The Dots held a Graphic Design Portfolio Masterclass in partnership with Shillington, at the world’s largest independent design consultancy—Pentagram. The workshop gave talented budding Graphic Designers the opportunity to have their portfolios reviewed by Pentagram Partners and a handful of the UK’s top Creative Directors, Art Directors and Heads of Design.
Last month, we shared reflections from Shillington students, and this month we’re hearing straight from the industry leaders! The Dots team managed to steal a few minutes with each of the industry leaders to ask them for their top tips for Graphic Designers.
Show off your technical skills.
A common point among the industry leaders was the notion that you should show all of your abilities in your graphic design portfolio, but make sure it’s interesting.
Leif Podhajsky in particular said “I would like to see a set of designs where you can show me a good layout, where you can pick a typeface, that you’ve got basic coding skills, that you can take a photo, that you can do something from concept all the way through to completion […] if you can show me an interesting way of how to do those then you’ve got a pretty good portfolio”.
Less is more!
That being said, you don’t want to overload the interviewer with heaps of projects and briefs you have done. As Paul Pensom (Art Director, Creative Review) says, “always remember that your portfolio is a calling card, not a filing cabinet, so don’t throw everything into it. You’ll be remembered for one or two pieces. Choose carefully and edit ruthlessly.”
Jane Scherbaum (Deputy Head of Design at the V&A Museum) agreed with this, adding that one should “edit, edit, edit. Distil everything down to the really really strong projects that communicate what you as a Designer are about. Include work that you can really talk about, what’s the central idea to each project, distil it down to that. Tailor your portfolio to the viewer. That all comes back to ‘edit, edit, edit’”. So, if it’s good enough for Jane to repeat, it’s good enough for us–EDIT!
Prepare & Research.
It’s not enough now to simply know what to say about your work. Research the agency that you’re applying for and the interviewer. Additionally, know what the agency stands for and why you would be a good fit. As Harry Pearce (Partner at Pentagram) told us, “my tips for an interview are to be calm, be clear, know about the person that you’re meeting. Understand their work”.
Still, don’t just prepare to impress, prepare for criticism as well. As Corrie Anderson (Head Lecturer at Shillington College) perfectly summarised, “be prepared to take on criticism as people will ask questions and potentially be critical”.
Accepting critique is a valuable part of growth. Take it on the chin. If you respond positively, you’ll earn massive brownie points with potential employers. Think of it as training for presenting work to clients. Remember, they’re not going to love everything you do!
Be confident, be friendly & be inquisitive.
Timba Smits (Creative Director at TCOLondon and Shillington graduate) top interview tip is to “come into that room and just try to be as natural as possible. That’s easier said than done, of course, but I’m just a person; I’ve been in the same seat. Walk in with confidence and a bit of flair behind your portfolio”.
So, there is no need to be nervous before an interview. Your interviewer has been there, he or she knows how you’re feeling and can totally empathise!
Paul Pensom, in his brilliantly succinct fashion, summarised his tips like this—“be confident, be friendly and be inquisitive”.
Explain process behind the idea, tell a story.
Naresh Ramchandani (Partner at Pentagram) strongly advocated this idea, telling us that you should “really take the trouble to explain your work as you are showing it, rather than assume the work explains itself. He said, “I think the narrative, the heart and the intention that you’ve got behind the campaign or the piece of work, is as much what you’re buying when you hire someone as the piece of work itself. The personality has got to come out as well as how accomplished you are”.
Simply put, employers are looking for people who have great ideas. Explaining the story and process behind work is a great indication of how your mind works.
Be Succinct, don’t waffle.
However, lengthy explanations aren’t every interviewers cup of tea. Be succinct and don’t overload the interviewer with information. If they’re interested, they will ask. As Timba Smits puts, “let your work do the talking and just try to be the rose amongst the thorns”.
Harry Pearce actually preferred to simply look at the work, suggesting that designers should let the person who’s interviewing discover the work in your graphic design portfolio, rather than over explaining or embellishing. He added, “So many who interview with me, tell me how much fun they had doing something. I’m really not interested in that. I’m interested in the quality of what you’ve brought to show”.
However, every interviewer is different. Early on the interview, try to gauge early on if they’re the type of person that responds to a story or would prefer to simply look at your work and ask questions. Remember, it doesn’t do any harm to ask the interviewer if they’d like you to talk about the story behind specific projects. That will be your chance to get excited about the journey and engage your audience. Everyone loves passion!
Thanks to The Dots for putting together this amazing summary! Looking to get feedback on your portfolio? The Dots host monthly Portfolio Masterclasses, focusing on a variety of professions. Register your interest in upcoming Portfolio Masterclasses here.
Top Video—advice from Timba Smits, Creative Director TCO London and Shillington Graduate. Watch video advice from industry leaders.
Photography—Jack Woodhouse.
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