In his minimal amount of free time, Dr. Keith Leaphart chairs the board at the Lenfest Foundation — he has since 2013. But the physician’s day job is heading up longtime local design and print shop Replica Creative.

Now, Leaphart is adding another venture to his portfolio: an ecommerce platform called Wallsome. The tool allows users to upload photos directly from their phone and turn them into wall decor. Leaphart says it’s like “Instagram for your walls.”

Always wanted to live in an artist loft? An exposed brick Wallsome makes it look like you actually tore down a wall! pic.twitter.com/Bqv3M85qTI

— Wallsome (@YourWallsome) January 18, 2016

“Taking your photos directly from your camera roll, you can upload them to templates or create your own customized wall decor,” Leaphart said. “It’s nondestructive to the wall’s surface. You can make over an entire room.”

? Thanks to my friends @WallsomeWalls my fave Speed Racer poster is now reusable wallpaper!! ? #StartupPHL #PHLMade pic.twitter.com/ZoBecoP2nW

— Danielle Cohn (@daniellecohn) January 28, 2016

Technically an extension of Replica, Wallsome has been in the works for about two years. The platform was inspired, Leaphart said, by how many wall murals he saw transforming retail environments.