Portfolio Advice That Actually Matters

I've looked at a lot of portfolios. Like, a truly ridiculous number. And whilst every designer has their own style and approach, there are some things that make the difference between a portfolio that gets you interviews and one that gets a polite "thanks, but not right now."

So here's what I tell every designer I work with, based on what actually lands well with Creative Directors and hiring managers.

Put Your Name On It

Sounds obvious, right? You'd be surprised how many portfolios I receive with no name anywhere. Yes, your CV has your contact details, but your portfolio should have your name on it too. Contact info is optional if you're sending both together, but your name? Non-negotiable.

Keep It Clean and Easy to View

Your portfolio should absolutely reflect your personality and design style. But here's the thing: if I can't easily see your work because the typography is impossible to read, the colours are fighting for attention, or the layout is so clever it's confusing, you've lost me.

Don't let the container overshadow the content. Your projects should be the star, not the way you've designed the portfolio itself.

Quality Over Quantity

Your showcase portfolio, the one you send to recruiters and potential employers, should be 20 pages maximum. Think of it as your highlight reel. Pick your top three to five projects that directly connect to the role you're applying for.

Applying for a retail position? Don't send a portfolio that's entirely hospitality work. Show them you understand what they need and that you've done it before.

Bring the Full Story to Interviews

Your presentation portfolio, the one you take to interviews, should be longer and more comprehensive. This is where you include all your favourite projects, the ones you're genuinely excited to talk about.

Digital is fine, but please, pre-download it or bring a hard copy as backup. I've sat in too many interviews where someone's scrambling with Wi-Fi or file sharing. Technology is great when it works, but always have a plan B.

Show Your Process, Not Just the Pretty Final Shot

Each project in your portfolio should tell the whole story. Start to finish, every step in between. Hiring managers and Creative Directors want to see that you understood the brief, how you responded to it, what your specific role was, and the input you provided along the way.

The glossy final render is great, but the journey to get there is what actually shows your thinking.

Make It Easy to Follow

Structure matters. Your portfolio and the individual projects within it should have a logical flow that's easy to navigate. This helps hiring managers move through your work without getting lost, and it helps you when you're presenting or discussing your projects in an interview.

If someone has to work hard to understand what they're looking at, you've already lost some of their attention.

Show Off Your Hand Sketching If You've Got It

Not every brief explicitly asks for hand sketching skills, but clients absolutely love seeing it. If you're strong at sketching, include samples in your portfolio. It's almost always seen as a major positive and sets you apart from designers who only work digitally.

Have Both a PDF and a Website

A website portfolio is brilliant for showing the full breadth of your work. But employers still prefer a PDF they can easily save, share, and review. The smart move? Use your PDF to showcase your three to five best projects, then direct people to your website if they want to see more.

It gives you control over the first impression whilst offering depth for anyone who's genuinely interested.

Only Include Work You Actually Love

This is the big one I see all the time. Designers include projects they don't even like, and then when we talk about them, they spend the whole time explaining what went wrong or why it's not their best work.

If you don't love it, don't include it. Your portfolio should be full of projects you're genuinely excited to discuss. That enthusiasm comes through in interviews, and trust me, Creative Directors can tell when you're proud of something versus when you're just filling space.

The Bottom Line

Your portfolio is doing one job: getting you into the room for a conversation. It needs to show your best work, tell a clear story about what you can do, and make it easy for someone to see why they should meet you.

Keep it tight, keep it relevant, and only show work that makes you think "yes, I want to talk about this."

If you're putting together a portfolio and want a second pair of eyes on it, or if you're wondering whether what you've got is landing the way you think it is, I'm always happy to take a look. I've seen what works and what doesn't, and I'm more than happy to share that with you.

Need portfolio feedback or advice on how to position your work for the roles you're going after? Get in touch. I'd love to help.

CV Advice That Actually Gets You Noticed

Here's something that might sting a bit: hiring managers and Creative Directors spend about 8 to 10 seconds looking at your CV. That's it. Less time than it takes to make a cup of tea.

So your CV needs to work fast. It needs to be easy to read, immediately clear, and interesting enough that they actually keep reading instead of moving on to the next one.

I've reviewed hundreds of CVs over the years and heard feedback from some of London's top Creative Directors and hiring managers. Here's what actually matters.

Start With the Basics

Your name and contact details need to be at the top. I know this sounds ridiculously obvious, but you'd be amazed how many CVs I've received with no name or no phone number. If a hiring manager is in a rush and can't immediately see how to reach you, your CV goes in the bin. Don't let that be you.

And please, no pictures of yourself. Just don't.

List Your Skills, Don't Rank Them

It's great to show all the software and skills you've picked up over the years, but don't rank them with little bar charts or percentages. You might think you're being helpful, but often you're just underselling yourself. List them clearly and let your experience speak for itself.

Nobody Cares About Your Grades

Unless you've just graduated and got a first or a 2:1, leave your grades off. Seriously. Don't list your final uni grade if it's a 2:2 or below, don't list individual module grades, and if you're past junior level, don't bother with GCSEs or A-Levels at all. Your work experience is what matters now.

Keep It Tight

Junior to midweight? One page. Senior to team lead or associate? Two pages maximum. Your most recent role should have the most detail because that's what's most relevant. As you go back in time, the descriptions should get shorter and more concise. Only include responsibilities or projects that actually matter for the role you're applying for.

If you're padding your CV to fill space, you're doing it wrong.

Make It Look Good, But Keep It Readable

By all means, use colours and typography that reflect your personality and design style. But keep it professional and clean. If someone has to squint or work hard to read it, you've lost them. Remember, you've got 8 to 10 seconds. Make them count.

Your Words Matter

Avoid clichés like "team player" and "hard-working." Everyone says that. Instead, show those traits through your actual experience. What did you do that demonstrates you work well with others? What projects did you deliver that prove you're dedicated? Let your work speak instead of relying on tired phrases.

Hobbies Should Add Something

If you're going to list interests, make sure they're either relevant to the role or genuinely interesting. "Watching TV" is not a hobby. Neither is "socialising." If you've got nothing that adds to your story, just leave that section off entirely.

Proofread Until Your Eyes Hurt

Then get someone else to proofread it too. A parent, a friend, a flatmate, anyone. Typos and grammatical errors make you look careless, and that's not the impression you want to give. If you don't have anyone to ask, use Grammarly or another tool. Just make sure it's clean before you send it.

Don't Leave Unexplained Gaps

An unexplained gap on your CV looks worse than the actual reason for the gap. If you took time out to travel, do volunteer work, deal with health issues, or handle family matters, just say so. Keep it short and sweet. You don't need to give details you're uncomfortable sharing, but acknowledge it. It shows you're upfront and honest, which matters.

Tailor It Every Single Time

This is the one that separates people who get interviews from people who don't. If you're applying for a hospitality design position, your CV should highlight hospitality work. If you're going for a retail role, focus on retail experience. Don't send the same generic CV to every job and hope something sticks.

Hiring managers can tell when you've actually read the brief and tailored your application, and they really appreciate it.

The Bottom Line

Your CV is your first impression, and you don't get a second chance at it. Make it clean, make it clear, make it relevant. Show them quickly why they should care, and give them a reason to pick up the phone and call you.

If you're not getting responses and you're wondering whether your CV is the problem, I'm always happy to take a look. Sometimes it's just one or two tweaks that make all the difference.

Need a second pair of eyes on your CV? Want to make sure it's actually working for you? Get in touch. I'd love to help.