Joel Flory Biography

A natural leader, Joel FLory provides VSCO with business and insight. A rare mix of creativity and business, Joel understands the complex nature of building and maintaining a brand in the creative industry, and Flory and Greg Lutze founded VSCO. Despite the embarrassment of wealth generated by several lone programmers, the founders of VSCO did not intend to delve into any quick plans. You have created a small startup that sells professional photographers and graphic designers with digital editing tools, thank you. The introduction of VSCO Cam, and version 2.0 in June, changed everything. The free iOS app offers a selection of presets (e.g. photo filters) and simple editing tools, all neatly bundled together in a small social platform. Users can keep their photo grids in the app or share their favorites on Instagram, Facebook, Twitter, and Weibo. With over a million downloads in the first week, the app has attracted a huge following that stretches far beyond professional photographers. Thanks to a hashtag (#vscocam is automatically added when photos are taken or edited in the app), amateur photographers can also upload their postage-sized work at astonishing speed. Instagram alone has more than 4 million images tagged with VSCO. Flory has degrees in Industrial Technology and International Business and Facilities Management from California Polytechnic State University in San Luis Obispo.

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