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These days, graphic designers should expect to be multifaceted. You should approach your work like that of an artist, but really specialize in a few key areas—whether that’s illustration, Brand Identity, packaging design, website design, editorial layout, or e-commerce design. Each of these is its own world. I believe it’s important to develop a deep expertise in one or two specific areas.

You should also develop a style and truly hone it. If you love illustration, lean into that. Think of yourself as a designer with a point of view. That’s what makes the biggest difference. If you enter the field expecting your job to define your voice, you’ll likely end up with a portfolio that feels scattered. While some of this is unavoidable, I’ve found that designers who define and refine their point of view early on tend to be successful much faster.

Here’s why:

1. They’re more exciting to clients. When I’ve been on the hiring side, designers with a strong, clear style always stood out. I trusted their work more because I could sense their clarity and confidence. Designers with random portfolios and no clear narrative left me unsure of who they were or what they brought to the table.

2. Passion shines through. Seeing a portfolio filled with both creative and commercial work shows me that someone genuinely cares about what they do. It builds trust. It shows intentionality. It feels curated, not just cobbled together.

3. Specialization attracts the right clients. The more you lean into your unique style and design niche, the more you’ll attract clients who want exactly that. That’s the dream: to be sought after for your eye and your perspective. You get there by developing your style and staying curious about trends, art, and culture. Think of yourself as a brand. Who’s your demographic? What’s your ideal client’s budget? What are they into? What would they buy into? If you view yourself as a brand, others will too—and they’ll want to invest in your aesthetic.

But what if your portfolio is all over the place?

This question haunted me for years. And I finally have a solution: curate your main site to showcase the aesthetic and type of work you want to be known for. Then create a separate link—maybe titled “Commercial Work” or “Design Assets & Deliverables”—that leads to a Google Drive deck. This is where you house everything else you’ve done: newsletters, social posts, posters, print work, branding, etc. Every job adds value. Even if you work in fashion now, that random corporate job is still experience—and experience builds trust.

I wish I’d started a running portfolio deck like this from day one. It twould be interesting to see my development as a designer. It’s a smart catch-all for everything you do. Easy to update and easy to share. Here's mine for example.

Everything I’m sharing here is based on personal experience or insights passed down to me by others in the field. This is advice I wish I’d heard early on: Be multifaceted. Be creative. And above all, cultivate a unique point of view.

Best of luck.