If you don’t hire for creative roles on the regular, you might not know what to look for when reviewing a portfolio. It’s common to open the link, scroll through a few pages, and wonder if it’s good.
It helps to remember that portfolios aren’t just an assortment of work – they’re curated collections meant to highlight someone’s talent, taste, and how they think. No matter what type of creative role you’re hiring for, a candidate’s portfolio is a glimpse into their creative gray matter. So how do you tell the difference between a poseur and a perfect pick?
Let’s break it down.
What to Look for in Every Creative Portfolio
Before we talk about portfolios for specific roles, here are a few universal things to pay attention to:
Curation Over Clutter
A strong portfolio doesn’t try to show everything – it shows the right things. The best portfolios are edited, intentional, and focused on quality over quantity. If you want to see an example of a specific kind of project that’s not included in a portfolio, you can always ask the candidate if they can provide one.
Process, Not Just Pretty Pictures
Visual polish is important. But the thinking behind the work is what sets the most talented creatives apart. A well-thought-out portfolio should include case studies, summaries, or narratives that explain a project’s challenge, strategy, and results.
Consistency and Voice
Whether it’s visual style or tone of writing, a good portfolio shows a sense of identity. It doesn’t mean every piece looks or sounds the same – it means the creator has a point of view and is able to adapt it to different clients and parameters.
Range But Not Randomness
Does the portfolio demonstrate the candidate’s ability to solve different types of problems? Achieve results with different brands or audiences? A great portfolio shows flexibility and focus.
What to Look for by Discipline
Graphic Designers
Design portfolios are typically the most visual, so it’s tempting to focus solely on aesthetics, but you need to look beneath the surface.
Look for:
• Clean, thoughtful layouts
• Appropriate typography and color choices
• Understanding of brand systems
• Originality
• Examples of both print and digital work (if relevant)
• Visual storytelling that solves a clear problem
Ask yourself: Does this person design strategically or are they just trying to make things look cool?
Copywriters
Don’t let poor graphic design detract from good copy or allow great design to elevate it. Try to evaluate writing on its own, although ideally, the best copy (and design) work in harmony.
Look for:
• Headlines with stopping power
• Distinct brand voices across different projects/clients/brands
• Writing that’s clever as well as strategic
• Campaign work that shows collaboration with designers or art directors
• A conscious effort to avoid jargon and cliches
• Samples across channels, including social, web, video, print, etc.
Ask yourself: Is thewriting clear? Am I amused? Informed? Do I want to keep reading?
Art Directors
Art directors live at the intersection of words and visuals. Their portfolios should show how they concept and bring ideas to life.
Look for:
• Concept-driven campaigns instead of art for art’s sake
• Collaboration between copy and design
• A strong sense of brand and audience
• Mood boards, comps, and final executions to see the evolution of an idea
• Experience across mediums, including print, web, digital, and video
Ask yourself: Do these ideas feel smart, fresh, and on-brand?
Creative Directors
Creative directors, whether they have a copywriting or design background, may not be doing the hands-on work anymore, but they should show how they lead and shape it.
Look for:
• Team-led projects with clear roles and outcomes
• Big-picture thinking: campaigns, rebrands, brand platforms
• Strategic rationale behind the work
• Mentorship or leadership examples
• Business results, not just creativity
Ask yourself: Would I trust this person to lead my team and our brand?
Bonus Tips
• Don’t let big brands blind you. Yes, work for Nike or Apple can be impressive, but what did the candidate actually do on the project? Ask for specifics. It can be more powerful to see what someone did with a small budget for a low-profile client vs. a well-known brand.
• Always ask questions. If you decide to interview a candidate, use the portfolio as a conversation starter: What was the toughest challenge on a particular project? What would you do differently today? What’s your favorite project in your portfolio and why?
Final Thought
You don’t need to be a creative yourself to spot a great portfolio. You just need to know what you’re looking for.
An outstanding portfolio doesn’t just show work. It shows thinking. It shows taste. And it shows the kind of candidate who can build smart, stellar creative work that gets results.
Want help finding your next great creative? We’ve got a bench full of talented designers, writers, and strategists ready to elevate your brand.
Let’s get creative!
