PhotoAlto was founded in 1994 by two photographers and a graphic designer. As an agency formed by photographers and shaped with an innate respect for the photographer, PhotoAlto soon distinguished itself from other agencies by formulating the unique approach of 1 theme, 1 photographer, 1 CD-ROM. This approach was novel in that it allowed each photographer to express their unique talents and allowed each CD to have a continuity of theme, appearance, and artistic vision. As PhotoAlto continues to grow and evolve, this respect for the work of the photographer is retained and translated to its new virtual CDs and single image series.