It is a native Steem blogging platform. It's not a Wordpress and not a generic frontend like Steemit/Busy. We decided to develop it from scratch to provide full integration with SteemConnect and to allow bloggers to customize their blogs easily.
Technically speaking we developed a simple frontend to handle single user blog with additional options like categories, custom template, domain handling, etc and then we wrapped it into a platform. We're using server-side rendering with own Theme System so that we are not dependent on any other Steem frontend. This gives a huge number of possibilities which are not available using a wordpress plugin or something. I believe that native usage for Steem blockchain is much better than using it only for storing content as a copy.
Steem blockchain has a lot of great mechanisms that are quite too complicated for average blogger but they give great power when used in a proper way. We tried to simplify steem-based blogging experience with additional functionalities that utilize Steem blockchain. And we're going to publish additional informations soon :)