Mediaboss Marketing

In a small office tucked off a parking garage in downtown Boulder sits an engine behind one of the biggest movements on the web this week.

At Berger & Fohr a slick, modern and minimalistic graphic design studio bathed in white and dashed in black the three-man firm quietly works on building out Ello.co, an ad-free social networking site that quickly developed a thundering online presence in a few days' span.

From Tuesday through Friday, legions of Internet users flocked to Ello, which was dubbed as the anti-Facebook and built on a "manifesto" of principles such as transparency, simplicity, empowerment and no ads or data-sharing.

"It was steadily ramping up," said Todd Berger, co-founder of Ello. "Then it exploded."

Ello is the brainchild of Berger, Lucian Fohr, the principals of Denver-based Mode Set and Paul Budnitz, an entrepreneur who brought KidRobot to Boulder and now runs Budnitz Bicycles in Vermont.

About 16 months ago, the friends and colleagues developed the site as a private community for them and about 100 other designers and artists. The community was meant to be an ad-free environment to share thoughts, works and words.

It became apparent that the members of the community wanted to share what they had with friends.

The Ello that people see now was created earlier this year and, in stealth mode, started to expand in a slow and deliberate manner, Berger said. As the wait list for Ello grew, Berger and crew decided to open the site a bit, allowing some users in and giving them 10 invitations apiece for the private beta site.

"We were seeing this," Berger said, propping his arm at a 45-degree angle. "It was exponential."

Then on Tuesday, that all changed.

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Boulder design firm helps drive Ello, dubbed the anti-Facebook

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Is Ello A Viable Alternative To Facebook? - Whats New Now - Video

As you settle into the social network (or wait for your invitation), learn about Ello's ad-free promise and find out how to navigate the interface.

Screenshot by Sharon Profis/CNET

By now, you've probably heard of Ello, the invite-only social network garnering attention for its radical approach to social networking. Find out why the site is seeing 35,000 hourly sign-ups, and why people are so willing to join yet another social network.

Ello is the anti-Facebook, and it has no problem stating that. The bare-bones, ad-free, so-minimalist-it-hurts social network was designed in response to the many controversial Facebook policies, especially the one that forces users to display their real names.

But when you look at Ello, it might not seem that much different than other social networks. It doesn't go out of its way to use innovative approaches to organizing your friends, discovering content, or enriching your experience. Google+, for instance, introduced Circles, confusing users before they even had a chance to set up their profile.

What you get is a hybrid between Tumblr and Twitter. Like Tumblr, you can post photos and written thoughts, long or short. Like Twitter, you can @mention people, and those mentions show up on your profile, as well as theirs.

Unadorned and intentionally sparse, the users and their content are the focus, while other site elements generally go unnoticed.

Ello promises to uphold its proposition and remain ad-free forever. The reason goes back to Ello's philosophy -- the only way to sell ads is by harvesting user data, and the company does not intend on doing that. In fact, Ello allows users to opt out of Google Analytics tracking, and details the ways in which it anonymizes user data.

Plenty of folks are dubious, but Ello responded to the skepticism by asserting its plans to find other streams of income. In a post, its founders stated plans to offer paid feature upgrades, which could be things like data exporting or profile enhancements.

Nope. We looked high and low, but there's no button to be found.

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10 things to know about Ello, the ad-free social network