Ethics & Governance
This page features the full Salt + Noelle Charter. Here you’ll find a detailed look at our mission, ethical framework, and operational standards.
We share this for partners, collaborators, and anyone interested in the principles and practices that guide our work, both in the field and behind the scenes.Charter at a Glance
This document outlines the governing principles of Salt + Noelle, LLC. Our core mission is to meticulously document the places where people and wildlife meet and connect people with the ocean through authentic stories and images that inspire care, action, and a sense of belonging.
Salt + Noelle operates on a Three Pillar model:
The Creative Studio: Original storytelling
The Coastal Shop: B2C revenue and mission funding
The Strategic Consultancy: B2B conservation and marketing services
All activities are governed by the Ethical Constitution (Article II), founded on the primary mandate of our Admire from Afar™ ethos and a Genuine Storytelling policy, ensuring all visuals are captured in the field and not 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.
No Baiting or Staging
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 sharing wildlife locations is a sensitive issue. Rather than secrecy, we believe in proactive, responsible guidance - directing people to established viewing areas and away from sensitive habitats. By providing clear recommendations, we encourage thoughtful, low-impact experiences.
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 remain attentive to the needs of animals, coastal species, and the areas they call home. If we encounter sick, injured, or stranded creatures, we promptly notify the proper authorities and encourage others to do the same, supporting the broader conservation community.
Organizational Charter
Preamble: Enshrinement of Purpose
Salt + Noelle, LLC is a coastal wildlife photography and storytelling studio founded by Alexis Noelle, based dockside in Channel Islands Harbor, California. This Charter establishes the governing principles, operational structure, and ethical constitution for the Studio. It serves as the formal constitution and visual outline that operationalizes our mission, providing the framework for all activities.
Mission:
To meticulously document and explore the places where people and wildlife meet, sharing authentic stories and images 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 perpetual and verifiable alignment with this core mission.
Article I: The Guiding Mandate - Our Admire from Afar™ Ethos
Our Admire from Afar™ ethos is the primary, non-negotiable mandate guiding all creative and fieldwork activities at Salt + Noelle. Developed by our founder, this original 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, demonstrable 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 the intimate portraits featured in our gallery while always maintaining a considerate and respectful distance. Our investment in specialized equipment sets a high ethical and technical 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 or unavoidable encounters. While our standard practice is to proactively maintain distance, wildlife is inherently unpredictable. If, for example, 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. This guarantees our presence does not alter its natural behavior or cause distress. 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.
Article II: The Ethical Constitution
2.1 Governance by Ethics
All operations are governed by six principles, binding on all founders, employees, and subcontractors.
2.2 The Six Principles of Conduct
(a) Admire from Afar: The primary mandate of non-disturbance, as defined in Article I.
(b) No Baiting or Staging: Never bait, call, or manipulate wildlife; all images are created through patience and careful observation.
(c) Conscious Sharing: We recognize that in the age of social media, secrecy is not a viable strategy for protecting wildlife locations. People will seek out wildlife regardless. 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. This approach helps protect sensitive, vulnerable habitats by steering public traffic away from them. By providing clear viewing recommendations, we encourage thoughtful, low-impact experiences that benefit wildlife and their environments.
(d) Conservation First: Prioritize the well-being of native species and habitats; adhere to "leave no trace" principles.
(e) Genuine Storytelling: All images and videos are captured in the field and represent real moments. We do not create or publish visuals using artificial intelligence or synthetic generation.
(f) Mindfully Present: Remain attentive to the needs of animals; report sick, injured, or stranded creatures to the proper authorities and support the broader conservation community.
Article III: Organizational Governance and Structure
3.1 Definition of Structure
The Studio’s structure is built on three primary Pillars, creating a synergistic flywheel:
Pillar I: The Creative Studio - Original storytelling & ethical photography
Pillar II: The Coastal Shop - Curated B2C commerce
Pillar III: The Strategic Consultancy - Consulting & conservation services
3.2 The Three Pillars
Each Pillar supports the others, reflecting the founder’s integrated career path and ensuring mission alignment.
Article IV: Directives of The Creative Studio
Capture and share the stories of coastal life in strict accordance with the Ethical Constitution.
Focus on documenting where people and wildlife meet, exploring their coexistence and its impacts.
Publish real wildlife encounters, honest field notes, and immersive photo essays that foster empathy and actionable coexistence.
Article V: Directives of The Coastal Shop
Serve as the commercial engine for funding.
Governed by the Conservation First ethic, guiding product curation and financial planning.
A portion of revenue is donated directly to marine mammal organizations in California.
Article VI: Directives of The Strategic Consultancy
Help mission-driven brands and organizations grow their impact.
Leverage the founder’s expertise in grassroots engagement, digital strategy, and commerce marketing.
Offer strategic consulting, visual storytelling, media licensing, and conservation/scientific partnerships.
Article VII: Stakeholder and Community Compact
Define stakeholders as clients, partners, global audience, local coastal community, and the wildlife/habitats documented.
Operate as an engaged community participant by educating (through in-person events and online resources), protecting (by reporting animals in distress), and inspiring (through honest storytelling).
Article VIII: Governance, Review, and Amendment
This Charter is the foundational, governing document for Salt + Noelle, LLC.
All future business decisions, partnerships, and creative projects are governed by its principles.
The Charter may be amended by the Founder; all amendments must be documented, dated, and communicated to stakeholders.
The Studio will periodically review its impact and alignment, including conservation outcomes, partner feedback, and audience engagement, to maintain accountability.