Portfolio strategy that attracts the right clients

✦ Quote of the week ✦

We are what we repeatedly do. Excellence, then, is not an act, but a habit.
– Will Durant

In consultations with illustrators and designers, I often hear about a problem they face – they don’t understand how to attract the RIGHT clients. They want to work with specific industries/projects, but can’t figure out how to make their portfolio work for that. And this is where two things come to help: positioning and strategy.

These are the anchors without which your portfolio will just be a pretty gallery, but won’t work for you in attracting the right clients.

What does the “right clients” even mean?

I learned a long time ago that more clients ≠ better. It’s better to have fewer clients, but exactly those you’re happy to work with, whose projects inspire you and strengthen your professionalism and portfolio.

Every designer needs to determine for themselves – what kind of client do they need? Quick? Stable? Premium? From what industry? With what projects? Which clients fit your process? Your budgets? Your values?

✳︎ Describe your ideal client to form an understanding of where to aim.

Portfolio is strategy and positioning, not just a pretty gallery

Your portfolio should work FOR YOU and attract the clients YOU want; it’s not just an archive of all your work. You can’t expect a client to understand what you can do for them and how to solve their visual problems if your portfolio is a collection of all the illustrations/designs from your entire career.

“Variety for variety’s sake” pushes away strong clients – yes, versatility and style variety can be present. But then it’s worth thinking, what kind of clients this will attract? Will they understand in what specific format and style you’ll create work for them?

✳︎ Your portfolio communicates your level of professionalism.

Be strategic: don’t keep “favorite projects” in your portfolio if they attract the wrong clients for you.

My standard practice is to clean my portfolio at the end of each month, removing old work and keeping only those projects I want to attract clients with.

You can also ask yourself:

• What type of clients did this project attract?

• Do I want more like them?

If the answer is “no” – archive the project.

Show what you want to get hired for

Sounds obvious, but it’s often forgotten, especially by those starting in the industry. Only publish projects you want to do for clients.

If you want brand projects → show brand systems
If you want editorial → show spreads, not just one spot illustration

Random styles you don’t want to repeat for paying clients are better kept in archives.

✳︎ Remember that a portfolio can not only attract a potential client but also push them away.

2023 Illustration Series

Quality vs Quantity

Even if you’re just starting and don’t have “client” work – show personal projects. But it’s better to show a few strong projects than many weak/mediocre ones.

One strong case can add confidence and professionalism to your portfolio, which will attract the clients you need, compared to 10 weak projects in different styles that a potential client won’t understand how to apply.

You can also deepen your project by transforming it into a case study, telling more about decisions and the logic behind applying certain approaches. This will strengthen your expertise.

→ Nice example of the brand illustration system as a case study I created some time ago.

Ask yourself:

• What types of projects do I want to work on this year?

• Do I already have similar projects in my portfolio?

• If yes, do they look high-value and professional?

• Is there logic in these projects, or is it just a collection of pretty pictures?

• Can my focus and expertise be felt in these projects?

2023 Illustration Series

High-paying clients look for clarity and confidence. And you can model this in your portfolio!

If you need help with positioning, strategy, or reviewing your portfolio/projects – I conduct 1:1 consultation calls and would be happy to help you.

✳︎ We’ll set call goals
✳︎ Go through all questions as well as my recommendations and feedback
✳︎ Look at where and how your positioning can be improved
✳︎ And build steps for working in the direction you need 🚀
✳︎ And of course, after the consultation, I’ll share resources and materials with you, and will be available for quick questions or clarifications

→ All details and booking can be done on my website!

I take a limited number of consultations per month, and these are the last couple of months when the price stays as it is now. I’ll be happy to answer questions before booking if you have any – my inbox is open!

As always, thank you for reading,