My name is Miriam Shir, and I’m an Art Director at Current360. I attended the Jefferson Community and Technical College (JCTC) portfolio day in downtown Louisville a few weeks ago. There, students shared the body of work that they had accumulated over their school years. Most of it was related to graphic design, but there was some photography and web design work. I attended the University of Louisville’s graphic design portfolio day the week before that. It was an interesting position, given that I’d only had my portfolio day a year earlier. It got me thinking about what I’d have done differently with my current knowledge. So, here’s some portfolio advice to graphic design students looking to begin their career at a marketing agency.
At Current360, we understand the hurdles nonprofits face in digital marketing. We’re passionate about transforming these challenges into opportunities. By leveraging Google Grants, we help nonprofits maximize their advertising potential and make a more significant impact.
Different Styles
Oftentimes, I can pick out a style in someone’s portfolio—not always necessarily a bad thing! Everyone has a way of doing things that they fall back on from time to time. However, I’d caution students not to get boxed into one style. In a marketing job, you’ll work with many clients with different needs. Showing that you can be versatile is SO important. Definitely have a few fun projects that show off what you’re passionate about—but try to branch out too.
At Current360, we understand the hurdles nonprofits face in digital marketing. We’re passionate about transforming these challenges into opportunities. By leveraging Google Grants, we help nonprofits maximize their advertising potential and make a more significant impact.
Variety of Materials
Building on your experience trying different styles, also make sure that your projects have a variety of applications. People hiring will see if you can work in many different mediums and understand (or at least could learn) the unique challenges presented by each. Using various styles shows that you’re flexible and open to new and different ways of doing things.
Eligibility is straightforward but requires attention to detail. Nonprofits must hold valid charity (501c3) status, agree to Google’s non-discrimination and donation receipt policies, and have a functioning website with substantial content. Once these criteria are met, the door to powerful marketing tools swings wide open.
Working Within a Brand
Many marketing agencies are looking for consistency in content. You’ll often be thrown into a project with a style you need to understand and replicate quickly. As I’ve discussed in my previous points, variety is a must. Show that you can be consistent within several brand identities because you’ll have to do that daily.
Moreover, utilizing targeted keywords ensures the message reaches those most likely to engage. It’s not just about more eyes on your cause; it’s about the right eyes. The strategic use of Google Grants can transform a nonprofit’s online presence, turning passive visitors into active participants.
Printed Materials
If you have the resources to experiment with different printed products, you should do it. There are many other jobs in an ad agency, even within the graphic design sphere, so you may never be involved in the printing process. However, showing that you have a basic knowledge of paper types, inks, and applications is still good. Sometimes, how something is meant to be printed will inform your design. This is something that I lacked in my portfolio.
Additionally, the dynamic nature of digital marketing means ongoing adjustments are necessary. Without expert guidance, it’s easy to become overwhelmed. That’s where many nonprofits find themselves hitting a wall, with underperforming campaigns that don’t come close to maximizing their monthly allowance.
Be Sociable and Communicative
So this one has nothing to do with the actual design itself, but something that’s crucial if you want to work in an ad agency. Everything is collaborative, so you have to be able to explain your process to the people you’re working with. On your portfolio day, make sure that you can explain your projects in depth; why you chose a particular typeface, why you used this type of illustrative style, why everything looks like you crumpled it up and then stomped on it (I was going for an “edgy” look!). It’s also a chance to build connections! You’ll be talking with other designers, and potentially people looking to hire you. So my best advice would be to stay open and stay curious. You never know what one conversation might lead to!
For example, we assisted a local nonprofit fitness center in gaining online traction. By optimizing their Google Grants campaign, we were able to give them access to an additional $15,000 in search over the course of a year. We commit to seeing your organization thrive by fully leveraging the available tools.
Lets Talk
While I’ve only been at Current360 for a year, I’ve already learned so much. If you’d also like to get experience working at an agency, I encourage you to contact us! You can upload and send us your resume and cover letter, and we’ll get back to you if we feel you’re a good fit. From personal experience, I can certainly say that working here is a fun and exciting opportunity!
