Usage & Credits

selection considerations

All imagery used in NWF communications should be evaluated for the following:

• Mission alignment—does this image reflect our values and conservation work?
• Species accuracy—is wildlife depicted accurately and in the appropriate habitat?
• Representation—does the image reflect the diversity of people and communities NWF serves?
• Technical quality—is the image production-ready and properly licensed?

digital asset library

Approved photography is housed in our DAM (Digital Asset Management) system, MediaValet.

Imagery in the DAM has been reviewed for scientific accuracy and licensing compliance. Stock photography may be used when appropriate, but the DAM should remain the primary source for imagery.

science review

Follow the NWF science review and approval process for all imagery featuring wildlife species, habitats, or conservation-related subject matter.

While imagery within the DAM has been independently reviewed for scientific accuracy, final usage and presentation should still be reviewed by the science team to ensure appropriate context, interpretation, and alignment with current conservation guidance.

Photo Credits

Always provide proper attribution for photography, including imagery contributed by NWF members, supporters, staff, partner organizations, and external sources. Set photo credits in Hanken Grotesk Regular, all caps, 7 – 8 pt, in a vertical orientation. Place credits inside or outside the photo, ensuring they are readable and do not distract from the imagery.

PHOTO: NAME OF CONTRIBUTOR