Tucked up high on the Devenish building’s second floor, sits a beautiful white-walled office brimming with creative spark. Home to UPPERCASE (908 17th Ave S.W.), an independent YYC publisher, this bright and beautiful workspace finds inspiration in all things imagined and created. Living up to its broad and eclectic theme, UPPERCASE is filled with content inspired by art, design, illustration, typography, craft and creative living.
Publisher, editor and designer of UPPERCASE, Janine Vangool, began as a graphic designer for clients in the arts and culture sector, and founded UPPERCASE as a gallery, books and papergoods shop in 2005. Four years later, Janine launched the eponymous magazine and closed the retail location, to focus her creative energy on publishing.
Though her business began locally, today UPPERCASE’s readership and content is international, with just over 5,000 subscribers worldwide. Despite its growth, UPPERCASE keeps its origins close to home – with Janine at the helm, her husband who handles customer service, and their little boy Finley, who keeps a close eye on quality control and daily creations.
Janine looks forward to a long, inspired stay in the heritage-protected Devenish building on 17th Ave. Full of charm and character, there could be no better home for this positive and playful publication. The magazine’s tagline is “for the creative and curious”.
“UPPERCASE is inclusive of all levels of creative pursuit whether you’re a hobbyist, professional or just someone who appreciates handmade and beautiful things.”
(Which, it should be mentioned, fills the shelves of her studio – from prints, to typewriters, to trinkets and bunting.) These bright four walls are a veritable mecca of treasure finding and collecting, vintage ephemera, and design excellence.
For Janine a perfect day on the Ave involves plenty of work in the studio, sending a new issue to print, browsing the magazines at Daily Globe and finishing the day off on Cibo’s patio with friends and family. And what better reason to celebrate than UPPERCASE’s most recent milestone – the wrap of the 30th issue of this little indie magazine. Available in July, folks can subscribe online and use the code “summer30” for $15 off a subscription or renewal. Also in the wings, we eagerly anticipate the UPPERCASE Encyclopedia of Inspiration, a series of books released in whimsical order about vintage feed sacks, botany and embroidery.
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