Communicating your brand’s emotion, mission, and vision through stock photography can be challenging. We’ve found ways that you can deliver a rich brand experience. Here are our tips and resources for curating a diverse collection of authentic, inclusive images that represent a variety of voices.

1. Representation matters

Imagery that reflects a vast variety of people—inclusive of race, disability, and gender— makes it possible to communicate brand values.

Our Experience with Sullivan Training Network

The Sullivan Training Network trains poor and justice-involved people for in-demand, living wage careers and connects employers to a reliable workforce so their businesses thrive. Germinate reached out to their affiliate organizations to review their photos, ultimately selecting images focused on some of STN’s main training areas, including hospitality, construction, and tech—visually telling the stories of real people and how they interact with the Network’s programs.

2. Avoid Stereotypes

Carefully choose stock photos that avoid false narratives or are sensational.

Our Experience with United Way Worldwide Center to Combat Human Trafficking

In an anti-trafficking world, stereotypical photos often create a false narrative or reignite trauma for survivors. Knowing these types of photos carry a lot of weight and meaning, Germinate collaborated with the Center to curate appropriate images that are neither sensational nor disturbing. 

3. Find the right places for good photos

Use search terms that prioritize diversity in order to locate stock photos with a variety of folks.

• Be specific. The more specific the search terms (“Asian woman in a wheelchair”), the better the images you will find. Try using different physical or mental abilities as search terms, as well as a variety of races, ethnicities, and genders. We all look different — let’s celebrate it!
• Evaluate who is/who is not represented. Pay attention to who the main and supporting people are in your images and make an effort to be intentionally inclusive with the photos you select. Ask yourself, “Is anyone missing?”
• Take your time, and ask someone else for theirs. It can be more time-consuming to find inclusive stock photos, but the effort makes your design more interesting and engaging. Once you narrow down the choices, ask someone who is different from you to provide feedback. 

If you’re ready to find great imagery for your brand, we havy a bevy of inclusive stock photo sites to share:

TONL

Came across TONL when working as lead designer on the Reclaiming Native Truth project with Metropolitan Group. Their database is beyond amazing. There is a rich diversity and a lot of content to choose from. Their pricing models are also pretty good. You will have to register to get access and purchase.

Jopwell

Jopwell is a POC recruiting website and has recently updated their free stock photo repository with an intern edition. We used them for our work with Mac’s List, since they had a lot of great photos of people working together in an office setting.

Gender Spectrum Collection

Images of trans and non-binary models that, according to the site, “go beyond the clichés of putting on makeup and holding trans flags.” It is the first database of its kind, and, while stock photos might seem like the stuff of goofy memes, it actually represents a historic step forward for queer representation in media.

Create Her Stock

Founder Neosha Gardner says it perfectly on the Create Her Stock about page “We are a grassroots resource and digital ‘pantry’ for stock imagery that can be used for lifestyle, business, and everyday content creation for bloggers, creatives, and growing influencers. If you’re looking to search through thousands upon thousands of images, this may not be for you – but if you appreciate having a resource that keeps it direct and straight to the point – we got you covered. Who has time to search through a bazillion pages of photos anyway, right?” Right!

Disabled And Here Collection

Just found out about Disabled And Here Collection and I’m so excited!!!! The Disabled And Here collection is a true celebration of disabled BIPOC in the Pacific Northwest—although you can use these photos anywhere. This collection is a disability-led effort to provide free and inclusive stock photos featuring disabled BIPOC (Black, Indigenous, People of Color). I’m going to use every single photo here whenever I can. And! I love the interviews with the models. Real people, y’all. Talk about authenticity.

black illustrations

So jazzed to find black illustrations, a stock illustration site focused on Black people. There are nearly 20 categories to browse, and they also sell illustration packs — including super cool 3D and icon packs for a different look and feel. Be sure to check this one out if you’re looking for something beyond photos. 

AllGo

Free size-inclusive stock photos are the name of the game at AllGo. This was another recommendation from a colleague, and I’ve been exploring this site for clients who are looking for stock images of people with diverse body types. They also happen to be based locally here in Portland!

Pexels

Pexels is an amazing resource. While it has the traditional look and feel of your big stock photo sites (and is easy to navigate, too), what sets it apart is the volume of diverse and inclusive photos it offers. As a bonus, Pexels also includes videos — and all assets are completely free to use.

WOCINTECH 

Women of Color in Tech (WOCINTECH) is part of an initiative to shed light on the women of color who are working in technology. As such, these photos are ultra authentic representations of these individuals in their real work environments. If you’re looking for stock photos for your tech or STEM projects, be sure to browse this site for diverse images.

Picnoi

Picnoi is a little gem I discovered while searching for diverse stock images. This is a free collection of photos featuring Black people in various settings, and they do not require accreditation—but I say let’s give it to them, anyway, for putting this great repository together.

The Disability Collection 

The Disability Collection was recommended to me by a colleague, and I couldn’t be more excited to share this fantastic resource of diverse disability stock images. The photos are truly authentic, and I can easily see including these in my future projects. 

POCStock

POCStock is a stock media platform providing high-quality photos, videos, and illustrations featuring people of color. It serves various clients, including corporate brands, ad agencies, press and media outlets, and businesses, offering custom subscription plans, team access, and content creation services. POCStock also facilitates custom photo and video shoots through its global network of creators, ensuring diverse representation both in front of and behind the camera.

Macro

Macro was created with a mission to empower and ensure more marginalized artists are afforded the same opportunities as others. It is a collection of CC licensed collection of inclusive stock images and videos made exclusively by BIPOC creators.

Disability:IN

Disability:IN offers disability-inclusive stock photography to the public. Through this collection, they help corporations and content creators depict people with disabilities in the workplace in an authentic and affirming manner. 

Stocksy

Stocksy is an artist-owned creative media agency specializing in relevant and progressive visuals. We are a cooperative of creatives leveling up industry standards through an intentionally curated collection, platform, and community.

Being able to find the right imagery with your message in mind can be tricky, but I’m here to help.