A strong portfolio can set you apart in a crowded market.
But it’s not just about showing great work. It’s about how you present it, the narrative you build around it, and how effectively it aligns with what employers and clients are looking for.
Let me walk you through how to structure a portfolio that not only showcases your work but positions you as the obvious choice for the role. Whether you’re a designer, illustrator, or creative director, these steps will help you capture attention and leave a lasting impression.
Recently, I had a conversation with one of my mentees. He asked me to review his portfolio.
He had some impressive work. But it was bulky and unfocused. This is a common mistake. It’s understandable. When you’ve done great work over the years, it’s hard to resist showcasing every single piece.
But that approach won’t make you stand out.
In a market packed with talented designers, showing everything can dilute your impact. Focus on selecting the right pieces. The ones that showcase your depth, your style, and your ability to adapt across formats.
The work needs to have a point of view. Not just be a collection of projects.
Here’s how to structure it:
- Focus on Three Pieces of Work
Rather than listing every project, choose three pieces that showcase your capabilities. Think about work that highlights your style and can be scaled across multiple platforms.
As an example, if you are an illustrator, showing a single print ad doesn’t do much. Instead, focus on demonstrating your unique illustration style and how it was applied across various formats. Digital, print, merchandise, or even hypothetical applications. This approach reveals both versatility and scalability.
The goal is to demonstrate how the work can live beyond a single format. This approach shows potential clients or employers that the work is adaptable and can create a broader impact.
- Provide Context, Challenge, and Solution
Present the work as more than just visuals. Include the context . the brief, the goal, the reason you were brought in.
Outline the challenge, such as tight deadlines, complex clients, or unfamiliar industries.
Then, walk through the solution. Detail the process, key decisions, and the direction taken to resolve the challenge.
Highlight the specific role played in the project. Whether it was as the lead designer, creative director, or strategist, be clear about ownership and impact.
Include the rest of the team and their roles, but keep the focus on personal contributions. Include developers, photographers, or other designers involved, but centre the narrative around the work led and how it drove the outcome.
Sketches, wireframes, or live links aren’t necessary. The work itself and a brief explanation of the approach are enough. If the work is hypothetical, make that clear. Self-initiated projects are fine as long as the context is upfront.
- Have Multiple Case Studies Ready
Only three pieces are showcased at a time, but having a dozen or so case studies prepared provides flexibility.
Tailor the portfolio for each opportunity. If a job leans towards brand-focused work, select projects that align. For digital experience roles, pull out relevant digital projects.
A variety of projects demonstrates range without overwhelming the viewer. Including a link to the full portfolio . whether it’s on a personal site, Behance, or another platform . offers more context without diluting the impact of the chosen work.
A well-structured portfolio isn’t just about the work. It’s about how the work is framed, how it connects to the problem solved, and how it positions you for the opportunities ahead.
Stay focused. Be intentional. Let the work speak for itself.
If you’re working on your portfolio and want some feedback, feel free to drop a link in the comments. If you’d rather keep it private, DM me a link. I know not everyone is comfortable sharing work publicly, so I’m happy to review it privately too.