My name is Garrett Beatty, and Hoosier Brand began as a personal documentary project rooted in years of photographing the backroads, festivals, and small towns of southern Indiana. What started with a camera slowly grew into something larger—a way of paying attention to the place that shaped me, and to the people who continue to live, work, and build lives here.

Hoosier Brand is a photography-first, magazine–book hybrid that documents Indiana’s rural people, places, and working culture—produced as limited-edition volumes designed to be kept.

Hoosier Brand brings several ideas together under one roof: the large-format presence of a coffee-table photography book; the documentary spirit of classic American photojournalism; the narrative voice of Midwestern nonfiction writers; and the familiarity of a local newspaper passed hand to hand. Independent, American, and archival in nature, the magazine is created to preserve Indiana’s people, trades, and communities—especially those that often go undocumented.

The stories in Hoosier Brand are written using a documentary-first-person journalism approach. Each piece grows from time spent with the subject—conversations, observations, and shared moments recorded from the photographer’s point of view. Rather than formal interviews or long transcripts, the writing reflects remembered dialogue, working environments, and the quiet details that emerge only through presence.

Articles are intentionally concise, designed to work in quiet conversation with the photographs rather than compete with them. Hoosierbrand exists somewhere between a magazine and a photography book—meant for slow reading, careful looking, and return visits long after the first pass through its pages.

This is not fast content or trend-driven publishing. Hoosier Brand is a field record—an ongoing visual and written archive of Indiana as it is lived.