Creating and Presenting a Powerful Portfolio · Made to Order: Customizing Content 10 On ... framework of a client’s objectives In most cases, avoid showing work that’s more than

Creating and Presenting a Powerful Portfolio

The world is but a canvasto the imagination.

-Henry David Thoreau

creativegroup.com

http://www.creativegroup.com/


http://creativegroup.com

Table of Contents

Introduction: Branding Your Book 4

The Right Mix: Selecting Samples 6

The Scheme of Things: Organizing Items 9

Made to Order: Customizing Content 10

On Display: Finalizing the Look and Feel 12

Getting Technical: Building an Online Portfolio 16

Portfolio Checklist 18

An Extra Hand: Working With a Staffing Firm 2 1

Time to Shine: Presenting With Maximum Impact 22

Constant Care: Maintaining Your Portfolio 24

About The Creative Group 26

2 3The Creative Groupcreativegroup.com


Introduction

Branding Your Book

As a creative professional, you help companies build memorable

brands for a living, but how skilled are you at marketing your

own brand of talent? A portfolio is your primary branding vehicle

and should accurately capture your particular strengths and

qualifications. Ultimately, it should represent the essence of your

brand and distinguish you from others.

A successful search for design work — either full-time or freelance —

requires an online and hard-copy portfolio. A web presence may

help you get your foot in the door, but many hiring managers still

expect you to come to an interview with a well-crafted book in hand.

This guide is designed to help you create both an online and a

physical portfolio that best showcase your talents. The information

is based on TCG’s experience placing thousands of interactive,

design and marketing professionals with companies throughout

North America, as well as insights from our staffing and recruiting

teams. We hope it is a valuable resource as you create the unique

brand that is you.

Not a Designer?

You should still consider putting together a portfolio. Copywriters,

account executives, and project and marketing managers can greatly

benefit from a well-crafted book. Because professionals in these and

similar roles often don’t bother to develop this valuable job-search tool,

doing so can set you apart from the competition. It also gives you an

opportunity to clearly demonstrate how you’ve risen to past business

challenges with actionable solutions.

A portfolio iseverything to a creativelooking for a job.

-DJ StoutPARTNER , PENTAGR AM



The Right Mix

Selecting Samples

The importance of building a strong body of work cannot be

overstated. Your portfolio not only gives employers a sense of your

talent, but also shows them how adept you are at marketing your

most vital brand: you. That’s why it’s essential to only include your

greatest work.

The goal is to select items that best represent your core strengths

and industry experience while showcasing your creativity, technical

ability and range. Advertising and marketing executives surveyed

by TCG said they prefer to see eight items, on average, in someone’s

portfolio — so seven to 10 pieces should suffice for your physical

book. In an online portfolio, you can include more samples, as long

as they’re organized by category and easy to navigate.

I like a really focused portfolio. If you’re a

designer, I don’t want a section in the back

on photography or illustration. - Christopher Simmons PRINCIPAL / CREATIVE DIRECTOR , MINE

Include eye-catching items that highlight your ability to:

• Think strategically

• Communicate complex concepts

• Utilize multiple software applications

• Solve real-world problems within the

framework of a client’s objectives

In most cases, avoid showing work that’s more than five years old.

While it’s natural to develop an affinity for certain pieces, don’t

include dated samples unless they were particularly high-profile.



Quick Tip: Open and Close With a Bang

Always start with your best piece. It should showcase your talent,

but more important, it should encourage conversation about your

strengths. The next few items should fuel further dialogue with the

person reviewing your work. End on a high note by making your

last item your second-strongest sample. The Scheme of Things

Organizing Items

Once you’ve selected your samples, arrange them for maximum

impact. The method of organization you choose should be based on

the type of client you are meeting with, your area of specialization

and your experience. Consider one of these common formats:

Industry-specific

Many clients, especially large corporations, want to see a full

representation of the pieces you’ve produced that relate to their

specific line of business. For example, a hospital may be primarily

interested in reviewing work that you’ve completed for the healthcare

industry.

Media specialty

Some agencies and clients, particularly those seeking individuals

trained in using a specific medium, prefer to examine samples by

work type rather than industry. In these cases, group together similar

pieces, such as illustrations, environmental design, identity work and

direct mail.

Chronological

This format — in which you organize your portfolio chronologically,

with your most recent projects displayed first — is helpful for entry-

level designers because it emphasizes professional progress and

creative development rather than volume of work.

A great portfolio hasto be simple tounderstand, quick to browseand easy to access.

-Armin VitPRINCIPAL , UNDERCONSIDER ATION



Made to Order

Customizing Content

Your portfolio should resemble a well-written resume — it should be

relevant and easily customized. Always match your qualifications with

the unique needs of the potential employer.

How will you know which skills to highlight in your portfolio? A brief

investigation into the business will help. Before you prepare any

materials for a potential client, visit the firm’s website and peruse

its company history, portfolio, press releases and anything else you

can find. Many firms also have Facebook and Twitter accounts, and

following these social media feeds can give you a better feel for the

company culture.

Dig up information that originates from other sources, too. Plug the

company name into a few search engines and look for news articles,

award wins and blog mentions. Find out if members of your personal

Relevancy is important when showing a

portfolio. Try to include pieces that have a

good chance of connecting with the tastes

of your potential client or employer. - Jim Krause PRINCIPAL , J IM KR AUSE DESIGN

and professional networks have any first-hand experience with the

company or know someone who does. One of your contacts might be

willing to provide insight you wouldn’t find anywhere else.

When conducting research, your objective is to identify how your

talents can best serve the company. Address these points in both

your portfolio and presentation, and you’ll increase your chances of

impressing your business prospects.



On Display

Finalizing the Look and Feel

Creating a compelling portfolio isn’t just about including the right

number and assortment of samples. It’s also about making your

collection of work aesthetically pleasing and easy to navigate.

Following are some ideas for displaying your items for maximum

impact. (See Page 16 for tips on your online portfolio.)

• Select a portfolio format that complements your particular

style and body of work.

• Make sure all samples are free of smudges, folds, tears or

extraneous markings.

• Show one item at a time to avoid a chaotic, cluttered look.

• Protect fragile pieces with plastic covers so they don’t get

damaged during review.

• Use pocket pages for your resume, biography and client list.

• Carry bulky or odd-shaped items separately.Source:

TCG survey of 500 advertising and marketing executives. Responses do not

total 100 percent due to rounding.



Deciding on a Portfolio Style

Customizing your portfolio’s design gives you another chance to

show off that all-important creative spark managers are looking

for when they hire. Approach the design of your book as you would

a client project. Research your target audience and think through

how you’d like them to experience your work. Be sure to match

your portfolio design to your overall brand. It should fit with the

look and feel of your business cards, resume and any other job-

hunting materials.

Here are a few ideas:

• Handmade cases or custom-designed books

• Unexpected touches, such as a cloth cover with stitching

• Customized details on a standard case

• Altering an existing object, such as a small vintage suitcase

Labeling Your Work

Always include a brief explanation with each piece so reviewers

are less apt to misinterpret your work. Each label should include

the following information:

• The name of the client for whom you produced the piece

(be sure to obtain permission) and the date it was completed

• A sentence or two explaining the project objective and your role

• Software used to complete the project

• Any positive outcomes (awards, client praise, increased sales

or better customer engagement)

It’s important to get a sense of who thedesigner is: sensibility, personality, whatmotivates him or her. If your portfoliolooks the same as everyone else’s, whatcompels me to choose you?

-John CliffordPRINCIPAL / CREATIVE DIRECTOR ,

THINK STUDIO



Getting Technical

Building an Online Portfolio

Many managers use virtual books as a way to pre-audition candidates.

If your online samples pass the test, you may land an in-person

interview. So concentrate on making your online portfolio clear, well-

organized and easily accessible.

If you specialize in digital work, you should invest your time in a custom

website. It’s another opportunity to demonstrate your skills, and if you

work primarily online, you may never be asked for a physical book.

Employers will evaluate the design of your site, as well as the work

you’re showcasing on it.

If you don’t have extensive web skills, there are plenty of tools available

for getting your work online. Sites like coroflot.com, designrelated.com

and Behance.net allow you to create an online portfolio in a few simple

steps. An application called “Creative Portfolio Display” allows

Behance.net members to sync their portfolios directly with LinkedIn,

allowing even greater online exposure. A blog or Flickr set also provide

easy ways to show off your work.

Online portfolios have become essential if

you want to be perceived as “legit.” But it’s

also important to have something tangible

to send a prospect to make a strong impact

or reinforce your online materials. - Ilise Benun FOUNDER OF MARKETING MENTOR AND

AUTHOR OF THE DESIGNER ’S GUIDE TO

MARKE TING AND PRIC ING

Website Must-Haves

No matter which online portfolio method you choose, make it easy

for people to figure out who you are, what you want (e.g., a full-

time job or freelance work) and how to get in touch with you. Never

make people work to see your design samples. They’re more likely to

navigate away from your portfolio than deal with long load times or

cumbersome navigation.

Other tips to keep in mind:

• Make your contact information easily accessible from every page.

At minimum, include a phone number and an email address that

you check often.

• Put the emphasis on your design samples. They should be easy

for site visitors to find and navigate through.

• Divide your work into clear categories and provide brief

explanations for each sample — just as you labeled the pieces

in your physical book.

• Promote your website. Include the URL on your resume,

business cards and professional sites where you’re active.

If you comment in design forums or write a guest blog post,

include a link to your site to help drive traffic there. Do the same

on your LinkedIn profile.

• Update the site regularly. Replace old samples with new ones and

include news about what you’re doing professionally (via a blog

or career-related Twitter feed on your site, for example).

• Include a brief biography, full resume and partial client list (with

permission). These should give prospective employers a good

overview of your capabilities.

• Use basic SEO (search engine optimization) practices to make

your site easy to find. Do a quick search online for Google’s

“Search Engine Optimization Starter Guide” for a good overview.


http://www.coroflot.com/

http://designrelated.com/

http://www.behance.net/


Is the sample similar to the type of design work

that you’ll be asked to do in the job you’re

applying for?

Are you prepared to talk about the strategy

behind the piece and how you contributed to

that problem-solving process?

Can you talk about how the work contributed to

the company’s bottom line? Did it increase brand

awareness or customer engagement?

Did you overcome significant creative or

budgetary constraints or meet tight deadlines

while working on the piece?

Was the project award-winning or mentioned

in the press? Did you receive positive feedback

from clients or customers?

Is this truly one of your best design pieces?

Would you be proud to show it to friends and

colleagues?

Is every area of the piece strong, including typog-

raphy, color, layout, photography, strategy and the

results? Is the sample in pristine condition — with

no fading, tears, frayed edges or printing errors?

Is it something you’ve created in the past

five years? If not, does it still look current and

relevant?

Is the sample showing off your core strengths

as a designer — and giving you a chance to talk

about those key competencies?

Do you have the client’s permission to include

the piece in your portfolio?

Portfolio ChecklistAsk yourself these questions about each sample

before placing it in your book.



An Extra Hand

Working With a Staffing Firm

There are many benefits to enlisting the help of a staffing firm that

specializes in placing creative professionals. These organizations

can market your talent to potential employers and help eliminate

paperwork, such as invoicing and collections, that you generally

must manage yourself as an independent designer.

When you first visit a staffing firm, be sure to convey your complete

range of talents with recent work (no more than a few years old).

Although you typically don’t want to showcase more than 10 work

samples, make sure these items represent the full spectrum of your

skills. It’s also helpful to provide the staffing manager with a link to

an online version of your portfolio for future reference.

You can further assist staffing firms by customizing your portfolio

to the prospects they identify. It may require additional time and

diligence, but it will ultimately help you secure a job opportunity

well-suited to your skills and preferences.



Time to Shine

Presenting With Maximum Impact

The in-person review session is your primary opportunity to impress

prospective business contacts. While your creative work will be the

focus, remember that your interpersonal skills also will be evaluated.

At many design jobs, you’ll be presenting to clients — either internal

or external — so employers are looking for people who can talk

astutely about their work.

Preparation is key when it comes to impressing your audience.

Before meeting with a potential employer, jot down notes to

common queries you may be asked. (The questions featured in the

“Portfolio Checklist” are a good starting point. Visit TCG’s website

for tips on “Tackling Tricky Questions.” Rehearse your responses on

your own, and then present your portfolio to a family member, friend

or colleague. Ask for their honest feedback so you can remedy any

potential stumbling blocks.

Designers limiting their portfolio commentary

to “And then I designed this…” do not tell me

anything about their conception, production

or design processes. I always suggest that

designers practice in front of family, friends

or peers prior to an interview. - Jeff Fisher PRINCIPAL , JEFF FISHER LOGOMOTIVES

On the day of the actual meeting, arrive on time and with an upbeat

attitude. Remember the key points you want to convey, but be willing

to go with the flow if the interviewer veers off track. Also, be mindful

of the interviewer’s time. He or she may be on a tight schedule, so be

prepared to launch into a “top five” pitch (see below). By the time the

meeting ends, the prospective client or employer should have a clear

understanding of who you are professionally and the skills you bring

to the table.

Leaving Something Behind

After wowing hiring managers with your portfolio and presentation,

you can help keep your name and work top of mind with a leave-

behind. It’s something you give interviewers to remind them of who

you are and what you can do. It can be as simple as a well-designed

business card or as elaborate as a set of custom-designed coasters

or a booklet that features some of your work.

The Top Five Pitch

To prepare for an abbreviated review session, select five samples that best

represent your skills and align with the company’s creative needs. Once

you’ve made your selection, develop a 30-second pitch that addresses the

objective, your role and the results for each project. If executed successfully,

the streamlined “top five” presentation may lead to a more detailed review of

your entire book.


http://www.creativegroup.com/tacklingtrickyquestions


Constant Care

Maintaining Your Portfolio

No matter how much experience you gain or success you enjoy, it’s

crucial to view your book and website as works in progress. Update

them often to ensure they’re current and accurately showcase your

accomplishments.

Also, remember to save multiple physical samples and/or digital

copies of every project you complete — you never know when you

might need them. Store these items in separate files along with brief

notes. This information will help you write descriptive labels should

you decide to include these materials in your portfolio in the future.

Maintaining a strong portfolio is critical to your success as a creative

professional. It’s easy to let the work you do for all of your clients

take priority, but keep in mind that the hours invested in perfecting

your own personal brand will pay off for years to come. To ensure

your portfolio is always up to date, schedule time periodically to make

improvements. That way, you’ll be prepared for any opportunity that

comes your way.

A good portfolio isalways adaptable andcan be changedquickly to react to ajob opportunity.

-Austin BaskettBUSINESS STR ATEGY AND

MARKETING CONSULTANT,

AUSTINBASKETT.COM



About The Creative Group

The Creative Group specializes in placing a range of highly skilled

interactive, design, marketing, advertising and public relations

professionals with a variety of firms on a project and full-time basis.

Freelancers who work with TCG are provided with the freedom

of project work, the security of prompt payment, and access to

more than 8,000 online training courses on popular technical and

business topics. In addition, our project professionals receive access

to comprehensive benefits packages. The talent we represent

appreciate that our staffing managers typically have prior experience

working within the creative industry, which helps them better

understand our clients’ needs and freelancers’ unique skills and

experience.

For more information about TCG, please call 1.888.846.1668

or visit creativegroup.com.

Connect with us:

26 creativegroup.com



http://www.facebook.com/thecreativegroup

http://www.linkedin.com/company/the-creative-group

http://twitter.com/#!/CreativeGroup

http://www.youtube.com/user/TheCreativeGroupNA

The Creative Group

creativegroup.com

1.888.846.1668

© 2011 The Creative Group. A Robert Half Company. An Equal Opportunity Employer. TCG-0911-14303All referenced trademarks are the property of their respective owners.



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Creating and Presenting a Powerful Portfolio · Made to Order: Customizing Content 10 On ... framework of a client’s objectives In most cases, avoid showing work that’s more than