What is Format?
Format operates as a dedicated portfolio creation platform and client workflow solution built specifically for creative practitioners, including photographers, visual artists, illustrators, fashion designers, and filmmakers. The application enables artists to showcase visual assets online without requiring computer programming skills or web development expertise. It integrates visual layout editing tools, direct video playback options, e-commerce features, and client management tools to help creative professionals display work, manage client interactions, and expand their online presence.
Visual control on the site centers around an adaptable design editor. The software offers a selection of more than 90 curated themes alongside thousands of customizable design variables. Creators can populate ready-made layouts or construct original site arrangements using drag-and-drop mechanisms inside the Flex Block editor. Operating on a structured snap grid, account owners can insert, resize, position, layer, and overlap visual components such as photographs, written copy, structural dividers, and interactive call-to-action buttons.
For members exhibiting moving imagery and motion graphics, the service incorporates native video hosting functionality. Artists can upload media directly to their portfolio and present video streams up to 120 minutes long without relying on external media platforms. In addition to public-facing showcase pages, Format provides integrated tools for managing private client operations. Creators can build branded client galleries, execute secure digital file transfers, and manage contracts directly from their website.
The software incorporates e-commerce features that permit creative sellers to market physical items, professional services, and downloadable digital assets to buyers around the globe. The storefront operates with zero platform fees and takes no sales commissions, allowing store owners to handle order fulfillment directly and keep earnings. To improve discoverability across search platforms, the system offers search engine optimization settings to adjust page titles, meta descriptions, image alt text, and store listings.
The platform caters to users across beginner, experienced, and professional skill tiers. Beginners can upload content into pre-designed layout templates, while experienced users can tweak design variables and layout blocks. Professional subscribers on Pro and Pro Plus plans obtain access to an advanced code editor to implement custom HTML styling, CSS code, script embeds, and external plugins. On November 11, 2021, Format announced a business combination with Zenfolio to broaden its photography service offerings.
Design choices extend to typography, featuring curated font collections alongside direct integrations with Adobe Fonts and Google Fonts. Artists can also generate custom pages that depart from their primary site theme, applying distinct gallery arrangements, color schemes, text styles, and code embeds. Furthermore, the platform links with Weglot to enable rapid site translation into multiple languages without requiring complex coding or distinct subdomains, helping global clients, agencies, and art directors view creative work in their chosen language.
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