Our Visual Story
Photography is one of the most powerful ways we express the National Wildlife Federation brand. Our images should inspire connection, curiosity, and action by showcasing wildlife, natural landscapes, and the people working to protect them. Every image should feel authentic, hopeful, and rooted in real experiences.
The following attributes define the look and feel of our photography and should guide image selection across all brand communications:
Warm
Use approachable, inviting imagery that reflects empathy, connection, and care for the natural world. Prioritize warm light, natural settings, and genuine expressions over cold or clinical compositions.
Authentic
Prioritize candid moments and natural interactions over staged or overly posed setups. Real stories resonate—let the images reflect them.
Optimistic
Imagery should communicate resilience and momentum. Show wildlife thriving, people engaged, and meaningful conservation impact.
Inclusive
Reflect the diversity of people, communities, and experiences connected to nature.
