Graphics Reference
In-Depth Information
There is no formula for an unforgettable portfolio. The only common denomi-
nators among portfolios whose tastes linger are that they display exciting work, and
that the structure that wraps that work is implemented perfectly.
Many of these textbook-perfect sites are polished marketing tools or beautiful
client-centric outreach. In the outer limits are those that use the structural metaphors
of narrative or experience. Requiring good storytelling skills and an
intensely personal style, they should not be attempted lightly. They
require such a fine balance in order to avoid being so self-absorbed
or functionally irritating that a single false step opens them to
portfolio fail. Obviously, these professional high-wire acts are rare.
Montreal-based CloudRaker has brilliantly executed one of them.
CloudRaker set an ambitious goal for its current site. As
Thane Calder, co-president, says, “Going forward, we wanted the site
to position CloudRaker as a digital branding agency. We wanted the
new website to reach potential clients and influencers. But, first
and foremost, we—the CloudRaker team—had to love the site.”
Simply meeting the online design standard of a sleek, clean interface would miss the
mark. They needed to show their total command of the online experience—providing
unique solutions that go beyond effective to memorable.
We founded CloudRaker
on a simple but critical
belief: We wanted to
create a place that
would make our kids
envious — an agency
that they would dream
to work at one day.
—Thane Calder
Navigation and architecture
Discussing navigation on the CloudRaker site requires several deep breaths.
The site visit takes place in a snowy Canadian landscape. You use arrow keys to inter-
act with the guide, a bearded, hygiene-challenged Sherpa who leads you around and
up a forested mountain. Signposts that match the nav bar headings orient you as
you travel.
CloudRaker offers multiple ways of navigating their site and all of its elements.
There is an exploratory narrative for viewers with the time to accompany a Sherpa
guide on a tour of the CloudRaker world. For those who can't linger, there's an easily
accessible standard nav bar with links that jump to the main site topics. Have even
less time? Select the HTML version of the site. No interactivity, but all the basic infor-
mation is available in text form. Intrigued, but no time at all? Viewers can download
the company PDF fact sheet and read at their leisure.
