Welcome to the latest episode of Behind the Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Ellen Rockne, co-founder of StoryPeople and creators and brothers Gabriel and Matthew Andreas, to discuss their journey from crafting heartfelt cards and posters that resonate with personal stories to creating calendars that connect people across all walks of life. Our mission is to provide you with inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and print.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.

6-minute read

“It becomes a shared family story… it’s like the middle of the story, and each person brings their own beginning and their own end.” – Ellen Rockne, Co-Founder of StoryPeople

Transcript from Behind the Print with StoryPeople

Zoe: Welcome back to Behind the Print podcast, where we feature industry leaders and uncover the creative minds and businesses within the world of professional printing. Our mission is to provide you with inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode features StoryPeople, a collaborative studio. I’m here with Ellen Rockne, co-founder of StoryPeople. Joining us are creators and brothers Gabriel and Matthew Andreas for an insightful conversation into their business.

Zoe: So, who are your main groups or communities that you serve?

Ellen: Oh my gosh, I guess anyone who wants connection in their lives, or is searching for the words to say to someone they care about. That’s a pretty broad swath but it’s true.

Zoe: Yes, I agree! With all the designs you have for different occasions and people, there’s such a broad range. Everyone can find something special.

Matthew: Exactly! We offer products for all genders too, which is nice. Inclusiveness is important when thinking about connection. No one should be barred from wanting that in their life.

Zoe: That’s so inspiring! I think it’s a message that needs to be heard more in today’s world. Beyond print, what kind of challenges do you solve for people who buy your cards, posters, and books?

Ellen: I think the biggest problem we solve is finding the right words to say. Sometimes it’s hard, even now. We have a story called Listening. It says, “I can’t speak to what you’re going through, but I want you to know I’m listening.” Simple, but people struggle to say that sometimes.

Zoe: I love that you’re creating a bridge from feelings to communication. It feels so natural and genuine.

Ellen: Yes, we try to create a shared experience. For example, people tell us how a story has been passed through generations in their family. It becomes a deeply personal narrative.

Matthew: One of my favorite moments was when a customer came in asking for “the story about fishing with my grandfather.” The story didn’t mention fishing or a grandfather, but it resonated with them in that way.

Ellen: Exactly! People connect with stories in their own way. Like someone asking for “the story about an uncle,” even though we don’t have a single story with the word “uncle” in it.

Zoe: That’s so fun! I bet it’s exciting to meet people and hear how they interpret the stories.

Zoe: When you’re faced with creative challenges, what’s your approach to overcoming them?

Ellen: We don’t write cards for events—we write them for people. The stories are universal enough that they can apply to many situations.

Matthew: We really focus on making each piece personal. The goal is for people to feel like they’re saying what they want to say, but in a way that’s meaningful and heartfelt.

Zoe: What are the joys and challenges of working together as a family?

Gabriel: The challenge is that we’re together so much, we sometimes forget how well we get along! But we know each other’s strengths, and that makes our work stronger.

Ellen: Yes, and we’re very particular about quality. We even have a bin of seconds—if there’s even a speck on a piece, it doesn’t make the cut. It’s the same with our stories; if there’s something off, it doesn’t get published.

“We help find the words, whether you’re trying to say, ‘I love you,’ or ‘I’m sorry,’ or ‘I’m here with you.’ We provide a different access point into that, in a colorful form.” – Gabriel Andreas, StoryPeople

Zoe: You’ve clearly built a loyal following! What sets StoryPeople apart from others in your space?

Ellen: I think our personal connection with our customers makes us different. We’re hands-on with everything—when someone calls or emails, it’s really us responding. There’s no outsourcing.

Gabriel: And the stories have their own flavor. It’s not just art with stories; it’s StoryPeople. It’s the unique blend of story and art that resonates with people.

Zoe: Your calendars are also a big hit. What’s your approach to those?

Ellen: We reinvent the calendar every year—new art, new stories, and even unique holidays on each and every day. It’s something we take a lot of pride in, and our customers can’t get enough of our calendars.

Matthew: People love discovering what new holiday is on their birthday. It’s become a yearly tradition for many of our customers.

Zoe: What are some challenges holding StoryPeople back right now?

Ellen: The sheer number of things we need to do! We’re a small team, and there are always so many hats to wear—whether it’s managing social media, responding to customers, or working on SEO.

Gabriel: We’ve been focusing on SEO recently, and it’s clear how much not having it optimized has held us back.

Zoe: What advice would you give to businesses looking to build a stronger online presence?

Gabriel: Make sure your website’s tags are properly labeled. We had ours set up wrong for years, which hurt us.

Ellen: Also, treat your email list like friends—don’t overwhelm them with constant emails. Only reach out when you really have something to say.

Zoe: Thank you for sharing your amazing story. For anyone listening who wants to work with you or get your products, how can they do that?

Ellen: You can visit us at StoryPeople.com. We’ve just launched a new Story of the Day landing page, and there’s even a pop-up on the site where you can sign up. It’s a great way to stay connected.

Zoe: That’s wonderful! I’ll be heading over to sign up myself. Thank you so much for sharing your journey with us. It’s been a pleasure learning more about your process and creativity.

Ellen: Thanks for having us!

Zoe: That’s a wrap on another episode of Behind the Print! Thanks to our listeners for joining us. If you’ve enjoyed today’s episode, be sure to get your sample pack from PrintingCenterUSA.com and share it with fellow business enthusiasts. Until next time, keep those creative sparks flying, and remember, there’s always more to discover Behind the Print.

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From heartfelt stories to professionally printed cards and posters, StoryPeople brings meaningful connections to life in all shapes and forms. For StoryPeople, PrintingCenterUSA has been a trusted partner, helping turn their unique designs into beautifully printed works that inspire and connect people. Whether it’s a card, poster, or book, you can share your story with the world. Order your custom printed products today!

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