UPPERCASE
UPPERCASE Publishing Inc. is a privately held, founder-operated independent publisher in Calgary, Canada, producing an ad-free quarterly print magazine for designers, illustrators, craftspeople, and creative entrepreneurs, alongside a 13-volume book series, a UNICEF-aligned sub-brand, and a global direct-to-consumer store.
- Company typePrivate
- Founded2009
- HeadquartersCalgary, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What UPPERCASE does
UPPERCASE (legal name: UPPERCASE Publishing Inc.) is a privately held, founder-owned independent publishing company based in Calgary, Alberta, Canada, founded in 2009 by Janine Vangool. It publishes UPPERCASE, a 132-page quarterly print magazine for designers, illustrators, craftspeople, creative entrepreneurs and paper lovers, distributed globally without advertising, sponsorships, or government grants. The company is described publicly as a one-woman operation, with the founder serving as publisher, editor, designer and customer service representative. Distribution is via a Shopify-powered direct e-commerce storefront, a Toronto-area fulfillment warehouse, and regional distribution partners: Central Books (UK/EU), Small Changes (US Pacific Northwest), Can Do Books (Australia) and Der Textilportal Shop (EU/Switzerland). The product line includes the quarterly magazine (Issues #69 and #70 released in 2026), the Encyclopedia of Inspiration book series (13 volumes totalling 5,696 pages since 2016, including Glue in October 2025 and Quilted reprinted in March 2026), the Little U sub-brand (with 100% of profits donated to UNICEF Canada since 2018, totalling $59,000), the limited-edition UPPERCASE Sampler gift tin, the UPPERCASE Circle online community hub, a digital archive of the first 52 issues, gift and annual/biennial subscriptions, and pre-order crowdfunding for upcoming Encyclopedia volumes such as Jot!. Production emphasizes sustainability: 100% post-consumer recycled paper through Rolland, vegetable-based inks via Canadian printer The Prolific Group, plastics-free packaging, carbon-neutral shipping via Shopify Planet, monthly offsets through Wren, and 40,000+ trees planted and 433 tons of carbon offset since 2018. The company holds no patents, has no outside investors, and reports no revenue figures publicly. Janine Vangool has additionally designed three fabric collections for Windham Fabrics.
UPPERCASE's business model is reader-supported, multi-stream, and recurring. Annual subscriptions at $80 USD (North America) and $120 USD (international), with biennial options at $150 and $230 respectively, provide the primary recurring revenue backbone and have funded the magazine for 17 years. Secondary streams include one-time book sales ($46-$70 per Encyclopedia volume; $15 per Little U volume; $24 per back issue), thematic Encyclopedia Bundles with 20% discounts (including a $476 12-volume 2025 bundle), the $70 limited-edition UPPERCASE Sampler (originally $136), crowdfunded book pre-orders with a $500 Book Patron tier, recurring wholesale orders to indie retailers in North America (minimum 6 copies per quarterly issue), Digital Archive monthly and annual subscriptions, and gift subscriptions. Go-to-market combines direct-to-consumer e-commerce, multi-region indie distribution, community-led engagement via the UPPERCASE Circle and weekly newsletters, and minor affiliate partnerships with surface-pattern educators. Customer segments are primarily individual creative professionals, paper lovers and crafters, and gift buyers, with wholesale retailers as a small business segment.
The company's competitive positioning rests on a distinctive ad-free, design-led editorial voice, a substantial and growing content library (13 book volumes and 70 magazine issues), strong sustainability credentials, an engaged community, and a four-continent distribution footprint — all delivered through a single-operator model with no external capital.
UPPERCASE firmographics
Firmographics- Name
- UPPERCASE
- Legal name
- UPPERCASE PUBLISHING INC
- Website
- https://uppercasemagazine.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- UPPERCASE Publishing Inc. is a privately held, founder-operated independent publisher in Calgary, Canada, producing an ad-free quarterly print magazine for designers, illustrators, craftspeople, and creative entrepreneurs, alongside a 13-volume book series, a UNICEF-aligned sub-brand, and a global direct-to-consumer store.
- Ownership category
- akta.pro rank
UPPERCASE industry classification
Industry- Product category
- Independent Print Publishing (Arts & Design Magazines and Books)
- NAICS
- Book Publishers (513130), Periodical Publishers (51312)
- SIC
- Books: Publishing Or Publishing & Printing (2731), Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- General Trade Publishing (Adult Fiction & Nonfiction) (MPAJAAAA)
- akta.pro secondary industries
- Business, Finance & Industry Trade Magazines (MPAJAEAM), Children’s Subscription & Book Club Publishing (MPAJAFAO)
Keywords
Where UPPERCASE is headquartered
LocationHeadquarters
- HQ city
- Calgary
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
UPPERCASE business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Magazine Subscriptions: Quarterly print magazine subscriptions sold as annual ($80 CAD/USD for North America, $120 international) or biennial options. One-year subscription includes 4 issues (#69-72). Two-year includes 8 issues. Subscriptions are the primary revenue stream supporting the magazine for 15+ years.
- Book Sales: Sale of Encyclopedia of Inspiration books ($46-$70 per volume), Little U books ($15 each), and back issues ($24 per issue). Books available individually or in bundles with 20% discount. Direct sales via website.
- Back Issues: Individual back issues of UPPERCASE magazine sold for $24 each. Bulk bundle available with 20% savings when purchasing 3+ issues. Available back issues from #54 onward.
- The UPPERCASE Sampler: Limited-edition sampler bundle containing 3 back issues, Volume R book, Little U Volume 3, and A Collection a Day book in collectible tin - priced at $70 (49% off original $136)
- Little U Sales (Charitable): 100% of Little U profits donated to UNICEF Canada. Since 2018, $59,000 raised for UNICEF including $35,000 since October 2023. June 2026: 100% of sales donated to UNICEF humanitarian relief in Venezuela.
- Book Pre-orders: Pre-order campaigns for upcoming Encyclopedia volumes (e.g., Jot! at $55) help fund production costs. Previous Encyclopedia volumes were all funded through reader pre-order support.
- Digital Archive Access: Digital Archive provides access to first 52 back issues via paid monthly or annual subscription plans
- Wholesale: Recurring wholesale orders for indie retailers in North America (minimum 6 copies per quarterly issue). Books available wholesale at discounted rates per copy.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Annual subscription for North American readers (Canada/USA) |
| Subscription | Annual | Annual international subscription |
| Subscription | Annual | Gift subscriptions |
| Unit Pricing | Pay-as-you-go | Single back issues |
| Unit Pricing | Pay-as-you-go | Encyclopedia of Inspiration books |
| Unit Pricing | Pay-as-you-go | Little U books |
| Unit Pricing | Pay-as-you-go | Jot! pre-order (upcoming volume) |
| Unit Pricing | Pay-as-you-go | UPPERCASE Creative & Curious Sampler |
| Subscription | Monthly | Digital Archive access |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels7 records
UPPERCASE product offering
Product offeringCore offering
UPPERCASE publishes an ads-free quarterly print magazine (132 pages) for designers, illustrators, craftspeople and paper lovers, alongside the Encyclopedia of Inspiration book series (13+ volumes totaling 5,696 pages) and the Little U spin-off publication, sold directly through its Shopify e-commerce website. The company is entirely reader-supported through magazine subscriptions, book sales and pre-order campaigns, with no advertising, government grants or sponsorships.
Product overview
UPPERCASE is an independent Canadian publishing company producing a quarterly print magazine for the creative and curious, alongside the Encyclopedia of Inspiration book series. The core offering is UPPERCASE Magazine, a 132-page ads-free quarterly publication since 2009. The product line includes the Encyclopedia of Inspiration series (13+ volumes of 448-544 pages each, covering topics like quilting, collage, botanicals, and art supplies), the Little U sub-brand (a small-format magazine/book with 100% UNICEF donations), and The UPPERCASE Sampler gift box. The company also offers subscriptions, gift subscriptions, back issues, thematic book bundles, and the UPPERCASE Circle online community. All products are distributed directly via the online shop, with UK/EU distribution through Central Books. The company emphasizes sustainability with carbon-neutral shipping, recycled paper, and plastics-free packaging.
Differentiator
Problem solved
Functional benefit
Products and services
- UPPERCASE Magazine A 132-page quarterly print magazine for designers, illustrators, craftspeople, creative entrepreneurs and paper lovers. Ads-free with high production values and a unique design aesthetic; published continuously since 2009.
- Encyclopedia of Inspiration Book Series An ongoing book series released in whimsical non-alphabetical order covering creative and curious topics such as feed sacks, botanica, quilting, ceramics, notions, ephemera and glue. 13+ published volumes totaling 5,696 pages, sold individually or in themed bundles at 20-25% off.
Quantifiable outcome
- $59,000 raised for UNICEF since 2018
- +3 more outcomes
Companies that use UPPERCASE
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
UPPERCASE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
UPPERCASE partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Central BookscoreUK and European distributor for UPPERCASE books and back issues. Also carries selected titles in Australia. The most important international distribution partnership for reaching European readers.
- Small ChangescorePacific Northwest US distribution for UPPERCASE magazine. Key regional partner for US market presence outside direct e-commerce.
- Can Do BooksminorAustralian stockist carrying selected UPPERCASE book titles. Secondary distribution channel for Australian market.
- Der Textilportal ShopminorEU and Switzerland shipping partner for selected books. Secondary European distribution channel.
- The Prolific GroupcoreCanadian printer for UPPERCASE magazine and books. Committed to environmental sustainability using vegetable-based inks with 70% bio-renewable content and low VOC emissions. Key production partner.
- RollandcorePaper supplier for UPPERCASE publications. Produces Rolland Enviro Satin paper made from 100% post-consumer fibre, certified by Forest Stewardship Council. Uses biogas energy from decomposing landfill waste. Key sustainability partner.
- ShopifycoreE-commerce platform powering uppercasemagazine.com. Shopify Planet app enables carbon-neutral shipping by calculating and offsetting shipping emissions. Shop Pay payment option covers carbon offset costs for transactions.
- WrencoreCarbon offset platform through which UPPERCASE pledges $250-$1000 USD per month toward carbon offsets and removal technologies. Wren Impact Forest allows members to offset personal carbon footprints.
- The Ocean CleanupminorEnvironmental organization supported through monthly donations. Focused on cleaning Pacific Ocean garbage patch and intercepting river plastics.
- Plastic BankminorSocial enterprise building ethical recycling ecosystems in coastal communities. UPPERCASE donated $2000 USD in 2021 to recover 3,636 kg of plastic.
- Ocean WiseminorMarine conservation organization. UPPERCASE donated $223 CAD to plant 500 kelp for seaforestation in British Columbia.
- UNICEF Canadacore100% of Little U profits donated to UNICEF Canada. $59,000 raised since 2018. $24,000 specifically for Gaza humanitarian efforts. June 2026: 100% of sales going to Venezuela relief.
- Windham FabricscoreJanine Vangool has designed multiple fabric collections for Windham Fabrics. Three fabric collections created. Enables cross-promotion and expanded reach into quilting and crafting communities.
- Bonnie Christine (Surface Design Immersion)minorAffiliate partner for comprehensive surface pattern design course. UPPERCASE is a promotional partner with Pattern Journal newsletter featuring registration links and bonus information.
- Sarah Watts (From Paint to Pattern)minorAffiliate partner for surface pattern design education program opening in 2026. Pattern Journal newsletter features course information.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
UPPERCASE competitors and assessment
Company assessmentDirect peers
- Kinfolk: Independent quarterly lifestyle magazine from Copenhagen focused on slow living, design, craft, and creative culture. Closely comparable to UPPERCASE in indie publishing model, high production values, and creative-professional audience.
- Apartamento: Independent Barcelona-based biannual magazine covering interiors, design, and creative lifestyles. Comparable indie design publishing with premium print quality and a similar niche but global creative readership.
- Selvedge Magazine: UK-based independent magazine dedicated to textiles, fiber arts, and craft. Direct content overlap with UPPERCASE's textile, quilting, sewing, and maker-community focus, with a similarly niche but loyal subscriber base.
- Taproot Magazine: US-based independent magazine on handmade lifestyle, craft, and creative pursuits. Comparable indie craft publisher with similar values-driven positioning and an ad-light, reader-supported ethos.
- The Gentlewoman: London-based independent fashion and design biannual. Comparable high-end independent magazine aesthetic, creative-professional target audience, and ads-free premium print model.
- Frankie Magazine: Australian independent magazine for creative women featuring craft, design, illustration, and DIY. Comparable indie creative publishing model with similar aesthetic and reader-supported positioning.
- Hole & Corner: UK-based independent magazine celebrating craftsmanship, making, and creative culture. Direct overlap with UPPERCASE's maker-community focus and similar premium independent publishing economics.
Broad incumbents
- Chronicle Books: Major independent publisher known for design, craft, and creative-lifestyle books. Comparable niche book-publishing model but at much larger scale with broad retail and gift-shop distribution.
- Princeton Architectural Press: Established publisher of architecture, design, and visual culture books. Comparable in producing high-quality design-focused titles for creative professionals, with similar gift and specialty retail channels.
- Gestalten: Berlin-based publisher of design, architecture, and visual culture books and magazines. Comparable in producing design-led publications and books for a creative-professional audience, with broader international distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
UPPERCASE social profiles
Digital presenceUPPERCASE financial estimates
Financial estimateRevenue estimate
Valuation estimate
UPPERCASE leadership team
Management profileNumber of profiles
Profiles1 record
UPPERCASE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UPPERCASE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UPPERCASE
What does UPPERCASE do?
UPPERCASE publishes an ads-free quarterly print magazine (132 pages) for designers, illustrators, craftspeople and paper lovers, alongside the Encyclopedia of Inspiration book series (13+ volumes totaling 5,696 pages) and the Little U spin-off publication, sold directly through its Shopify e-commerce website. The company is entirely reader-supported through magazine subscriptions, book sales and pre-order campaigns, with no advertising, government grants or sponsorships.
Is UPPERCASE a public or private company?
UPPERCASE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UPPERCASE founded?
UPPERCASE was founded in 2009. It employs 1 to 10 people.
Where is UPPERCASE based?
UPPERCASE is headquartered in Calgary, Canada, in the North America region.
How does UPPERCASE make money?
Eight revenue lines are on record. Magazine Subscriptions are the primary driver. The others are book Sales, back Issues, the UPPERCASE Sampler, little U Sales (Charitable), book Pre-orders, digital Archive Access and wholesale.
Who are UPPERCASE's main competitors?
Direct peers on record are Kinfolk, Apartamento, Selvedge Magazine, Taproot Magazine, The Gentlewoman, Frankie Magazine and Hole & Corner. Broad incumbents are Chronicle Books, Princeton Architectural Press and Gestalten.
Does UPPERCASE have an API?
No public API is recorded for UPPERCASE.
What industry is UPPERCASE in?
UPPERCASE's product category is Independent Print Publishing (Arts & Design Magazines and Books). Its primary akta.pro industry code is MPAJAAAA, General Trade Publishing (Adult Fiction & Nonfiction), with a secondary code of MPAJAEAM, Business, Finance & Industry Trade Magazines. Its NAICS code is 513130 and its SIC code is 2731.