Lecture notes: PORTFOLIOS & BRANDING

What is the purpose of a portfolio?

• A good portfolio should attract clients and as such it should get you work!
• It should display work to a high standard.
• It should show a consistent and recognisable style
• It should tell a story/communicate a message
• It should express your creative vision.
• It is a work in progress which grows and evolves

What should you include?

• High quality work
• DO NOT include 'padding'-poorer quality work included to bulk out the portfolio.
• Think QUALITY not QUANTITY!
• What does your portfolio/business look like as a brand? How is it recognised?

What does an art director want to see?

• Versatility
• Distinctive style

An art director's perspective:

• Detach yourself from emotional attachment to your work
• An art director is looking to solve a problem
• Start strong and end strong- memorable pieces
• Consistency is probably better than variety. Hvaing something typically 'you' is important.
• A mixture of styles/techniques/media may be confusing and misleading if that is not how you generally work.
• Seeing the same thing again and again and again which is only slightly different is annoying. Avoid making your client feel frustrated.

What form does it take?

• It can be anything visual, but may take the form of:
• A typical portfolio
• A PDF
• Email attachments
• iPad/iPhone etc
• Brand and identity- unique!
• It should be an extension of your personality/identity
• Effective for your target market
• Ensure it conveys the style you're promoting
• Will it transfer to other media (eg web, iPad etc...)

Every aspect of your approach to your brand will add up to give your client an impression of your business- make it a favourable one!

Useful websites
Five steps to designing a better portfolio

Building an illustration portfolio

http://inkygoodness.com/