As designers, we all want to showcase our best work, impress potential clients, and land exciting projects. But many designers fall into a common trap:
they create a portfolio that tries to speak to everyone.
It’s tempting to show the full range of your skills, hoping to appeal to a wide audience. However, that approach often backfires.
Why a general portfolio doesn’t work
Think about it: when your portfolio is too broad, it doesn’t speak to anyone in particular. A potential client, whether it’s a startup or a corporate company, might look at your work and think:
“This doesn’t feel like it’s for me.”
A general portfolio can make your work seem unfocused, leaving clients unsure of how your skills align with their needs.
Narrow your focus, target the right audience
Instead of trying to appeal to everyone, think about who you really want to work with.
Is it startups?
Large corporate clients?
Maybe you’re passionate about working with nonprofits or creative agencies.
Whoever your target audience is, your portfolio should reflect that.
Here’s how to tailor your portfolio to the right clients:
- For Startups: Show work that is agile and scalable. Startups are usually fast-moving and need designs that can grow with them. Highlight projects where you’ve designed flexible systems or products that evolved over time.
- For Corporate Clients: Corporate clients often look for polished, professional work. They want designs that reflect their brand’s authority and stability. If you’ve worked on clean, sophisticated projects with a strong attention to detail, this is the place to showcase them.
- For Agencies: Agencies love creativity and innovation. Show them your most experimental work—the designs that pushed boundaries and showcased your unique style.
The power of a focused portfolio
When you focus your portfolio on a specific audience, something magical happens:
It stands out.
Clients see themselves in your work.
They can picture how your skills will fit their project because you’ve shown them exactly what you can do for someone like them.
A focused portfolio shows that you understand the industry, the challenges, and the goals of your target clients.
It’s no longer about showing off every single skill you have—it’s about creating a connection between your work and the client’s needs.
Your portfolio doesn’t need to impress everyone
One of the most freeing realizations for a designer is this:
your portfolio doesn’t need to impress everyone.
You don’t need to be everything to everyone. Instead, you need to connect with the right audience—the clients who will see your work and immediately feel,
“This designer gets it.”
Your portfolio is a conversation starter. And as legendary designer Paul Rand once said:
Design is the silent ambassador of your brand.
Paul Rand
Let your portfolio speak to the clients you want to attract. It’s not about how much you can show off, it’s about how clearly you can demonstrate your value to the right people.
Actionable tips for building a targeted portfolio
- Identify Your Ideal Client: Before revamping your portfolio, think about the types of clients you want to work with. Are they startups? Agencies? Corporations? Once you know who you’re targeting, focus your portfolio on work that resonates with them.
- Curate Your Work: Don’t overwhelm your portfolio with every project you’ve ever worked on. Choose a handful of key projects that showcase your skills for the type of clients you’re aiming to attract.
- Show Your Process: Potential clients love seeing how you think. Include case studies or behind-the-scenes insights into your process. This builds trust and demonstrates that you understand how to solve their unique problems.
- Highlight Results: Whenever possible, showcase the results of your work. Did your design increase conversions? Improve user experience? Help a brand launch successfully? These are the outcomes clients care about.
Final thoughts
Building a portfolio that attracts the right clients isn’t about showing off all your skills—it’s about being intentional and strategic. By narrowing your focus and speaking directly to the clients you want to work with, you’ll create a portfolio that not only stands out but also connects on a deeper level. So, ask yourself:
Who do I really want to work with?
And how can I shape my portfolio to speak directly to them?
Once you make that shift, you’ll find that the clients who truly resonate with your work will start to find you.
