University Marketing and Communications

Digital Asset Management System

A searchable archive, or digital asset management system (DAM), of university photography from 2012-present is available for students, staff and faculty to use for university-related purposes via the UW-Whitewater Photoshelter library. You will need your Net ID and password to log in. We are uploading new and archived photos continually. For photos taken prior to 2012, please contact Archives, located in Andersen Library ( or ext. 5520). Faculty, staff, students and departments may use any of the images in the library for noncommercial communication pieces about UW-Whitewater. The images are not available for generic use unrelated to UW-Whitewater. 

Once logged in, you can browse collections or search by keyword. Collections are organized by academic year and subdivided into galleries: Athletics, General Campus, College of Arts and Communication, College of Business and Economics, College of Education and Professional Studies, College of Letters and Sciences, College of Integrated Studies and Graduate Studies and Continuing Education . Photos taken in the summer months (June, July, August) are included in the previous academic year's gallery. For example, photos taken in July 2016 will be in the 2015-2016 gallery. 

All photos are tagged by season.
Spring: March, April, May
Summer: June, July, August
Fall: September, October, November
Winter: December, January, February 

Where applicable, all photos are tagged with a building, playing field or gymnasium name. A list of common tags can be found  here. The name of the file, photo caption and all IPTC metadata is searchable. For help using Photoshelter, please click the links below.

If you have questions about Photoshelter, please contact UMC at

Photography Usage
Technology has made it easy to manipulate photographs. While removing, adding or altering elements in a photo may seem harmless, changing the contextual meaning of a photo jeopardizes the readers' trust. A photo must be perceived as an accurate record. Therefore, the following are the University Marketing and Communications guidelines related to the use of photographs.

  • Content of photos may not be digitally altered in any way. A photo's content-adding, deleting or changing any element, no matter how insignificant-is strictly prohibited.
  • Minimal cropping and toning of photos for design and reproduction purposes may be acceptable (see Acceptable practices below), but altering the content of a photo with a crop or any other device is strictly prohibited. Consideration should be given to the aesthetics and the artistic integrity of the photographs. Most of the photographs in the archive are cropped and toned the way the photographers intended.
  • A photo must be credited if used in social media posts or any print materials that are salable or not intended for recruitment. The specific credit is embedded in each digital photo file and can be viewed in Photoshelter by selecting the photo and reviewing the IPTC Metadata.
    • Credit line for photos: UW-Whitewater Photo/Name of photographer 

If you have a question about these guidelines, please contact University Marketing and Communications. The following information provides more specific guidelines about acceptable and unacceptable use of photographs. 


  • Electronic equivalents of established practices for traditional darkroom printing methods-dodging, burning, toning and cropping, for example-as long as the content and meaning aren't changed.
  • Color and tonal correction to ensure accurate reproduction of the original photograph.
  • Technical touch-up of photographs for the purpose of color-balancing or removal of flaws (dust spots, scratches, digital noise, etc.) to achieve better reproduction.
  • Routine cropping is not considered to be an alteration. However, there is a possibility of changing reader perception with creative cropping. The cropped photo must be true to the intent of the original.
  • Conversion of a color image to black and white. 


  • Content alteration of any kind: moving, adding, combining, stretching, flipping, shrinking, etc.
  • Misrepresenting a created/staged scene as a "found" moment.
  • If a caption is needed to eliminate confusion regarding context, do not use the photo. 

Copyrighted materials cannot be altered without written permission of the copyright holder (generally the creator or source of the original photo). Photographs (images taken by University Marketing and Communications staff and those from freelancers) should be considered copyrighted materials. Photographs supplied to University Marketing and Communications from other UW-Whitewater offices or from non-university entities cannot be altered without written permission from the copyright holder, even if the image belongs to UW-Whitewater. 

If you have any questions, please contact  University Marketing and Communications