How to: Build a portfolio that gets you hired
Praise is nice, but paid gigs are better 💸
There’s a difference between a good portfolio and a hireable one. The former gets bookmarked. The latter gets callbacks.
If you're a design or creative grad - or maybe someone with a few killer projects already in the vault - you’ve probably been told your work is “cool,” “clean,” or maybe, “interesting.” Congrats. But if praise doesn’t turn into paid gigs, what’s the point?
Welcome to the gap between being admired and being employed. Here’s how to close it.
1. You’re not curating a gallery, you’re telling a story.
Most portfolios look like an elevated mood board. A bit of branding here, some motion graphics there, maybe a speculative redesign of Nike’s app for good measure. It’s all vibes and no through-line.
The best portfolios aren’t just a slideshow of your work - they’re a narrative. They tell a clear story about who you are, how you think, and what problems you solve.
Micro tip: Start with a one-sentence story. “I use design to make intimidating systems feel human.” “I translate subcultures into brand identities.” Whatever it is, make it yours, then let that guide every project you include.
2. Don’t show everything. Show why you made everything.
Hiring managers aren’t art critics. They’re decision-makers.
They want to know: What was the brief? What was broken? What did you fix?
If you redesigned a website, don’t just show the before and after - talk about how you handled stakeholder feedback, what constraints you worked within, and how your solution moved the needle (a better user flow, a higher click-through rate, a client who didn’t cry).
Macro tip: For each project, include 3 things:
Context (the who/what/why)
Process (tools, decisions, iterations)
Outcome (impact, lesson, or takeaway)
3. Make it easy to skim and linger.
Your portfolio needs to work on two levels:
Skim mode (Can I get the gist in 30 seconds?)
Deep dive (If I’m hooked, can I find more?)
This means hierarchy matters. Big, clear headers. Case study thumbnails. Short project descriptions up front, with optional in-depth write-ups behind a click. Don’t make people scroll endlessly or decode cryptic design-speak.
Micro tip: Your site isn’t an escape room. Remove the friction.
4. Your “About” page isn’t a dating profile.
You like coffee. You like dogs. That’s great. So do most mammals.
We want to know what makes you hireable. What drives your creative POV? What excites you about the work? What industries, themes, or problems are you obsessed with?
Use your About page to clarify your value - not just your personality.
Bonus: If you’ve got opinions about design (hot takes welcome), start a blog or Substack and link it. It makes you look thoughtful, current, and confident.
5. Signal the work you want, not just what you’ve done.
If your portfolio is 90% corporate comms but you want to move into music branding, curate accordingly. Add a speculative project. Reframe a past one. Show range, but show direction too.
People hire you based on what they think you want more of. So spell it out.
Macro tip: Put a one-liner at the top of your homepage. “Currently looking for projects in…” and name the dream industries. Be specific. Be shameless.
6. Proofread like it’s a pitch deck. Because it is.
Designers love detail—until it comes to their own copy. Typos, inconsistent punctuation, weird formatting - this stuff doesn’t just distract, it detracts. You’re not just showing what you can make. You’re showing how you work.
Treat your portfolio like a pitch deck. It should be clean, consistent, and tight enough to speak for you in the room you're not in yet.
TL;DR: A good portfolio looks good. A hireable one reads smart.
The creative job market isn’t just competitive - it’s crowded. You’re not just up against other talented people. You’re up against tired people. People with inbox fatigue. People who will click through 20 portfolios before lunch.
Give them a reason to stop on yours.
Not just because it’s pretty.
Because it proves you’re ready.
I love this. I'm hooked to your substack now. You just amplified my voice.
And thing I tell my design mentees.
Thank you.