From our live online session20 May 2015

Q. As a design student now going into my final year, what should I expect companies be looking for in a newly graduated portfolio?

A. Setting aside disciplines, like web design or packaging, then: boundless creativity, even if it is not appropriate.An end to end project, showing thinking through to production. A personal project. And as close as you can get to a commercial project.

Design student

Q. When considering an honors year, what topics/projects would you recommend? Since the honors projects are self initiated, I am very apprehensive about starting a project that doesn't work further down the line, then not being able to turn back and start again.

A. Make sure you chose something you are passionate about, that will hold your interest. Then make sure it has 'legs', enough to deliver a full rounded project, show off your skills. Then all your worries will be behind you.

Choose something you are passionate about, with ‘legs’.

Design student

Recent graduate

Q. As a recent graduate with just over a year’s work experience, should my portfolio only show current work or can it include student work and personal work as well?

A. You have to gauge the quality of the commercial work against the student work. However, even if the design values of the commercial work are not as high as the student work, you still need to include it.

We need to see that you understand how to see a process through and get a job to print or online.

Q. How far can you elaborate on a piece of work? For example, the brief was to produce a logotype. If I was to develop this further, the applications would be fictional. Is this okay?

A. Yes, you can develop away, but don't just slap a logo on a t-shirt for the sake of it. Make sure the application has a purpose and reach much further than just the logo.Think about the wider identity scheme.

Portfolio specifics

Q. How significant are live projects? How many personal projects versus live projects could one include within their portfolio?

A. By all means show your personal work, it will help your potential employer see your personality, but at the end of the day, it's a commercial position you are applying for.

Professional projects are important for a commercial position.

Portfolio specifics

Q. Nowadays every company has an intellectual property clause, how can one present work they’ve produced online?

A. Most employers will grant you permission to show your work online if you include a credit to the agency. If they don't allow you show work you have created, I think it’s very mean!

Credit the agency which also looks good for them.

Portfolio specifics

Q. The advice I have read over the years is to tailor your portfolio to reflect what the company does. Following on from the question above, what if you haven’t got enough work in category? Do you just make it up?

A. If you haven't got enough in a particular specialism, you have to make it up. If you are not in a rush, and say you choose ‘branding’ as your specialism, then you can work evenings and weekends as a freelance focusing on that discipline. You'll soon build up a body of work.

Do some freelance work to build your portfolios and fill the specialty gaps.

Portfolio specifics

Q. What are the advantages/disadvantages of print portfolios as opposed to online, considering design work often incorporates both mediums?

A. Simple - you need both. One will get you an interview, the other you show during the interview.

Portfolio specifics

Q. When you’re starting out is it better to have quality over quantity in your portfolio? What’s your process for deciding what ends up on the cutting room floor so to speak?

A. Don’t show anything you are not proud of. When you talk it through, we can tell if you don’t like it. If your portfolio is thin, or too thin, get on and produce speculative work that makes you shine. 10 projects is good.

Portfolio specifics

Q. Job descriptions these days include everything under the sun – a passionate creative, adobe expert, digital experience and so on. How do you position yourself if you have some skills but not all?

A. Too true. Graphic designers are not just designers, they are project managers, account handles and left-handed lighthouse keepers. If you don’t have a skill, train up, or tell them you’d love to learn it...

Job applications

Q. If not successful at interview stage is it cheeky to ask for feedback to improve your portfolio?

A. I think it’s a must. I always give it. Don’t be surprised if all they bother with is generic i.e. “we just felt..” response, rather than specific detail. If you don’t get a response over email, call them. Nobody likes to give bad news, so make the approach really positive and ask for help. People like to help people. Turning the tables: what could you do to differentiate yourself from the competition? Think about those generic emails. ”Dear Sir… I saw you website… I can work equally well alone or in a team” etc. How are you different?

Interviews

Q. Any examples of good interview feedback questions to get detailed answers?

A. A detailed question, or two: How did the standard of finish in my portfolio compare to other applicants? What skills did you identified that I might be lacking in? Can I buy you a pint to have a quick chat why I didn't get the job?

Interviews

Q. In interviews I’ve attended I’ve noticed a lot of graduates using iPads or laptops to present their work. Is there a preference?

A. I think you have to choose. I’m terribly old fashioned and like paper. I think an iPad is easier to handle, but that then puts the control into the interviewer’s hands to some degree.

Interviews

Q. How much do employers take potential into account, as opposed to proven evidence of past work?

A. This is a great and difficult question and it’s why I often ask if the candidate will do a short trial. If you are starting out, employers ONLY look for potential. If your first job is with them, they will hope to mold you into the perfect employee for THEM. Potential can be hard to spot in presented work, easier to spot in the studio.

Try to give them a sense of your potential in the interview i.e. can do attitude, your interests etc

Interviews

Q. What about clients that ask for work to be done for free - initial work to get the project started or some such? Particularly for freelancers starting out ... what's a reply that keeps the lines of communication open?

A. Nightmare. I still have this problem. Even with a response like "would you ask your plumber to work for free" clients don't like it. The harsh reality is, say no if you can afford to do it. I always ask for a nominal fee before saying no as it shows commitment to the professional relationship. Keep the fee low and explain that what they are asking for is what you get paid for.

Assert your copyright from day one.

Freelance

Q. How do you keep a client from controlling a project and pulling it in a direction that you don’t necessarily feel will work?

A. Tough in the real world! If they give you micro changes, don’t immediately do them.

Freelance

Q. How best to bring up the topic of fees from a freelance perspective? Can one agree incremental payments for each design stage or is it best left until the project is completed?

A. First, from the outset, you should have an estimate that’s been agreed (in writing) by your client. The estimate, particularly if they are a new client, sets out your payment terms. 30% on commissioning the project is about right, you can then ask for a milestone payments etc. With an established client, they’ll want at least 30 days credit. If you’ve had an advance payment to a certain extent you are covered. If people refuse to pay, there is very little you can do. Do get EVERYTHING in writing so if you go to county court you have all your ammunition.

Freelance

Freelance

Q. For people who are just are starting out as freelance designers, what is the single biggest piece of advice you can give?

A. Being a freelancer, you are already creative, you now have to focus on FINANCE. Every job should turn a profit - make sure it does.

It's not easy, but finance should be as important to you as the creative side.

Q. Related to fees – I assume an estimate is just that. In my experience clients have changed the goal posts and this could lead to more work/time spent on the project. How best to broach the subject of additional fees? I have just let it go before because I’ve wanted to do the work, but don’t wish to form bad habits.

A. If at all possible, you should never embark on additional work without agreeing additional fees. You should always discuss with the client. Client’s like breakdowns of costs.

Freelance

Q. This is just for you Drew, what do you love most about what you do?

A. Ha! talking to you lot! And as a Creative Director, well, variety and my client loving what we do...