Brand Tone

Authentic, Educational, and Passionate

Brand Values

• •Community
• •Education over Sales
• •Quality and Practicality
• •Transparency
• •Passion for the Craft

Best Practices

• •Always Lead with 'Why': Start with the passion and the purpose behind the product or content. Don't just sell a filter; sell the ability to capture ethereal, misty water. The 'why' is the art and the passion; the 'what' is the tool.
• •Speak from a Personal Perspective: Use 'I' and 'we' to maintain the personal, founder-led voice. Write as Riko Best, the photographer, not as Filterfotograf, the corporation. Share anecdotes, struggles, and discoveries.
• •Prioritize Education in All Copy: Every piece of copy, even for a direct sale, should have an educational element. Explain the technical details in a practical context. How will this specific feature help a photographer solve a real-world problem and create a better image?
• •Embrace the Community's Language: Continue to use the term 'Filterfotograf' as a badge of honor for the community. Acknowledge that the brand's identity is intertwined with its followers. Involve them by asking for opinions and featuring their work.
• •Maintain Transparency: Be honest about product development, stock limitations, or why a particular product is priced the way it is. This builds on the existing foundation of trust and reinforces the brand's authenticity. If a product is for an advanced user, say so clearly.

Social Perception

Filterfotograf is overwhelmingly perceived as a trustworthy and expert source in the German-speaking photography community.

Copy Examples

• •More than just glass. This is the filter born from countless sunrises and a relentless pursuit of the perfect long exposure. We obsessed over every detail, from color neutrality to durability, so you can focus on what truly matters: your creative vision. Capture the flow of time, not color casts. Because every detail counts.
• •Ready to stop watching tutorials and start creating breathtaking images? Join me on the coast of Madeira. This isn't just a workshop; it's a 7-day immersion into the art of landscape photography. We'll chase the light, master filter techniques, and you'll go home with images you're proud of and knowledge that lasts a lifetime. Spaces are limited because I give every photographer my full attention.
• •Filterfotograf wasn't founded in a boardroom. It was founded on a rocky coastline, with cold hands and a camera. It started when one of you called me the 'Filter Photographer.' I just made it official. My goal is simple: to share the passion and knowledge I've gathered over 20 years, through honest videos, practical tools, and workshops that feel more like an adventure with friends. This is a community built on a shared love for capturing the world.
• •Subject: The one thing that transformed my landscape photos... It wasn't a new camera. It was understanding light and how to control it. In my latest YouTube video, I'm breaking down exactly how to use a graduated ND filter to balance the sky and foreground, even in the trickiest conditions. No secrets, just practical advice you can use on your next shoot. Watch it here.
• •Tired of your long exposures looking washed out? Confused by GND, ND, and CPL filters? My book 'Filterfotograf' cuts through the noise. I've poured years of practical, in-the-field experience into 164 pages of straightforward guides and inspiring examples. It's the book I wish I had when I started. Get your copy and start mastering filter photography today.