Tool of NA specializes in storytelling through film, interactive installations, virtual worlds, and digital experiences. They aim to break new grounds and both embrace and invent new technologies. They are a group of artists, directors, designers, and technologists that work together to bring ideas to life.
The website is very modern, with many different effects, motion graphics, and animations. Although the main navigation is rather clean, it is not exactly clear what the company does right away. The idea of using motion graphics and videos for the main banner area is nice, however it should be used in a smart and comprehensive way. By looking at the rotating videos, it is not clear what the services are and what the company's purpose is. With that said, it's done in such an interesting way that it lures the user in to find out more, discover subpages, and browse through the site.
This landing page has a trendy presentation, especially when compared with the rest of the site. Using a horizontal scroll, projects are showcased in a vertical grid fashion. The pinning effect resembles walking in and out of rotating doors, and the sub-navigation actually acts as filters.
The “Directors” landing page is sliced into two categories — “Live Action” and “Interactive.” The element movement, bold and beautiful typography, and hover effects all create the strong first impression. No matter what category users pick, the website directs them to the tabbed listing page, but anchors them in their choice. Through the director listing page, users have the option to dive into their portfolios.
Each portfolio showcases the full-screen image gallery first, then the director's name and “view reel” button are place on top. The parallax effects bring up more featured reels, plus the biography, awards, and special recognition. The dark interface echoes the characteristic of film industry's artistic nature, and all information is very conveniently placed, allowing the user to navigate very intuitively and easily find their way back to the previous listing page.
Every page of this site is unique in it's own right. It uses different layouts, functionalities, and storytelling to help users explore the site longer. The site is also responsive and works perfectly in each breakpoint. It flawlessly breaks on various devices and creates a seamless connection across these devices.
Tool is a great website design in the Arts & Recreation and Technology industries.
