Design manifesto

The last three years we've been seeing people all kinds of interesting things on our photo sharing service, 23. Small shops taking photos of their goods and the life in their store, organic farmers uploading photos of their lettuce in order to sell them, a small communication agency communicating through photos - the story goes on, big organizations sharing photos from their events.

But we've seem them all struggling with a photo sharing service not built for their needs.

They wanted control of the design, wanted it to run on their own domain names, wanted an experience that was about them - not about the tool that they are using. Wanted support for having multiple users on one blog, wanted to be able to easily do private blogs for internal use.

So we set out do really empower the visual paradigm with a tool that would do what blogger/wordpress did for text blogging for photo and video communication.