Through the use of digital technologies and new media, the Bill Reid Centre for Northwest Coast Studies seeks to (1) encourage community and academic conversations regarding the visual culture of Northwest Coast First Nations, and (2) promote public understanding and respect for the First Nations of the Northwest Coast past and present.

A major activity of the Centre is to document through photographs, drawings and various other media, the depth and richness of Northwest Coast culture in the hundreds of communities in which it was recorded in the past, and where it continues to thrive today.