The team of Kiwi students behind the new social media platform Scrollr hope it will achieve the perfect balance between the functional and the beautiful.
They hope it will let individuals create a personal brand and be a home for the likes of photographers and artists to showcase their work, says head of marketing AJ Tills.
He adds horizontal scrolling is the platform's point of difference. "We put ourselves on the same page with Pinterest, Tumblr and Flicker. We describe it as a lack of fusion between aesthetics and functionality.
"There are sites that let you create content and share your profile, but you're very much dictated by the number of followers you have. With Scrollr you can create your personal brand but it pushes content straight onto the first page ad that content gets an instant global audience."
Once users upload photos and video, it sits in their personal scroll and on the first Scrollr page. It's then pushed closer or further from the first page depending on how many users download it.
"Users vote for what they want to see or don't want to see," says Tills. "It's always interesting and relevant content."
University of Auckland students Tim Jennings, Andrew Wallace and Jing Seth conceived the Scrollr idea and thanks to a meeting between Jennings and one of his teachers at St Kentigern's College, two students at that high school, Matt Ellwood and Erich Lee, developed the site's back and front end.
The team will continue testing and refining Scrollr while it's in beta and are contacting the 500 signed users to find out what they like and what could be improved. Tills hopes the platform will formally launch in April.