Brand Tone

inspirational, authentic, appreciative, and community-driven, infused with a sense of thoughtful curiosity and a playful nostalgia. It speaks to its audience with an encouraging and inclusive voice. The language used often emphasizes discovery, creativity, and the tactile experience of print. The tone is consistently reflective of Janine Vangool's personal vision and passion.

Brand Values

• •Creativity & Curiosity
• •Quality & Craftsmanship
• •Community & Inclusivity
• •Inspiration & Education
• •Authenticity & Independence
• •Appreciation for the Tangible & Vintage
• •Mindfulness & Sustainability

Best Practices

• •Prioritize Storytelling: Focus on sharing compelling stories of artists, crafters, and the creative process, rather than just listing features. This aligns with the inspirational and community-oriented tone.
• •Use Appreciative and Evocative Language: Employ words that convey wonder, quality, and a love for aesthetics (e.g., "tactile," "curated," "cherished," "inspire," "unfurl," "whimsical"). Avoid overly technical or dry language.
• •Reflect Curiosity and Exploration: Frame content as an invitation to discover, learn, and engage. Use questions or prompts that spark the reader's own curiosity.
• •Maintain a Personal and Authentic Voice: Given Janine Vangool's strong presence, the copywriting should feel personal, thoughtful, and genuine, avoiding overly corporate or generic phrasing. This can be achieved through first-person accounts or a conversational style.
• •Emphasize Community and Inclusivity: Actively invite participation, highlight contributions from readers, and use inclusive language that makes the audience feel part of the UPPERCASE family. Reinforce the idea that "anyone can be in UPPERCASE magazine."

Social Perception

UPPERCASE is perceived as a beloved and respected publication within the creative community. It is widely seen as an invaluable resource for creative professionals, artists, and hobbyists seeking inspiration, ideas, and connection. Readers consistently praise the magazine's physical beauty, tactile feel, and the quality of its content and design, often describing it as a 'work of art.' Its inclusive approach to submissions and its dedicated online community (UPPERCASE Circle) cultivate a loyal and engaged readership that feels connected to the brand and to each other. The ad-free model and Janine Vangool's personal curation are highly valued, distinguishing it from more commercial publications. While it may not have mass market appeal, its dedicated niche audience ensures consistent support and growth. Review scores categorize it as a 'mid-range performing brand' in the broader publishing landscape, reflecting its specialist focus.

Copy Examples

• •Unlock a world of tactile inspiration. Each quarterly issue of UPPERCASE magazine is a thoughtfully curated journey through craft, design, and curious wonders, delivered right to your door. Subscribe today and join a global community of creatives.
• •Dive into discovery with our latest issue/book! Filled with beautiful visuals, untold stories, and practical insights, it's your next dose of inspiration for living a more creative life. Perfect for the collector, the maker, and the endlessly curious.
• •Your creativity belongs here. UPPERCASE is built by and for our incredible community. Share your unique perspective, your handmade passion, or your vintage finds. We believe everyone has a story to tell, and we can't wait to hear yours.
• •In a world of fleeting digital scrolls, we champion the enduring beauty of print. Feel the weighty paper, linger over every ad-free page, and let your imagination unfurl with a magazine crafted to be cherished, not just consumed.
• •UPPERCASE: For the creative and curious. Where imagination takes root, craftsmanship thrives, and every page is an invitation to explore the beautiful, the handmade, and the wonderfully unique. Discover your next inspiration with us.