See the Full Picture: How CaptureNoire Is Using Visual Equity to Spark Inclusive Innovation in Indiana
Martina Jackson never set out to become a tech founder. In fact, for years, she built a successful career in regulatory affairs and quality assurance within the global life sciences industry. She had stability and impact, but it left her seeking a creative outlet and space for artistry.
“I had a great career, but it did not allow me to empower people and share their brand stories the way I do today,” Jackson admits. “It wasn’t until I started creating—visually, artistically—that I felt like I was making the kind of difference I was meant to make.”
That difference is now taking shape through CaptureNoire, a visual equity platform born from a deceptively simple question: Why don’t our photos tell the whole story, especially for people of color?
The Problem Hidden in Plain Sight
Across corporate marketing departments, nonprofit storytelling efforts, and even family portraits, a common frustration persists: poor lighting, flawed filters, and biased editing tools that distort skin tones—especially for people with darker complexions. It’s more than a cosmetic issue. It’s a barrier to visibility, belonging, and opportunity.
Jackson’s lightbulb moment came from years of firsthand experience in creative spaces. “I kept seeing how Black and Brown people weren’t being captured accurately,” she says. “And even when they were, they weren’t in control of how their stories were told.”
The issue isn’t just human—it’s technological. Early film technology was calibrated using the “Shirley Card,” a photographic standard featuring a white woman with fair skin. For decades, cameras weren’t designed to recognize darker skin tones, and many modern filters and software tools still carry that bias.
“Even now, most filters don’t represent us well,” Jackson explains. “They either wash us out or shadow us. The technology was never built with us in mind.”
A New Lens on Inclusion
With CaptureNoire, Jackson set out to change that by creating more inclusive tools that enable creators to edit and share visuals that authentically reflect their true selves. But the real innovation lies beyond the app. CaptureNoire is also a platform to cultivate community and simultaneously drive economic mobility.
“Indiana talks a lot about talent, about building an innovation economy,” Jackson says. “But if we’re serious about inclusion, we need to support the tools that help people see themselves in that future—literally.”
The creator economy is one of the fastest-growing sectors globally, projected to reach $480 billion by 2027. Yet access to that economy remains unequal. CaptureNoire is creating pathways for diverse artists, entrepreneurs, and everyday users to participate by offering mentorship, campaign opportunities, and tools that don’t require a design degree to use.
“Representation isn’t just who’s in front of the camera—it’s who holds the camera, who edits the final image, who controls the narrative,” says Jackson. “CaptureNoire is helping level that playing field.”
Implications for Indiana Businesses
The implications for Indiana’s business community are far-reaching. CaptureNoire is already preparing enterprise licensing models so companies—from large employers to creative teams housed within nonprofits and startups—can integrate the platform into their workforce tools.
Jackson envisions businesses using CaptureNoire to support internal communications, inclusive storytelling, recruiting campaigns, and even Zoom filters that respectfully reflect the actual diversity of their workforce.
“Photography is one of the most powerful tools in inclusive brand building,” she says. “If your images don’t reflect your values, your culture, or your people, then you’re missing out on a huge opportunity to build connection and trust with a broader audience .”
That gap is something Casey Harrison, a communications strategist, has seen firsthand. “Visual content is always a challenge,” Harrison says. “Even professional photographers don’t always get it right, especially for digital use. A tool like CaptureNoire helps businesses tell better stories, with more authenticity and less friction.”
And better stories lead to stronger brands, deeper trust, and a more engaged workforce.
A Startup Built for Scale—and for Impact
CaptureNoire is currently in beta, with version 1.04 being tested by a diverse group of ambassadors offering real-time feedback. Jackson is using this phase not only to improve the product, but to invite the community into its growth.
“This isn’t just user testing. It’s co-creation,” Jackson says. “We want to build with our users, not just for them.”
With early funding already secured, CaptureNoire is preparing to enter a seed round in the coming months, aiming to scale rapidly while anchoring its operations—and its impact—in Indiana.
“It’s easy to think of innovation as something that happens in Silicon Valley or New York,” Jackson says. “But the Midwest has its own kind of brilliance. I believe Indiana can lead in inclusive innovation if we invest in solutions like this.”
What You Can Do Today
Business leaders looking to back inclusive innovation have a unique opportunity to engage with CaptureNoire early:
- Support the Beta: Invite your teams to test the platform and provide feedback on its features.
- Pilot a License: Explore enterprise use for internal communications, storytelling, or inclusive initiatives.
- Invest in Growth: If you’re an investor or grantmaker focused on equity or innovation, this is a company to watch.
- Elevate Representation: Reassess your brand’s visual assets to ensure they align with your values and reflect your people.
“CaptureNoire is about more than better photos,” Jackson says. “It’s about giving people the tools to be seen—and the power to own their story.”
To learn more or connect with CaptureNoire, visit capturenoire.com or follow @capturenoire on Instagram.
