exoatmospheric
Creative Services
- Identity Development
- Infographic Development
- Photography Development
- User Research
- Information Architecture
- Schematic Design
- Visual Design
- Interaction Design
- Design Documentation
- Production
Development Services
- Flash Development
- HTML/CSS Development
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Partner
RATCLIFF
WEBSITE
THE BRIEF
Designing for Ratcliff presented a unique challenge in that the site needed to serve two contrasting user groups: those familiar with Ratcliff's rich legacy as the San Francisco Bay Area's oldest architectural firm, and those seeking in-depth information about the firm. The target audiences are distinct but equally important—requiring special attention to address both groups.
THE SOLUTION
Ratcliff and Exoatmospheric decided to focus the user experience on the firm's distinctive body of work. This design solution came from a belief that communicating Ratcliff's passion for architecture was the most effective way to encourage exploration of the site and compel visitors to retain the firm's services to discover unique building solutions, or what President Kit Ratcliff calls, “extraordinary outcomes”.
By featuring tightly cropped, abstract imagery of portfolio projects throughout the site, visitors are immersed in a body of work spanning more than a century. All “hero” images invite interactivity, and the effortless simplicity of the site's Flash-animated interface makes navigation and detailed information easily accessible, but only when users need it. For example, the Projects section presents an elegant interface that allows users to “flick” quickly through works, linger to enjoy full-screen light-box views, or retrieve comprehensive information.
The refined simplicity of the site harmonizes Ratcliff's ongoing interest in innovation with its rich history.
STATUS
