Madesquare, a new startup that helps people create crafts using photos from their camera rolls, launched its first iOS app on Thursday.

The app capitalizes on the popularity of square-shaped photos and iPhone photography by letting users customize and order products printed with their favorite photos. The company's products include postcards, ceramic magnets, wooden blocks, calendars and canvas prints.

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Molli Sullivan, Madesquare's director of marketing, says she and her three cofounders (all DIY enthusiasts) drew inspiration from crafts on Etsy and Pinterest — but ones they weren't able to easily replicate.

"We were always looking online for different ways to bring our memories to life," Sullivan told Mashable. "Transferring the digital photos we love taking but making them more tangible, something you can hold onto."

Madesquare's app allows users to customize orders with photos from their camera roll. The app also includes step-by-step DIY guides. Image: Madesquare

Users begin by selecting from one of the 20 available products, which range in price from $2 photo strips to $70 canvas prints, and selecting a photo or series of photos from their camera rolls. Images are cropped into a square to fit. Madesquare then generates a preview of the end result, which can be adjusted a final time by customers before beginning the checkout process.

The app also features DIY projects, created by Madesquare's founders, that feature how-to's like creating a recipe box with customized recipe cards or decorating a room with photo clings.

The team's appreciation for square photos has roots in Hipstamatic, one of the first apps to popularize square-shaped filtered photos on the iPhone. Sullivan is a former employee of Hipstamatic, and one of her cofounders, Laura Buick, is the wife of the company's founder and CEO Lucas Buick.

Madesquare is now available for iOS.