Portfolios are like all great things in life: on the surface, they tend to look effortless but behind that facade is a ton of blood, sweat and self doubt.
I’m no stranger to portfolios. My first one was pieced together back in 2006 inside a cheap, borrowed vinyl cover full of thin, plastic sheets. Even with its lack of prestige, it helped me land my first design internship. From there, I refined the look, invested more money into assets and eventually, translated my print book over to digital.
With nearly 10 years of creating portfolios behind me, you would think it gets easier but the same sticking points always pop up. Creating a portfolio is pressure-packed because it’s a culmination of your entire career sandwiched into a handful of projects. And that, my friends, is no easy task!
As I’ve been reworking my own portfolio this month, I wanted to share my top 5 tips to make your process easier:
1. Focus on quality over quantity
It doesn’t matter how prestigious the client is if you don’t feel strongly connected to the work. Bottom line: if you don’t want more of it, don’t share it. I’ve completed projects for the NBA, NFL, Forever 21, Foot Locker, Virgin Records and Adidas but the aesthetic no longer fits my current style of work so I’ve chosen to leave them out.
Tightening up your portfolio and focusing on only your absolute best work can be scary because you’ll have less work to show. That’s okay! Always remember: you don’t need to be everything to everyone. With this fine-tuned approach, you may get less inquiries but the ones that do come in will be more solid and lucrative.
As a side note, If you’ve done work for big name companies but don’t want to share the outcome due to a nondisclosure agreement or it just not being your style, the solution is to add them to a list of clients you’ve worked with on your website. That way, you still get the recognition.
2. Tell a story through your order
What kind of story are you trying to communicate with your body of work? When you’re arranging projects in your portfolio, there needs to be a beginning, middle and end.
The golden rule is to always start and end with your strongest projects. These are the bookends of your portfolio that make you memorable. In between, this is your opportunity to tell more of your story but make sure to mix it up! If you have two strong projects from the same genre, don’t put them next to each other because then it then becomes a comparison game to the viewer. “Oh, the last one was WAY better.”
When I’m deep in the zone of arranging, I’m thinking about the following: genre, services offered, masculine vs. feminine styling and the color story. Remember, there is no right or wrong way to arrange your projects but you should have a reason behind the order.
3. Include brief but powerful descriptions
While a picture is worth a thousand words, it’s important to frame up each project with a brief backstory. A few sentences is plenty. And, if writing isn’t your strong point, it’s totally okay to hire a copywriter to polish up your ideas. Portfolios are a direct gateway to your next job so spelling and composition must be spot-on.
To get you started, a basic project description usually includes this three part format:
1. Title: client / project name, date completed
2. Subtitle: services offered
3. Description: explain how you helped them achieve their desired outcome
4. Mock it up
If your client only had a budget for a brand identity but it’s one of your best pieces of work, show its full potential with mockups. While people viewing your portfolio do care about your actual work, they also want to see the bigger potential of transformation. They want to be moved and inspired enough to hire you.
A logo on its own doesn’t express its full breadth but when mocked up on business cards, websites and products, it becomes larger than life. My favorite sources for mockups these days are Pixeden and Creative Market.
5. Specialize, specialize, specialize
A truly great portfolio attracts and repels in equal measures. Stand your ground and be confident in what you want more of. The immediate effect of being confident and selective is that you can position yourself as an expert in certain areas instead of being a jack of all trades. And by doing this, over time you’ll be able to charge more for your services.
These days, I want more lifestyle, beauty, food and fashion brands so that’s nearly all I show. It’s amazing, too — once I elevated the two beauty brands I’ve worked with in my portfolio, larger beauty offers began rolling in.
Saying no isn’t easy but drawing a line in the sand will allow you to have more time to focus on the projects you truly love.
Portfolios are a constant work in progress but it feels good to know that what you’re showing is your best possible presentation.
If you still have questions about your portfolio, let me know in the comments!