We are driven by the belief that the art world should reflect the diversity of the human experience. By actively seeking out and championing LGBTQIA+, female, and global majority photographers, we create a space where all voices are recognised and celebrated.

Our brand thrives on collaboration. We collaborate not just with photographers, but also with our audience, creating a vibrant community that nurtures talent, shares insights, and supports one another. We believe in the power of collective creativity to drive positive change.

The heart of our brand is storytelling.

We are driven by the desire to unveil the stories behind every image. By preserving the intent and emotions of the photographer, we create a platform where each photograph becomes a gateway to understanding the world through various lenses.

Our purpose is to uplift photographers who have traditionally been marginalised. By providing them with a platform to showcase their work, we empower these artists to tell their stories in their own authentic way, leading to broader cultural conversation.

We are motivated by the idea that art is a universal language that transcends borders, and as such shouldn’t just be accessible to the economic elite. Through our events and publications, we aim to foster a cultural exchange between groups from all backgrounds, cultivating a sense of unity and empathy.

We are driven by the potential of art to drive social change. By supporting diverse photographers at the start of their careers, collectors, businesses, and galleries are investing in a more democratic and fair art market in the future.

Our brand thrives on the pursuit of knowledge and growth. We are motivated to continuously learn, adapt, and innovate to stay at the forefront of artistic expression and create lasting value for both artists and enthusiasts.

Our brand is committed to redefining the way art is appreciated. We strive to create an environment where every individual, regardless of their background, can engage with photography on a personal and emotional level, encouraging a renewed appreciation for the power of visual storytelling.

Financial support from collectors drives the sustainability of diverse artists’ careers, allowing them to continue producing meaningful photography and contributing to the art market’s diversity.