- To produce authentic, emotive photographs that speak to the heart.
- To highlight the extraordinary care healthcare practitioners provide their clients.
- To illustrate, with heart, social service programs that serve society’s underserved.
- To celebrate “excellence” as embodied by passionate professionals who dedicate their lives to making a difference.
- To celebrate the grace and triumphant spirit of individuals who strive against great odds.
- To infuse life into the art director’s concept in an efficient, organized, and timely manner.