Admire from Afar
The Salt + Noelle Methodology for Responsible Storytelling
Great storytelling begins with respect.
This page outlines our Admire from Afar™ methodology, the code of conduct that guides every project at Salt + Noelle.
To our clients and community, our stance is simple: We prioritize the subject's well-being above the creative result. Always.
Charter at a Glance
This document defines the heart of Salt + Noelle. Our mission is to document the delicate intersection where people and wildlife meet. We connect people to the ocean through authentic stories that inspire care, action, and a sense of belonging.
Our Three-Part Ecosystem:
The Creative Studio: Original storytelling and photography.
The Coastal Shop: Goods that fund the mission.
The Strategic Consultancy: Helping conservation-minded brands grow.
Every project is guided by our Admire From Afar methodology. We believe in Genuine Storytelling: every image is captured in the wild, respecting the animal’s space, and never created with generative AI.
Our Ethics
We hold ourselves to the highest standards of integrity and public responsibility. Every choice we make, both in the field and behind the scenes, reflects our commitment to protecting nature and honoring the communities we document.
Admire from Afar
We use professional telephoto lenses, teleconverters, and careful cropping to capture detailed images while always keeping a considerate distance from wildlife. By combining this approach with strict adherence to all wildlife viewing guidelines, we ensure animals remain undisturbed and unaware of our presence.
Zero Interference
We never bait, call, or manipulate wildlife. Every image is created through patience, concealment, and observation from a respectful distance. We carefully time our work to align with natural behaviors and seasonal patterns, ensuring animals behave naturally and remain unaffected by our presence.
Conscious Sharing
We recognize that in the age of social media, secrecy is not a viable strategy for protecting wildlife locations. Therefore, we believe the most responsible action is to proactively guide the public. Our policy is to share locations responsibly by directing visitors to established, proper viewing areas.
Conservation First
We prioritize the well-being of native species and the protection of their habitats in all that we do. By following leave no trace principles and carefully planning our activities, we help safeguard these places and their living communities for generations to come.
Genuine Storytelling
We believe in sharing honest narratives. Our photo essays capture real moments as they happened outdoors, preserving the true colors, textures, and atmosphere of each scene. We do not create images or videos with AI; every visual is a genuine record of the natural world.
Mindfully Present
We are first responders, not just observers. We actively report injured or stranded wildlife to the proper networks rather than just documenting the distress. We encourage our community to do the same, turning passive viewing into active stewardship.
Studio Charter
Founding Purpose
Salt + Noelle is a coastal wildlife photography and storytelling studio founded by Alexis Noelle, based dockside in Channel Islands Harbor, California. This document defines our governing principles and operational structure. It serves as the framework that activates our mission, guiding every project we undertake.
Mission:
To meticulously document the places where people and wildlife meet, sharing authentic stories that explore the full scope of this intersection - including impacts from climate change, industry, coastal population, and tourism.
To connect people with the ocean and inspire care, action, and a sense of belonging.
This Charter ensures that every function of the Studio remains in alignment with this core mission.
The Mandate: Our ‘Admire from Afar’ Ethos
The Admire from Afar ethos is the primary, non-negotiable mandate guiding all creative and fieldwork activities at Salt + Noelle. Developed by our founder, this ethical framework goes beyond standard wildlife viewing guidelines to prioritize the well-being of wildlife above all else. It is more than a philosophy; it is a field-tested practice that requires expertise, patience, and an unwavering commitment to non-disturbance.
We put this ethos into action through a deliberate technical approach. We use professional telephoto lenses, teleconverters, and careful cropping. This methodology allows us to capture intimate portraits while always maintaining a respectful distance. Our investment in specialized equipment sets a high ethical standard and provides verifiable proof that our core requirement is met: animals must remain undisturbed and unaware of our presence.
Admire from Afar also guides our conduct during unpredictable encounters. While our standard practice is to proactively maintain distance, wildlife is inherently unpredictable. If a sea lion initiates a close-range encounter, our principle of non-disturbance means we remain still, quiet, and alert. We respect the animal’s space, ensure its path is unobstructed, and wait for it to move on. Exercising this judgment in the field is the true application of our ethos, demonstrating that the animal’s welfare, not getting the shot, is always our highest priority.
Field Protocols: The Six Rules We Live By
All operations are strictly governed by the six principles detailed in the Ethics section above.
The Ecosystem: Three Pillars of Impact
Each Pillar supports the others, reflecting the founder’s integrated career path and ensuring mission alignment.
Pillar I: The Creative Studio (Storytelling) Captures and shares the stories of coastal life in strict accordance with this Charter. Focuses on documenting where people and wildlife meet, exploring their coexistence. Publishes real wildlife encounters, honest field notes, and immersive photo essays that foster empathy.
Pillar II: The Coastal Shop (Funding) Serves as the commercial engine for funding. Governed by the "Conservation First" ethic, which guides product curation and financial planning. A portion of revenue is donated directly to marine mammal organizations in California.
Pillar III: The Strategic Consultancy (Impact) Helps mission-driven brands grow their impact. Leverages the founder’s expertise in grassroots engagement, digital strategy, and commerce marketing. Offers strategic consulting, visual storytelling, media licensing, and conservation partnerships.
The Community Compact: Our Promise to You
Who We Serve
Our community extends far beyond our client list. We answer to our partners, our local coastal neighbors, and the wildlife and habitats we document.
How We Engage
We do not just watch. We participate.
We Educate: Through in-person events and open resources.
We Protect: By acting as first responders for animals in distress rather than standing by.
We Inspire: By telling honest stories that drive connection instead of just engagement.
Accountability & Future Review
A Living Document
This Charter is the foundation of Salt + Noelle. It governs every decision we make from the clients we accept to the content we create.
Evolving with Science
Conservation is not static and neither are we. As we learn more from biologists and environmental partners, this charter will evolve. We commit to reviewing our impact annually to ensure we are always holding ourselves to the highest standard of care.