My name is Garrett Beatty, and Hoosierbrand began as a personal project rooted in years of photographing the backroads, festivals, and small towns of southern Indiana. The idea grew from the place that shaped me—my home state—and from a lifelong love of older Midwestern reading traditions: regional journalism, county histories, WPA guides, folklore collections, and the kind of reporting that once filled small-town weeklies.

Hoosierbrand brings together many ideas under one roof: the large-format presence of a coffee-table photography book; the documentary spirit of National Geographic; the voice of Midwestern nonfiction writers; and the warmth and familiarity of a small-town newspaper. Independent, American, and archival in nature, the magazine is built to preserve Indiana’s people and stories that often go overlooked. 

The stories in Hoosierbrand are intentionally concise. Our articles are written to capture the soul of a person, place, or trade, working in quiet conversation with the photographs rather than competing with them. Hoosierbrand exists somewhere between a magazine and a coffee-table photography book—designed for slow reading, careful looking, and return visits long after the first pass through its pages.