- Ideas are the main focus of a portfolio. They will illustrate your strengths and capabilities to the reader. Creating good ideas are a challenge, although once you have them, let them shine by giving them the production value they deserve. Great typography, photo direction, and composition speak volumes of your taste level and will distinguish your portfolio from others.
- A portfolio should communicate excellent ideas in a provocative and interesting way, maintaining the attention of the reader. It is essential to keep the work interesting. Do not be afraid to edit or omit anything that will lose the attention of the audience. Mediocre work is detrimental to a portfolio and should not be included. It is important to remember that the portfolio is showcasing the best of what you can produce. If it is not your best, it should not be included.
- Create diversity in your portfolio to demonstrate your potential. Be sure to include at least 10 pieces in your book. Consistent great work will crown you as a successful and dependable candidate. Organize your work to start and end with a bang by using a strong piece or campaign to kick it off and another to close the book. When presenting your book, keep things clean and simple to retain the focus on your work.
About the Author
Chad has been in the advertising industry for more than 12 years, with experience on both the agency and corporate sides. Working for clients such as the Milwaukee Bucks, Miller Brewing Company, and Buell Motorcycles, Chad has won numerous industry awards. Chad has also assisted with teaching at the University of Milwaukee and the Milwaukee Institute of Art and Design.
About Laughlin/Constable
Laughlin/Constable celebrated 30 years of continuing success in 2006. With offices in Chicago and Milwaukee, the agency provides full-circle branding, including brand development, digital marketing, design, advertising, public relations, and media research and buying. Its annual billings are in excess of $160 million. The agency's clients include Associated Bank, Bon-Ton Stores, Buell (Harley-Davidson) Motorcycles, Bridgestone/Firestone, Master Lock, Aero Products, Butler GUM Dental Products, and Navistar International. For more information, please visit www.laughlin.com.
