VSCO: A Community for Expression

VSCO, which stands for Visual Supply Company, is the trendsetting art and technology company that empowers creative expression around the world. VSCO has become an integral part of the community of creators that currently dominate the digital space. They recently launched their VSCO X yearly membership option which allows creators and the rest of the community to have more options, transformative tools, inspiring education and many other exclusives. As a company that has set the bar high, VSCO leads the way in innovation and continues its dedication to fostering a community for expression. VSCO has been named Apple’s “App of the Year,” Google Play’s “Best Apps of 2015” and Fast Company’s “Top 10 Most Innovative Companies in Social Media.”

Inside the VSCO HQ in Oakland, California

Co-Founder Greg Lutze

WHAT: VSCO (formerly known as VSCO Cam) is a photo editing application that offers more than amazing filters and editing options, it allows for creators to join the other VSCO creators and share their passion. Aside from being a great tool for photo editing, VSCO is also a social media application that allows everyone to share their creations with the rest of the community. They recently added video and messaging options.

WHEN: VSCO was Founded in 2011. During a time when people were on their phones mainly using Instagram’s photo editing options, VSCO came in and soon it would control the photo editing space and become part of the online culture of creatives.

WHERE: VSCO was created and is currently based in Oakland, California. VSCO headquarters was designed by Jack Debartolo over two years ago. Their headquarters is open and minimal, with clean lines and exposed natural materials like wood, metal, and glass. Their 24,000 sqft. space is huge and the idea behind having such a large space is to be able to expand and grow their company without any space restraints. An inspiring space that allows the VSCO team to continue their amazing work.

WHO: VSCO was co-founded by Greg Lutze and Joel Flory - two creatives that saw the need for a better tool but also for a better digital space for expression. Greg Lutze is the Co-Founder and Chief Creative Officer of VSCO. Before VSCO, Greg worked as Creative Director for various agencies, with work being recognized by The Grammy Awards, Taschen, Communication Arts, Print Magazine and Graphic Design USA. Joel Flory on the other hand is the Co-Founder and Chief Executive Officer that instead of leading the creative, he leads the business side of VSCO. A natural leader, Joel was integral in growing VSCO to 45+ million monthly active users, and securing over 70 million in funding. Joel understands the complex nature of building and sustaining a brand in the creative industry. Together these two co-founders make for the perfect partnership which is one of the main contributing factors to the success of VSCO.

WHY: VSCO was created to help fill the void that existed for photo editing applications. What started as a cool photo editing app has transformed into the leading community for photography and video creation. As stated on their website, “as humans, we’re compelled to create. It’s in our DNA. It may not always be pretty, it may not always be easy, but it’s our fundamental response to life. Creativity isn’t limited to an artistic class; it’s the radical expression of each person’s voice in this world. It takes different forms, a mad juxtaposition that reflects the individual’s own unpredictable, winding path. It isn’t limited to the polished aspects of life, but embraces all facets of human existence, the ups and downs, the loud and quiet. Here, we’re telling the story of our people, calling others to add their layer to the multidimensional, textured creativity on VSCO.”

HOW: To use VSCO is extremely easy and extremely addicting. For the filter friendly folks, VSCO allows you to add a filter to whatever degree you want. But for those techies that want to push the photo editing boundaries, you are allowed to mess with things like saturation, tint, and many other options. We challenge everyone to take on VSCO and become a master in editing but also a member of the community of expression.

Photography by Adrian Martin for Men's Fashion Post