What should a portfolio show to win the work I want?

An effective portfolio markets your thinking, not just your taste. It tells the story of how you solve problems, which is what clients actually buy.

• Include context for every project: the client's challenge, your strategic approach, and measurable results where you have them.
• Lead with outcomes, not only finished visuals, so viewers see the value you create.
• A printed portfolio adds a physical dimension that a digital-only book lacks, keeping you memorable after a meeting.

When the story and the craft both land, your portfolio does the selling for you.