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Online portfolio company rebrands as Format

Toronto-based online portfolio company 4ormat has rebranded itself as Format, following a three-year effort to acquire the Format.com website domain name. The site is aimed primarily at photographers, illustrators and other creative professionals. To coincide with the new branding, the company has also introduced an updated version of its service that incorporates new features allowing users to more easily manage and customize their content.

"It's now clear that creative professionals want an easy-to-use yet elegant solution for creating and managing their online portfolio," said company CEO Lukas Dryja. "Everyone prefers to devote their free time to their creative passions, and for most creatives, that doesn't include learning to code or optimizing their website for mobile devices. The highly-competitive landscape of the creative marketplace demands that creative professionals publish their work as easily as possible, without needing to deal with web developers, servers or FTPs in order to update their sites."

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