The Designer’s portfolio is a manifestation of hours of invasive exercises that range from personal stories, written vignettes, developed biographies... to working critiques and analysis. The shape, size and configuration ends up being something that is totally in sync with the creative evaluation.
Rarely is the portfolio an off the shelf, store-bought black leather case. Inherently, there needs to be an innovative one-of-a-kind creation that helps shape the dynamic qualities of the person presenting brilliantly conceived work.
Graphic Designers that get it...(get) the job!
‘Vendi, vidi, vici’- I came, I saw, I conquered... (that creative position)
Fortunately or unfortunately, that is the reality! The brutal engagement of getting a job in this ‘thin’ market economy entails more than just a 4 year degree and a fabulous book, especially for new grads. You literally have to ‘invade’ the opportunity and take down an imposing opposition.
Old school. New school. Still in school.
I’m still a hands-on Teacher and Creative Director after 43 years of crafting major campaigns for the likes of Ad agencies Saatchi & Saatchi LLP, Foote Cone & Belding, DDB and Leo Burnett...and through it all, I’m probably one of the most qualified to exclaim: “I’ve seen and hired them all.” I know who gets hired and why.
I currently teach a very special course which is somewhat the equivalent of an ‘Emily Post
Institute’ for graduating Graphic Designers called Graphic Seminar at California State University at Northridge in the Los Angeles area.
Needless to say, I’ve always found it rather perplexing, that after 4 years of Graphic Design studies and a degree, students (everywhere) are then tossed into the proverbial creative woods and expected to emerge on the door step of opportunity. Not to take away from the excellent training they may have gotten, but the emphasis on real-world job hunting just isn’t there...and with no clue on how to deal with the fact that there are ‘just too many hunters for not enough game’!
Despite the less than rosy outlook, there are terrific opportunities out there
(just fewer). But,‘bate the hook’with the right stuff, then just reel ‘em in...
The gift from Mom.
There’s never a day that passes I don’t remind my students of the fact that they are virtually ‘blessed’ by being creative types. It’s the gift for a lifetime!. They have the power to inspire the uninspired. Invite a smile. Rouse a sale. Even, make someone famous!...As a creative type, how can you not want to max this out? This is bankable stuff... This is the right stuff!
With persistence, I convey to students that hiring a Graphic Designer or any creative, for that matter, is more than just admiring a beautiful portfolio. The hire happens on an accumulations of nuances. Good chemistry. Curiosity. Instincts. Engagement. Energy and of coarse, a terrific assemblage of (the right) work examples inside a brilliantly conceived Portfolio.
I liken the hiring process to this analogy-
Scoring goals to win a Nation Hockey League Game (NHL).
Consider it takes 5 points to win the game (job).
Here are the shots you gotta take and the ones you better
must make:
Score point one:
Have an energetic disposition.
One of the biggest omissions in the portfolio development process is the one most essential - You. All the work selection, design nuances, tedious finessing and collaboration to perfect an awesome example of applied skills, can be for not, if that luminary presence is missing. Bring on the charisma, drama, personality, energy and the passion! After all, isn’t that exciting interface what everyone is after?
Score point two:
Size-up the prospect.
Look like you want this job because you’re the perfect fit. Study the prospect. Study the interviewer. Know what the company is looking for and match your profile to those qualifications! The interviewer’s most likely to think that if you bothered to learn about the ins and outs of this company, you’ll probably be just as diligent about the assignments you’re handed. Bingo!
Score point Three:
Stay engaged, attentive and remain alert.
The designer who exudes personal interaction, eye contact, and great body language is picked up on the radar screen. Are you tuned-in? Remember, the interviewer’s antenna is up. Vigilant, watching and listening for (your) awareness. Look smart. Be smart!
Score point four:
Be rehearsed - Deliver a skilled presentation.
Being prepared and well rehearsed, delivers confidence and a succinct and clear presentation. Know ahead of time how you want to lead the conversation and the interview.
Outline your presentation toward a conclusive objective. Fill it in with
substantive points about the work you are showing. Make sure it’s relevant to the company you seek to work for! Remember, your presentation is all about “why you’re the best qualified person for this specific position”.
Practice your presentation as you’d like it to unfold. Rehearse in front of a friend! Once to organize the content and flow. A second time for clarity-Timing. The third time, treat it as a dress reheasal. You’ll be amazed at how good you’ll feel about your capabilities... and so will the prospective employer.
Score point five:
This is the game-winning shot!
Have an innovative portfolio, inside & out. This is the substantive point
of the course I teach. What are the dynamics that define your personal portfolio? Shape, size, design, image-statement? This mostly depends on your personality and temperament. We devote a full semester to personal evaluation and discovery. The portfolio is a manifestation of hours of invasive exercises that range from personal stories, written vignettes, developed biographies... to working critiques and evaluations. The shape, size and configuration end up being something that is totally in sync with the creative evaluation. Rarely is the portfolio a store-bought black leather case off the shelf. Inherently, there needs to be an innovative one-of-a-kind creation that helps shape the dynamic qualities of the person presenting his or her work. Also, never forget that it’s what evolves around that portfolio design that helps nail that job! You...and the case.
Also, keep in mind, much of any presentation is about substance and style! It’s a process accompanied by minute traces of “smoke and mirrors”. Because we are creative, there is a certain amount of “magic” we are expected to bring to the table. And let’s face it, if you don’t have it, most likely, you’re the wrong candidate for the job anyway.
Ok, so, now do I get the job?
My answer... if they love you, chances are excellent that you make ‘the short list’...where you’re one of 3 candidates left in the running. Consider that to be an enviable position to be in. Now, it’s probably yours to loose. Go for it!
Oops, ‘ace-in-the-hole...’
Guess what? Knowing a friend or having a good relationship with someone inside the company can trump everything! Personal relationships are”Golden opportunities”. Generally, this happens after the first or second job. You’ll have worked with suppliers, vendors, teammates, competitors. Stay in touch. Keep the lines of communications open and positive. Be sure to get out and join local chapters of Creative and Ad Clubs. Enter the Award shows. Get involved. Mix it up on the blogs! Post your web link.
The Key is this: “Take it all personally”.Show great desire, it usually makes you
look desirable. Display your passion, it’s infectious. ‘Interact’ with a terrific portfolio.
Stand apart from the competitors...Be memorable!
Throughout this article are some of the best personal campaigns in my classes of 2008. I call them campaigns because getting a job requires a host of communication tools to capture and surround a would-be employer. So for each of the portfolios shown here, a complete communication strategy comprised of: • Personal Biography • Stationery System • Resume & Reference file • PR Teasers & Leave-behinds • ePortfolio Link • Personal Web Site • Hours of interpersonal communication skills • Daily exercises in presentation technique & delivery.
Ralph Lee - Creative Director, Photographer. Teacher.
I’m currently the Creative Director for a South Korean Advertising Agency with US offices in Los Angeles. Our central focus is on Kia Motors America and its Worldwide pursuit to re-align perceptions about their automotive standards and brand nuances.
I’ve always considered myself a ‘visionary’ when it came to applying creativity to marketing and innermost in my quest to stimulate and elevate the creative process. I find it imperative to engage in a universal, multi-dimensional exploration for new creativity, especially when energizing sales and creating new and exciting accessibility to the client’s products and services.
I’m still a ‘hands-on’, get-involved creative type. I believe in the team process and consider myself nurturing, stimulating and a protagonist to that end. An Art Director-Designer by nature, I still find the creative process constantly taking me beyond new creative horizons.
Ralph Lee Director-Designer
310.989.8450 f. 310.475.9801
ralphl@arsnovainc.com
http://www.arsnovainc.com
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