Everalbum is evolving its brand with a broader focus on how to help its users capture and relive their stored memories. The company now wants to be known as Ever and is launching a photo-book printing service to rival incumbents like Shutterfly.

“Our brand is about living fully, connecting with the people you love, and appreciating the moments you’ve shared,” the company wrote in a blog post. It emerged out of stealth last November as a blend of Google Photos, Storehouse, and Cluster, enabling users to back up photos from multiple sources, such as Instagram, Dropbox, Facebook, and Google+. And while it has already backed up more than 10 billion photos and videos, the company believes that its value extends beyond its mobile apps.