Recently I was overwhelmed with literally thousands of resume packages from young graphic designers, responding to our job opening at a Los Angeles, CA design firm. After going through each piece, we decided to call back about fifteen of the candidates for a formal portfolio review.
To our disappointment however, we were unable to nail down the perfect candidate for the job and had to go back and forth with another twenty designers until we found the perfect fit. It was obvious that everyone we interviewed was experienced, dedicated and intelligent, but we needed to know how diverse they can be, in terms of design style - which none of them reflected in their portfolios.
Well, American Design Awards gave me the opportunity to communicate with young designers, and let them know what art directors are looking for, when hiring a designer. Here are some ways you can improve your chances of landing your ideal job, by means of keeping a diverse and impressive portfolio.
In everyday business, we come across many business owners from various backgrounds looking to improve their business image by means of developing better and more modern design pieces. From logos and web sites to advertisement pieces and mailers, our clients not only have to maintain their own identity, but also cater to their clients and customers' tastes. That's why it is your job as designers, to have a diverse range of styles, suiting everyone's needs.
Here is what I suggest all portfolios should have:
1. Conservative Design Pieces, such as a brochure from a conservative bank, hospital and law firm. If you haven't had the opportunity to work with such a targeted client list, then make them up. Come up with a fictitious name of a bank, such as "ABC Bank of California", and design a logo, letterhead, brochure and web page, based on what you perceive this conservative bank of yours will need.
2. Modern Design Pieces. Take a furniture gallery catalog cover, art gallery logo, or a brochure of an in-dashboard navigation system, as an example. Again, if you haven't had the chance to work for such clients, make up an imaginary company, and design specifically to that industry's taste. Young designers should distinguish between what they deem appropriate or appealing, rather than what the industry or company that they are designing for, requires.
3. Elegant Design Pieces including, a web page for a make up company, logo for a fashion designer, or an ad for an over priced champagne or mustard. Again, the company or product doesn't have to necessarily exist, but it is very helpful to see the broad range of one's abilities, when working under a set of strict guidelines.
4. Fun and Wacky Design Pieces can really bring out your true side, and convey to your perspective employer how creative you can get. Don't worry about limitations, because we expect that of designers.
And finally, don't settle for an inexpensive 3 ring binder as your portfolio. A good portfolio should cost between $100 and $300, depending on style, size and material, and organized either by industry or by type of work (i.e. Logos, Brochures, Web Pages, etc.). Although the old saying about not judging a book by its cover sounds very cliche, in this case, we do judge a designer by what he or she is presenting her artwork in.
Make sure you dress for the part, and be prepared to leave a "souvenir" with your potential employer - this way they can instantly relate you and work together, without going back to review your resume or their notes. This could include a self promotion brochure, business card, or even a newsletter about yourself and your interests. Sometimes it doesn't really matter how talented you are, but rather how flexible, imaginative and diverse you can be.
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