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.
