In a quest to provide more selected content, VSCO make the move from a highly successful filter app to a fully fledged publisher with the launch of VSCO Originals.

The acronym VSCO is instantly recognisable to Instagram users. Over 5 million images on the photo-sharing app are tagged with the ubiquitous VSCO hashtag, which serves as an indication that the photograph was visually enhanced by the photo-editing app.

To the uninitiated, it would appear that this was as far as the art and technology startup’s sphere of influence extended, not so. Since Visual Supply Co’s inception in 2012, the company’s rise has been more steady and sustainable than meteoric: in four short years VSCO have gone from building filters and presets for Adobe Light Room and Apple Aperture to creating a hit app that boasts 30 million active users.

The next stage in their progression could be fuelled by VSCO Originals, a collation of eight separate digital periodicals featuring high quality editorial content available only on the VSCO platform and website. Each title will hone in on a specific areas of focus. For example, 23.5 will explore global cultural perspectives and the dynamic of the human experience, whereas Cyclopedia will use visually experimental presentations to discover more about history science and culture. Contributors to the content will be drawn first and foremost from VSCO’s burgeoning online community, but also from photographers and editors.

VSCO’s mandate has always been to enable and nurture the creative process while also handing users the tools to showcase their art in the best possible light. The introduction of VSCO Originals will allow that ability to be expanded while simultaneously allowing the brand to transcend its original purpose and stake a claim to be a publisher in its own right.