brussels, Belgium | Client: AXIS Advisors | Completion: 2026

The Geometry of Influence

From Strategy to Visual Identity

Can a unique visual identity for a new international brand be created in just fourteen days? For the launch of Axis Advisors in Brussels, I answered this question with a resounding “YES.” No conventional documentary-style photography, no generic stock images—instead, a distinctive, strategically conceived visual identity for a public affairs consultancy in the political heart of Europe. In about twenty-four hours of on-site production, a pool of one hundred images was created, from which ten final key images were curated for AXIS’s brand identity. The result demonstrates how intensive preparation, close coordination, and flexible execution can give rise to a precise visual identity—even under conditions that at first glance seem nearly impossible. In the following interview, I provide insight into my working method:

Charlemagne Building and LEX Building, Rue de la Loi, Brussels | Hasselblad X2D II & XCD 35-100E @ 100mm | 1/90s, f/8, ISO 200

Is it really possible to create a custom visual identity for a new international brand—from the initial idea to the final selection—in just 14 days?

At first glance, that hardly sounds realistic. A new brand doesn’t just need beautiful images; it needs a visual language that captures its essence. The Axis project involved strategic public affairs consulting in Brussels’ European Quarter—an environment where political decisions, economic interests, and international dynamics converge. The challenge was to develop a visual identity in a very short time—one that didn’t look like traditional architectural photography and didn’t resort to generic EU imagery. Within 14 days, I developed the concept, reviewed the locations and legal framework, planned the production, and spent about 24 hours photographing in Brussels. This resulted in a pool of over 100 images, from which we selected ten final key images for the launch. The success of this project was due to a combination of very precise preparation, close coordination with AXIS, and the ability to react flexibly on-site to weather, lighting, and actual conditions.

Charlemagne Building and LEX Building, EU Quarter, Brussels

Paul Henri Spaak Building, EU Quarter, Brussels

Charlemagne Building, EU Quarter, Brussels

Berlaymont Building / European Commission

Altiero Spinelli Building, EU Quarter, Brussels

"Stepping Forward" Statue by Hanneke Beaumont, EU Quarter, Brussels

Berlaymont / European Commission, EU Quarter, Brussels

The Charlemagne Building in the EU Quarter in Brussels at night

How did the relationship with Axis begin, and why was the customer's understanding so important?

The connection was made through Sebastian Vos, CEO and Managing Partner of AXIS. He had previously participated in several of my photography mentoring programs. As a result, we already shared a common understanding of photography. This was crucial for this project because the client has a genuine appreciation for image quality. AXIS didn’t just want to buy images to fill a website. They wanted a visual counterpart to the content they produce. This shared understanding made it possible to make very clear decisions very quickly, without lengthy back-and-forth. And that’s invaluable when working with such a tight timeline.

Final Website Design by AXIS Advisors

How did you develop a concrete visual language based on this concept?

The starting point was not the building itself, but AXIS’s own design: the curved line of the “X,” the dark blue, and the clean typography. This led to two very specific outcomes: wide formats with an aspect ratio of 1:2 and deliberately planned negative space, ensuring that typography and navigation naturally find their place on the website. Architecture is not interpreted here as an object, but as graphic material. Lines, surfaces, and grids. To achieve this level of expression, I deliberately worked with blur, intentional camera movement, and long exposures, inspired by photographic approaches I’ve been exploring for years. This does not result in arbitrariness, but rather in a sense of density. Moving away from mere representation toward an interpretation that aligns with AXIS’s role. The technical decision to use a Hasselblad X2D II medium-format camera was directly related to this: high dynamic range, subtle tonal gradations, and the ability to consistently utilize subjects—both in their entirety and as details—for both large-format prints and digital applications.

The Charlemagne Building with stars in the night sky, Rue de la Loi, Brussels | Hasselblad X2D II & XCD 28P | 100s, f/8, ISO 800

What did this collaboration look like in practice in Brussels?

For me, precise planning is not at odds with flexibility—it’s a prerequisite for it. The selection of buildings, angles, and sun positions, as well as the appropriate shooting techniques, were clearly planned in advance. This allowed me to react quickly to changing conditions on site while always ensuring a consistent visual language. When the weather changed, it wasn’t a problem. We simply changed locations and worked with different perspectives. During production, the client added an additional thematic focus: in addition to EU architecture, the topic of sustainability was to be incorporated—not in a heavy-handed way, but seamlessly integrated into the existing visual language. I responded to this request by incorporating natural elements such as plants, light reflections, and organic structures into the compositions through reflections, overlays, and carefully selected framing. This created an additional layer of meaning that alludes to the theme of sustainability without straying from the minimalist, strategic visual language.

Online image selection for viewing, tagging, and commenting from anywhere

How exactly did this close collaboration work in such a short period of time?

The key was to eliminate unnecessary friction. Instead of long email chains, we communicated directly via WhatsApp and short phone calls. I continuously shared sample designs, ideas, and selection processes, and AXIS made decisions very clearly and quickly. Precisely because several founders were involved, this rapid consolidation of feedback was crucial. This allowed us not only to finalize the concept in a very short time, but also to produce images whose layout perfectly matched AXIS’s new website. A key component was the online image pool. Through an online gallery, everyone involved could view, flag, and comment on images from anywhere, without version confusion or misunderstandings. We made a preliminary selection as early as the first afternoon of production so that we could specifically add any missing shots as the shoot progressed. In addition, I used sample layout overlays of the website to show the client directly how the images and typography might interact later on. This made decision-making easier and gave everyone a clear picture of the final product. The final selection could then be easily shared with the web developer, the print shop, and other partners. This not only increased efficiency but also built trust, because the photo production process remained transparent and traceable at all times.

Altiero Spinelli Building, Brussels | Hasselblad X2D II & XCD 35-100E @ 100mm | 1/180s, f/8, ISO 200

All things considered, what do you personally take away from this project?

For me, the photo shoot with AXIS was very exciting because it clearly demonstrated that architectural photography goes beyond mere documentation. This project isn’t about depicting buildings; rather, it’s about developing a visual language that brings a corporate identity to life. In this case, it’s a consulting brand that operates in a complex political environment and provides guidance within it. The fast pace of the project was not only a challenge but also proof that, with clarity in the process and genuine trust on both sides, it’s possible to achieve tailored results very quickly. For me, this project reaffirms the idea of viewing photography as a strategic tool, not merely as illustration.

The Customer Perspective

Fourteen days isn't much time if the images are to become a defining part of a new brand. For Sebastian Vos, CEO and Managing Partner of AXIS Advisors, this meant, above all, being able to quickly place his trust in the right photographer. How did he experience the collaboration from the client's perspective?

1. Why did you decide to create a unique visual style for AXIS instead of relying on traditional corporate or stock photography?

Sebastian: We wanted photography to be an integral part of AXIS’s visual identity—distinctive, original, and aesthetically sophisticated, yet at the same time a reflection of our view of the world. AXIS is about looking beyond the obvious, understanding the big picture, and recognizing details and connections that others might overlook.

Brussels and the European institutions are at the heart of our work. That’s why we wanted to portray them in a way that is surprising, fascinating, and unmistakably our own. We were determined to avoid the conventional corporate and stock photography that you see at many consulting and professional services firms. Instead, we sought out images with a unique perspective that would give our clients and other stakeholders a fresh look at the world in which AXIS operates.

"Stepping Forward" Statue (Hanneke Beaumont), Brussels | Hasselblad X2D II & XCD 35-100E @ 35mm | 1/60s, f/11, ISO 200

2. The project had a tight deadline and was strategically important for the launch of Axis. Why did you choose me as your photography partner?

Sebastian: I was already familiar with your work through the Hasselblad Masters and had been following your photography for some time. I was particularly drawn to your distinctive perspectives and your ability to discover unexpected angles, details, and new dimensions in familiar settings.

That fit very well with AXIS for me. We wanted to showcase Brussels and the European institutions—a world that’s very familiar to us—in a new and visually captivating way. I felt that you were exactly the right photographer for the job.

Paul Henri Spaak Building, Brussels | Hasselblad X2D II & XCD 28P | 3.2s, f/25, ISO 200

3. What stands out most to you about our collaboration, especially given the very short timeframe from the initial idea to the final images?

Sebastian: I really enjoyed working with you. You were extremely responsive, creative, and pragmatic, and despite your very busy schedule, you were able to come to Brussels on relatively short notice.

I was particularly impressed by how quickly we moved from the initial idea to the final result. In no time at all, we had discussed the briefing, prepared for production, taken the photos, and finally compiled a selection of very beautiful images. Given the importance of the AXIS launch and the tight timeline, this combination of creativity, flexibility, and responsiveness was exceptionally valuable to us.

The photographs were an important part of our launch on September 1, and it was a real pleasure to see how quickly our entire collaboration with you came together to produce such a cohesive result.