Note: Read >>Lessons/ Lesson 1: Portfolio before proceeding

Before you begin building your portfolio, take time to reflect on your goals. Your portfolio should be a carefully choreographed presentation, grounded in an understanding of the field and the opportunities available to you. Review and thoughtfully answer each of the questions below. Honest reflection and personal insight will help guide decisions that may shape your future career.

Be as detailed as possible in your responses. The goal is to identify where you should focus your time and attention. Be (brutally) honest.

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Part A: Where Are You Currently?

1. What has been your favorite class? Explain why.
2. In which class do you feel you produced your strongest work? Explain why.
3. List three class projects you are proud of. Why?
4. List three class projects you feel need improvement. How and why?
5. Describe or list any out-of-school projects related to your career.
6. List all design programs you know “like the back of your hand.”
7. List all design programs you don’t know as well but feel you should.
8. Who do you imagine will be reviewing your portfolio?
9. What do you think they will be looking for?
10. What characteristics do you want your portfolio to convey about you?
    Imagine you are not present to walk the reviewer through it.
11. List at least three companies, agencies, designers, or artists whose work you admire.
    If you can’t name any, do the research and identify some.

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Part B: What Are Your Short-Term Goals?

What type of designer are you, or what type would you eventually like to become?
Refer to the lists below. Rank your choices in order of preference (#1 being your dream job).
For your top two selections, explain why.

Illustration

• Advertising Illustration
• Animation, Gaming, and App Design
• Character Development (Television, Film, or Print)
• Comics, Cartoons, and Graphic Novels
• Children’s Book Illustration (picture books, chapter books, middle grade, YA, book covers)
• Digital Illustration
• Educational Illustration (products, games, apps, textbooks)
• Editorial Illustration
• Fashion Illustration
• Gallery and Exhibition Installations
• Illustrator Representative / Agent
• Illustration for Licensing and Products (surface design)
• Print Media
• Publishing
• Storyboard Artist
• Technical Illustration
• Scientific Illustration
• Toy Design
• Visual Development Artist (Film, Entertainment, TV)

Graphic Design

• Brand Identity Design
• Brand Strategy
• Typography
• Color Palettes
• Logo Design
• Business Cards and Stationery
• Icon Systems
• Brand Guidelines

Marketing & Advertising Design

• Print and Digital Advertisements
• Social Media Graphics
• Podcast Cover Art
• Banners
• Marketing Emails
• Brochures and Posters
• Billboards
• Vehicle Wraps
• Pitch Decks and Presentations
• Packaging Design

Web, Product, and Editorial Design

• Web and User Interface Design
• Print and Publication Design
• Book Covers
• Magazine and Newspaper Layouts
• Menu Design
• Album Covers
• Merchandise and Apparel
• Stationery, Lettering, and Type Design

Content, Strategy, and Media Roles

• Graphic Designer
• Art Director
• Creative Director
• Brand Manager
• Assistant Brand Manager
• Marketing and Brand Specialist
• Campaign Manager
• Content Creator
• Digital Content Coordinator
• Social Media Specialist / Strategist / Manager
• Copywriter / Ecommerce Copywriter
• Photographer
• Market Research Analyst
• Digital Web Analytics Specialist
• Promotions and Events Coordinator
  

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12. Describe the types of projects you see yourself ideally (or eventually) working on.

13. Who do you imagine yourself working for? Based on your online research, select one and describe:

• Company or organization
• Job title and responsibilities
• Design or ad agency
• Independent contractor or freelancer

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Part C: What Are Your Long-Term Goals?

14. Vision Statement

• Where do you see yourself in five years?
• Where do you see yourself in ten years?
• Write a paragraph describing your ideal workday.

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Elevator Pitch

Connecting your goals into a clear path forward: based on your self-reflection, explain who you are and what you do in 30 seconds or less.

This is known as your elevator pitch. Imagine spending three minutes in an elevator with an Art Director you would love to work with. What would you say? Use the prompt below as a starting point, then revise and personalize it. Check your grammar and clarity.

Hi, my name is ________. I create/design ________.
I am currently studying at / recently graduated from ________ with a BFA in Communication Design. My focus is/was in ________. I am looking to work at ________ or gain experience in ________.

Additional Resources: How to Write an Elevator Pitch as an artist

Additional Resources: How to create a graphic design portfolio

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Personal Identity System

Over the next several weeks, you will develop your own identity system.

An identity system is a visual design system that leverages shared characteristics across related elements to create a unique, memorable, and distinguishable identity. While often summarized by a logo, an identity system encompasses much more.

Because this system is a visual reflection of who you are and what you represent, every piece of promotional material you create should reinforce a consistent visual language. Strong identity systems communicate clearly by maintaining a high level of consistency.

The first step in creating your identity is understanding who will see it. To prepare for your job search, you must clearly define what you are looking for.

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Your Brand

You are designing an identity for yourself—not a client. While your logo is an important component, it is only one part of a larger system. All elements should work together to communicate a consistent message about who you are.

Your Name

Your name is already part of your identity. It is how people recognize you, and while many things may change over time, your name will likely remain. One of the primary goals of branding is recognition—there is no need to reinvent what is already working in your favor.

Keep It Simple

Your logo should:

• Work across a variety of applications without overpowering the content
• Resize well and remain legible at small sizes
• Function in black and white, not relying solely on color
• Reproduce cleanly in print (e.g., resumes printed by HR)
• Be memorable and recognizable over time

Types of Logos to Consider

• Logo mark
• Monogram
• Signature

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What Does Your Logo Need to Say About You?

This is an open-ended question you must answer clearly. Consider how your logo should serve you and the impression it should leave. Create a list of adjectives that describe your desired brand identity, such as:

• Professional
• Capable
• Organized
• Clever
• Detail-oriented
• Strong design sensibility

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Additional Components of an Identity System

• Personal identity system (logo, logo mark/monogram, signature)
• Optional mini style guide (color palette, typography, etc.)
• Resume
• Cover letter
• Business collateral (digital letterhead and business card)
• Social media profile images (Facebook, Instagram, LinkedIn)
• Social media cover images
• Social media accounts (LinkedIn, Instagram)
• Process book (sketches, research, notes, drafts)
• Digital portfolio
• PDF portfolio
• Optional physical portfolio

Additional Resources: What Is Personal Branding

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HW: Building the Brand of You

This assignment focuses on organizing your materials and beginning to define your personal brand. You are not expected to have everything “figured out”—this is about exploration, reflection, and getting your ideas out of your head and onto the page.

1. Continue Building Your Main Portfolio Folder

Continue adding work to your Main Portfolio folder. Make sure your projects are organized clearly and consistently.

• If you haven’t already, email me the link to your folder
• Do not add new projects—work with what you currently have

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2. Upload Your Resume

Add your resume to your Main Portfolio folder in one of the following formats:

• PDF
• Word document
• Google Doc

This can be a draft. It does not need to be final.

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3. Create an “About Me” Document

• In your Main Portfolio folder, create a document titled “About Me.” Include the following:
  • Name
  • Creative title (designer, illustrator, etc.—this can evolve)
  • Email
  • Website URL (if applicable)
  • Link to your LinkedIn profile
  • Your original elevator pitch
  • Part A: Where Are You Currently? (your self-assessment responses)
  • Links to portfolio inspiration, with a short explanation of why you chose each example

This document will become the foundation for your website’s About page, LinkedIn profile, and future introductions.

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4. Moodboard: Personal Identity Exploration

Create a moodboard that begins to explore your personal identity system.

• Your moodboard can include:
  • Color palettes
  • Typography references
  • Logos or identity systems you admire
  • Imagery, textures, patterns, or visual styles
  • Words or adjectives that describe how you want to be perceived

This can be created in whatever tool feels most comfortable.

Add the moodboard to your Main Portfolio folder.

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Deliverables Checklist

By next class, your folder should include:

Moodboard for your personal identity

Organized project work

Resume

“About Me” document

Overview

A portfolio is a curated collection of your best work that you can share with potential employers, clients, or anyone interested in what you do. Ideally, it demonstrates the breadth of your skills, expertise, and versatility—and helps you land the jobs and clients you want to work with.

Over time, it will evolve and should always reflect both your current work and the work you aspire to do. As part of this visual presentation, your work should speak for itself. Projects should include minimal supporting details—such as client name, title, and/or concept—only when clarification is needed. This is also an opportunity to develop a visual language and supporting imagery that help solidify your personal brand and reputation (see Lessons / Identity System).

The Job Search

It may be hard to believe that you can make a living doing something you find compelling and exciting—something you truly enjoy. Finding your first job, whether it’s a summer position or an internship, is not only an important step in launching your career; it’s also an exploration of the field and a continuation of the learning process.

Over the course of the semester, you will prepare all the content needed for a successful job search in your chosen career. As you get ready to present yourself and your work in a portfolio, you will begin by researching and reflecting on the following:

1. Yourself: your motivations, strengths, and weaknesses
2. Your work: its nature, style, and range
3. The job market: corporations, design offices, and a wide variety of other businesses that employ designers.

Who Is Your Audience?

When developing a portfolio, a helpful starting point is to consider who might be viewing it and under what circumstances.

Creative Directors, Art Directors, Sr. Designers, Managers, Account Planners, Directors, Marketing Directors, Strategists, Editors, Publishers, Media Planners, Social Media Strategists, PR, Copywriters, Recruiters?

Will you always be there to walk them through it? Probably not. Your portfolio should be clear and compelling whether you are present or not—and regardless of the screen or format it’s viewed on. This raises an important question: digital or print (see below)?

Types of Portfolios

Digital Vs. Print: >>Recommended article

Online

• Use a website template if you’re not familiar with web development—especially if you’re not a web designer. However, this should only serve as a foundation; the overall design should be your own. Do not use the template as-is.
• Many hosting sites offer free or cheap templates that are easy to update.
• See a list of hosting platforms for online portfolios.
• Do your research. Try a few website templates to compare functionality.

Print

• Replicates the look of book covers/interiors, children’s books, magazines, newspapers, comics, packaging, surface design, etc.
• Gives clients a more accurate sense of color in print form
• Printing can be costly

Compiling and Editing Work

Your portfolio should showcase your skills, process, personality, and potential. One way to do this is to be prepared to discuss the following for every piece included:

• Concept
  Think big picture. What is the overall idea?
  You should be able to clearly explain this in a meeting or interview.
• Thought Process
  How did you move from start to finish?
  This may include brainstorming, sketching, mockups, and research.
• Use of Typography
  Readability, legibility, style, and overall design sense.
• Composition
  Balance, focal points, and use of positive and negative space.
• Craftsmanship
  Work should feel polished and client-ready or “gallery ready.”
  Ask yourself: does anything need refinement or correction?

How Many Pieces to Include?

Including too many projects can be distracting and overwhelming. The ideal number depends on whether your work, taken together, demonstrates range in skills, process, personality, and potential.

A strong target is 8–15 pieces. You can always curate or tailor this number depending on your audience and context.

Organizing and Structuring Work

1. Organize your work into clear categories, such as:
   • Illustration, graphic design, photography, animation/motion graphics, etc.
2. What subcategories can you break your work into?
   • Illustration: comics, children’s books, storyboards
   • Graphic Design: branding, lettering, advertising
   • Broadcast Design: commercial, experimental, documentary
3. Ask yourself:
   • Do you have multiple images or variations for a single project?
   • Is the work best presented as individual pieces or as a series?

Additional Components

1. Personal Identity System (logo, logo mark/monogram, and signature)
2. Optional: mini identity style guide (color schemes, typography, etc.)
3. Resume
4. Cover Letter
5. Business collateral: digital letterhead and business card
6. Social Media icons, or profile images (avatar): FB, IG, and LI
7. Social Media cover images: FB, IG, and LI
8. Social Media accounts: Linkedin, IG, TT
9. Process Book: sketches, research, notes, and drafts
10. Digital Online Portfolio
11. PDF Portfolio
12. Optional: Physical portfolio

HW: Gather, Organize, and Research

1. Begin organizing your work (Hi-res images, links, descriptions)
   Create a master folder in Google Drive called “Main Portfolio.” Start placing your projects into this folder and organizing them using the sample provided as a guide. Do not add new assets—only organize what you currently have.

1. Write an elevator pitch.
   • An elevator pitch is a 30-second to 1-minute introduction to a potential employer or client. The term refers to the limited time you might have to tell your story if you ran into someone unexpectedly. Your pitch should highlight your expertise while telling a compelling story about why you are uniquely suited for the role.
   • This pitch will form the foundation of your About page, LinkedIn profile, and in-person introductions. It will also help guide your logo and website design.
   • Create a document in your main Portfolio folder: Write this as a story—not just a list of answers. Look for creative and authentic ways to introduce yourself.
     • Who are you?
     • What do you do?
     • What makes you unique?
     • What are your goals and objectives?
     • What types of organizations do you hope to work with immediately?
       
       
2. Research the Industry, the Job market, and find Inspiration.
   
   Research five companies or designers you would like to work with. Choose people or organizations whose work you respect. These may include favorite brands, products, studios, or individuals.
   • Use the provided Google Sheet and make a copy in your Main Portfolio folder.
   • Start with at least the Phase 1 sections.
   • If information is available and you choose to continue, move on to Phase 2.
   • Toward the bottom of the sheet, save examples of portfolio websites you find particularly effective.
3. Create your LinkedIn page (if you have not begun one yet)

Additional Resources

Creating Case studies

• How to write project case studies for your portfolio
• Your case studies contain clues to your future.
• A visual guide to writing portfolio case studies
• The portfolio case study is broken (interesting perspective)
  • Visual Example

1. >> How to create a graphic design portfolio (UAL)
2. >> How do I create a graphic design portfolio? (Penguin)

Next lesson >>Lessons/ Lesson 2 Self-Assessment