Portfolio guidelines - for designers and computer artists
From the book, Artist's & Graphic Designer's Market '99

Plan and create your submission package as if it were a paying assignment from a client. Your submission piece should show your skill as a designer. Include one or both of the following:

• Cover letter: This is your opportunity to show you can design a beautiful, simple logo of letterhead for your own stationery. Have the stationery printed on good paper. Then write a simple cover letter stating your experience and skills.
• Sample: Your sample can be a copy of an assignment you have done for another client, or a clever self-promotional piece. Design a great piece to show off your capabilities. For ideas and inspiration, browse through Fresh Ideas in Promotion, edited by Lynn Haller (North Light Books). Another great title from North Light is Creative Self-Promotion on a Limited Budget, by Sally Prince Davis.

Portfolio guidelines - for illustrators and cartoonists

Are portfolios necesary?

You do not need to send a portfolio when you first contact a market. But after buyers see your samples they may want to see more, so have a portfolio ready to show. Many successful illustrators started their careers by making appointments to show their port- folios. But it is often enough for art directors to see your samples. Gallery directors sometimes ask to see your portfolio, but they can usually judge from your slides whether your work would be appropriate for their galleries. Never visit a gallery to show your portfolio without first setting up an appointment.

Some markets in this book have drop-off policies, accepting portfolios one or two days a week. You will not be present for the review and can pick up the work a few days later, after they've had a chance to look at it.

Most businesses are honorable and you don't have to worry about your case being stolen. However, since things do get lost, include only duplicates that can be insured at a reasonable cost. Only show originals when you can be present for the review. Label your portfolio with your name, address and phone number.

What should I Include in my portfolio?

The overall appearance of your portfolio affects your professional presentation. Your portfolio need not be made of high-grade leather to leave a good impression. Neatness and careful organization are essential whether you are using a three-ring binder or a leather case. The most popular portfolios are simulated leather with puncture-proof sides that allow the inclusion of loose samples. Choose a size that can be handled easily. Avoid the large, "student" size books which are too big and bulky to fit easily on an art director's desk. Most artists choose 11 X 14 or 18 X 24. If you are a fine artist and your work is too large for a portfolio, bring your slides and a few small samples.

Don't include everything you've done in your portfolio. Select only your best work and choose pieces germane to the company or gallery you are approaching. If you're showing your book to an ad agency, for example, don't include greeting card illustrations.

In reviewing portfolios, art directors look for consistency of style and skill. They sometimes like to see work in different stages (roughs, comps and finished pieces) to see the progression of ideas and how you handle certain problems.

When presenting your portfolio, allow your work to speak for itself. It's best to keep explanations to a minimum and be available for questions if asked. Prepare for the review by taking along notes on each piece. If the buyer asks a question, take the opportunity to talk a little bit about the piece in question. Mention the budget, timeframe and any problems you faced and solved. If you are a fine artist, talk about how the piece fits into the evolution of a concept, and how it relates to other pieces you've shown.

Don't ever walk out of a portfolio review without leaving the buyer a business card or sample to remember you by. A few weeks after your review, follow up by sending a small promo postcard or other sample as a reminder.

For more information, see The Ultimate Portfolio, by Martha Metzdorf and The Fine Artist's Guide to Showing and Selling Your Work, by Sally Prince Davis, both published by North Light Books.

self-promotional strategies
cover letter sample
cover letter sample2