By Demetrius Goosbey II
Recently, I spent a few hours in a dark room under interrogation spotlights reviewing student portfolios. Most needed a great deal of work before heading out for their first real interviews. There were a few outstanding books that brought a tear to my eye due to their level of craftmanship, grasp of theoretical technique and downright snarky creative prowess.
Yet, pangs of guilt have begun to creep into my consciousness – was I too hard on the struggling creatives? What are the student’s instructors telling them? What advice did the creatives receive from the other reviewers?
I realized that part of my criticism and outlook was fueled by years of looking at portfolios with varying years of experience, but did not represent having an expert grasp on crafting dynamic creative. At the portfolio review, I witnessed the start of the exact same mistakes currently being made by seasoned professionals. Based on these observations, here are few portfolio-damaging mindsets to avoid:
• I’m feeling lucky. For noobs and seasoned creatives, have someone review your portfolio BEFORE showing it to potential hiring managers. You should receive unbiased advice from professionals who review portfolios on a regular basis. Have a creative professional AND a non-creative review your portfolio. Joining a local organization like the DC Ad Club (dcadclub.com) or Art Director’s Club (adcmw.org) will give you access to a large pool of individuals who are willing to give you their opinions – for free.
• I’m a jack of all trades. Many creatives attempt to sell themselves as illustrators, graphic designers, copywriters, proofreaders, strategists, web developers, etc. – all in one school-loan laden package. Having multiple skills definitely establishes one as being more “marketable” to potential hiring managers, but most portfolios appear to lack skill in nearly all aspects – instead of showcasing expertise in a select one or two areas. Reach out to others who study or who are experts in particular fields. If there’s a need for illustrations, contact professional illustrators or fine art departments at your local college or university. Need a web developer? Post a free-ad on craigslist. Copywriters… reach out to art directors who, obviously, have yet to grasp the nuances of the written word. Collaborating with others who specialize in key needs will not only help create a stronger portfolio, but garner important contacts for future services or new business.
• I was paid to do it, so it’s portfolio worthy. There’s a sense of gratification of working on your first piece that has been printed, broadcasted, uploaded to the web or tattooed on a soon-to-be-regretful butt cheek. A produced piece does not necessarily represent your best creative thinking. Many things can affect the final outcome of a creative product, from the decision-by-committee client to an over-worked creative director, bad decisions can happen that may distill the original impact of a creative idea. Only put your best work in your portfolio – even if it means going back and revising the piece to its original luster.
• Text is an unnecessary evil. Unless you work in video or are a photographer, most projects will contain varying degrees of text that do the heavy lifting of communication. Knowing how to work with typography and treating the text as a graphic element is an important skill that will never go away and must be represented in your portfolio.
• I’m a print purist. Face it. Electronic media is a standard. Many digital formats exist that allow creatives to showcase their work to garner an in-person interview. PDFs, portfolio sites or even designing and coding your own website are useful tools for prospective hiring managers. Resumes without attached PDFs or links to sample online creative are often discarded without deep consideration.
Creating and reviewing stellar portfolios not only produces top-notch candidates, but also supports the push for dynamic creative in the industry. Whether you’re fresh out of college or a 10-year veteran, make sure you take some time to evaluate the strength of the pieces in your portfolio. Chances are, you’ll create a more enjoyable interview experience for you and those reviewing your portfolio.
Demetrius Goosbey II is Creative Director at Equals Three Communications