Building a Portfolio

As an artist, your portfolio is the key to unlocking opportunities, whether you're pursuing commercial illustration, children's book art, or any other field. In this post, I’ll walk you through the essential steps for creating an impressive portfolio that will help you get hired and stand out from the competition.

I’ve created a comprehensive two video guides on how to build an effective portfolio. Below is a quick overview of what I cover.

Why Do You Need a Portfolio?

A portfolio is your artistic resume, a collection of work that gives potential clients an idea of what you can do. Whether you’re applying for illustration jobs, pitching to publishers, or looking for commissions, a well-crafted portfolio will showcase your skills and make a lasting impression.

Why not just rely on social media? While platforms like Instagram and Behance are excellent for exposure, a portfolio website provides a more professional, organized presentation of your work. It allows you to customize your layout and display your work in the best possible light, making it easier for art directors, clients, and agents to find and contact you.

Creating Your Portfolio for Your Target Audience

Your portfolio needs to speak directly to the clients you want to attract. Art directors, publishers, agencies, recruiters and clients will be browsing your website looking for specific qualities, so it’s important to cater your portfolio to the type of work you want to do. If you don’t have relevant samples, how will people know you can get the job done?

If you're looking to work on children’s book illustrations, your portfolio should reflect that and include examples of ‘kidlit’ artwork like spreads, spots, and covers.

If you're into surface illustration work, showcase examples of patterns, motifs and illustrations that can work on a variety of products.

If you want to work as a character designer, have examples of turnarounds, costume designs, expression charts, poses and appealing designs.

Don’t just display your personal favorites or pieces that are irrelevant (a lot of student projects can fall under this category!)—tailor your work to show what you’re capable of within that industry.

What to Include in Your Portfolio

The key to building a great portfolio is to be selective and only show your best work. Here are some tips on what to include:

• Keep it neat

  • If you have different styles or work in different industries (e.g., character design, packaging, editorial), make sure you group related pieces together. You can create separate sections on your site based on style, industry, or type of work (e.g., children’s books, editorial, conceptual art).

• Highlight Your Strengths

  • If you're great at character design, make that the focus of your portfolio rather than also mixing in subpar prop designs and story boards. If you're passionate about creating vibrant, expressive landscapes, show that off. Don’t add work that you don’t enjoy doing just because you feel obligated, especially if it’s not something you want to be working on if hired.

• Quality Over Quantity

  • The biggest mistake you can make is cluttering your portfolio with too many pieces. Only include your best work. Aim for 8–12 polished pieces that reflect your style and strengths. Less is more when it comes to impressing potential clients, and you’ll always be judged by your weakest piece.

• Personal Projects

  • If you’re just starting out and don’t have client work, create personal projects! Whether it's an original editorial spread or a redesign of an existing book, personal projects give you full creative control and help you build a portfolio that aligns with the work you want to be hired for.

Designing Your Portfolio Website

Make sure your website is easy to navigate, professional, and visually appealing, otherwise you might just lose a potential client over a badly designed site!

Here are some tips:

• Keep It Simple

  • Choose a clean, minimal design. Art directors don’t want to be distracted by loud colors or confusing navigation. Let your work shine!

• User-Friendly Navigation

  • Your website should be easy to navigate with no broken links. Make sure clients can quickly find sections like your portfolio, about page, and contact information. I have heard so many stories from clients who say they’ve tried to hire an artist for a project, but were simply unable to because their contact information is nowhere to be found on their site!

• Show Your Process

  • This is optional, but many clients love to see how your work evolves through a project. If possible, include your creative process, such as initial sketches, character designs, and final pieces. This gives potential clients insight into how you approach projects.

• Optimize for Mobile

  • A lot of your viewers will be scrolling through your portfolio on their phones or tablets, so make sure your website works on all devices.

• Visualize

  • Depending on the project, it can be helpful to include a real-life mockup or visualization of your illustration. If you have a pattern, perhaps include a mockup of the pattern on a notebook or fabric. If you have illustrated a picture book, include photos of the physical book. Especially for tactile industries like product design, this can give a client an idea of how your art will look in 3D.

What to Avoid: Signs of a Poor Portfolio

Even the best portfolios can suffer from a few common mistakes. Here's what to watch out for:

• Too Much Work

  • Avoid overwhelming clients with too many pieces. It's better to have 5-10 of your best pieces than 20 mediocre ones. Keep your portfolio focused on your strongest work.

• Inconsistent Style

  • If your portfolio includes pieces in drastically different styles, it could give the impression that you lack consistency. While it’s fine to have a range of work, be intentional with how you present it. Consider organizing your portfolio into separate categories based on style, medium, or project type.

• Low-Quality Images

  • Blurry, pixelated, or poorly lit images will damage your professional image. Always ensure your work is well-photographed or scanned in high quality.

• Cluttered Layout

  • If your portfolio is hard to navigate or looks unorganized, art directors will likely skip over it. Make sure your website is easy to use, with clear navigation and proper categorization.

Updating Your Portfolio

Once your portfolio is live, don’t let it sit stagnant. As your career progresses and you create more work, make sure to regularly update your portfolio. Add new projects, remove outdated pieces, and always keep it fresh.

If you’re struggling to land clients or get positive feedback, it might be a sign that it’s time for a portfolio update. Don’t be afraid to refresh your work, reorganize, and create some new pieces as needed.

Remember, your portfolio is the foundation of your freelance career. It represents your skills, style, and professional attitude. Make sure it speaks to the audience you want to attract, and always strive to showcase work that excites you. Whether you're focusing on picture books, commercial illustration, or character design, keep your portfolio updated and tailored to the work you want to do.

✸Need help refining your portfolio? Book a personalized consulting session with me!✸

Whether you're just starting out or looking to refine your work, a portfolio review can give you the clarity and tips you need to attract the right clients. Book now and make sure your portfolio is working for you!