INDIGENOUS VISION

Together with Adobe Stock, we led the creative direction and strategic approach to reimagine how Indigenous peoples are represented within stock imagery. The work centered Indigenous voices and present-day realities, challenging long-standing visual narratives and reshaping how millions of people see and use Indigenous representation.

Challenge

Adobe Stock’s image libraries reflected a broader industry issue: Indigenous peoples were often depicted through offensive, outdated, and stereotypical visuals—reinforcing the harmful idea that Indigenous communities exist only in the past. There was a clear need to address underrepresentation while replacing inaccurate imagery with work that reflected contemporary Indigenous life, culture, and diversity.

Solution

We proactively partnered with cross functional teams to develop a robust strategy and intentional creative direction that redefined Indigenous representation. The result was a thoughtfully curated image collection featuring contemporary Indigenous individuals from multiple tribes and backgrounds, portrayed with authenticity, agency, and nuance.

Beyond the imagery itself, we collaborated closely with Adobe to educate and guide both their internal teams and global audiences. Through social storytelling and cultural context, the initiative energized conversations around responsible representation—transforming Adobe Stock’s platform into a tool for visibility, accuracy, and meaningful change.