The Ultimate Guide to Building Your Portfolio
For Creatives + Designers Who Want to Get Hired
This is a long one, so here’s a quick look at what you’ll find inside:
How to choose the right projects to include
What to do if you don’t have client work yet
Why mock-ups and process matter
Tips for writing simple, effective case studies
How to tailor your portfolio for different clients or roles
PDF vs website portfolios (and why you need both)
Career-stage advice from beginner to experienced
Common mistakes to avoid and what hiring managers really want
This week, I finally sat down to work on my own portfolio.
I refreshed some older projects, created new mock-ups, and tidied up layouts that had been bugging me for ages. I don’t know why I keep putting it off. It’s like folding laundry. You know it’ll feel better when it’s done, but it just keeps piling up.
Something clicked, and I finally sat down and just got it done. It felt good to take action, but if I’m being honest, I’m still figuring it all out.
Even now, I catch myself:
Never fully satisfied with my designs
Constantly tweaking my portfolio
Wrestling with perfectionism
What I’ve come to realise is this: your portfolio isn’t a museum. It’s a tool. It should grow with you, support your goals, and reflect where you're heading. Not only where you've been.
1. Show the work you want to do again
Your portfolio should only include the kind of projects you’d want to be hired for again. If the project turned out beautifully but made you miserable, leave it out. Life’s too short to keep saying yes to work that drains you.
Start with 5 to 6 solid projects. If you can show 8, great. But they all need to be intentional. Keep it lean. Only include what matters.
2. No clients yet? Hire yourself
If no one’s hiring you right now, it’s the perfect time to create your own dream briefs. Rebrand your favourite local coffee shop. Create a fictional skincare line. Build out that wild idea you’ve had in the back of your mind for months.
This isn’t “fake work.” It’s real practice that shows your thinking, your problem-solving, and your style.
These are the Instagram accounts I personally use to find creative prompts and briefs:
@designbriefs
@briefcorp
@briefclub
@theglowandgrowclub
And if you’re not a designer? Join an art challenge. Follow a creative prompt. Get inspired in community and start making.
Here is one fictional project that I created that is a part of my portfolio, because it is everything that I love to do, and because…dogs!
To view the full project: Tracy Marshall Portfolio
3. Show how you think
In the age of AI, your creative brain is your biggest asset.
So don’t just show the polished result. Show how you got there.
Share things like:
Your sketches
Behind-the-scenes snapshots
Idea maps and thought processes
These elements show more than just the final product. They reveal how you think, how you approach problems, and the creative decisions you make along the way. That kind of insight can really help you stand out.
Let people in on the journey.
4. Present your work in context
Mock-ups are an important part of any portfolio. They help bring your designs to life and show how they might work in the real world. Don't just include screenshots. A thoughtful mock-up on packaging, signage, or digital platforms gives your design meaning and makes it easier for clients to picture.
Here are some of my go-to resources for mock-ups:
Envato
Freepik
Mockup Tree
GraphicBurger
Or, you can create your own mock-ups for a more custom feel. It helps your work stand out and gives it that extra layer of polish.
And don’t forget the explanation. Give context: Why did you choose that direction? What problem were you solving? What changed because of it?
Clients and hiring managers are not just looking for aesthetics. They want to see your thinking, your decisions, and your ability to communicate ideas clearly.
5. Your portfolio is a hiring tool, not a scrapbook
A portfolio isn't meant to be a complete archive of everything you've ever made. It should reflect the kind of work you want to keep doing and where you want to go next. Let go of anything that no longer feels aligned with your current style, skills, or creative direction.
Think about the projects that made you feel proud, energised, and creatively fulfilled. The ones you’d jump at the chance to do again. That’s the kind of work that deserves a spot in your portfolio.
And depending on who you’re sharing it with, you can adjust. If you're applying for an illustration role, highlight your strongest illustration pieces. Leave out work that doesn’t match what the client or company is looking for. The goal is to keep it focused, intentional, and aligned.
6. Tell the story, not just the specs
What makes a project powerful is the story:
Who was it for?
What was the challenge?
How did you approach it?
What tools did you use?
What changed because of your work?
Keep your case studies short but meaningful. Break them into sections with clear headings. Focus on impact, not just aesthetics.
7. Make it easy to navigate
A cluttered, confusing portfolio is a red flag.
Keep your layout clean, mobile-friendly, and responsive. Group similar work. Use clear labels. Make sure your best work is easy to find. If someone has to dig through endless pages to get to it, there's a good chance they’ll miss it or give up before they get there.
Check for broken links, expired profiles, or outdated content. If your Behance link leads to an empty page, you’re losing opportunities.
8. Add human touches
Show some personality. Let people see who they’re hiring.
Include a high-quality photo of yourself. Share bits of your story. Add client testimonials if you have them. Credit collaborators. These little human touches build trust, show your personality, and make your portfolio feel more like you. Not just your work. Let your values and voice come through.
9. Choose the right platform
Where should you host your portfolio?
Squarespace – What I use. Easy to get started.
Adobe Portfolio – Free with an Adobe subscription.
Behance – Creative industry standard.
Notion / Google Docs / PDF – Great for tailored submissions.
Canva – Good for layout templates and quick PDFs.
Ideally, have both a website and a downloadable PDF. Different clients prefer different formats, and having both gives you the flexibility to tailor your approach depending on who you're pitching to.
10. Tips for Building a Strong PDF Portfolio
Not everyone will visit your site. Some people want something they can download or forward. Here’s how to make a good one:
Keep it to a maximum of 10 pages. That’s usually more than enough to show off your strongest work without overwhelming the viewer.
Start with a strong cover photo, name, and contact info
Add a short bio and mission/approach statement
Show 2–3 key projects (don’t overload with too many photos)
Use varied layouts to keep things interesting
Keep the text minimal but clear
Treat it like you're designing a beautiful spread in your favourite magazine. Keep it clean, thoughtful, and easy for someone to flip through without getting overwhelmed
Choose portrait if it’ll be printed, landscape for screens
Switch it up visually so every page doesn’t feel the same. Include process images, context, testimonials, and small captions to help tell the story.
11. What Hiring Managers Look For
The kind of client you want to work with isn’t just scrolling for pretty things. They’re looking for something deeper:
Can this person solve my problem?
Do they understand my industry?
Are they consistent?
Can I trust them to deliver?
They want to see:
Clear problem-solving
Process and thinking
Personality
Consistency in presentation
An understanding of the audience and end goal
Your portfolio should answer those questions before they even ask.
12. Portfolio Strategy by Career Stage
If you're just starting out:
Use personal projects or prompts
Focus on 3–5 strong case studies
Start with a PDF or Behance while your site is in progress
If you're mid-level:
Showcase process, impact, and growth
Refine and remove outdated work
Start building your positioning and personal brand
If you're experienced or pivoting:
Focus on alignment. Only include work that reflects where you’re heading and the type of projects you want more of.
Include metrics, testimonials, and strategic thinking
Make your portfolio reflect your expertise and voice
13. How to Use Your Portfolio in Real Life
Once your portfolio is built, don’t just let it sit there.
Link it in your Instagram or LinkedIn bio
Share individual projects with short writeups
Attach it in pitch emails
Bring it to client calls and interviews
Create short video walkthroughs to explain a project
Turn case studies into content (before/after, lessons, behind the scenes)
Your portfolio isn’t just for job applications. It’s a marketing tool. Share it, talk about it, and use it to attract the right opportunities.
14. Final Thoughts
Your portfolio doesn’t need to be perfect. It should feel like you. It should be real, intentional, and aligned with where you're heading.
Make it clear. Make it real. Make it reflect where you're going. Not just where you've been.
Forget the pressure to do it all at once. Build your portfolio one thoughtful project at a time, with intention and purpose.
You’ve got this.
What’s one thing you're planning to update or add to your portfolio after reading this guide? I’d love to hear what you're working on.
I also created an Instagram page for The Femme Foundry:
You can DM me there or join the community chat if you want to feature your work. And if you're looking for feedback on your portfolio, feel free to drop a link in the chat.
I supervise college students in creative roles, this helps me out a ton in understanding the frameworks of a portfolio and its purpose. Planning on sharing this with them :) Thank you!