How Does My Work Speak To My Target Audience?

How does my work address my target audience’s values?

Assuming my target audience is Creative Marketing Alliance (CMA – or a similar venue) the print work in my portfolio represents an adequate (if not over-the-top) overview that I am an applicant worthy of consideration. It demonstrates that I know my way around InDesign and supporting programs (such as Photoshop) – able to conceive a design theme and produce a publication from beginning to end.

I know from my internship experience with CMA (further clarified by this weeks homework assignment) that they have an interest in someone who can “do it all” (Print, Websites, Motion graphics) but if there were an entry-level position available, my portfolio (and the print skills/talent demonstrated therein) could result in a “call back.”
As an aside, during my interview with CMA last spring, one of my potential supervisors inquired wether I had experience in Flash – sadly, at the time the answer was, “No” – because that was an area she was deficient in. I’m certain I could have increased my desirability had the answer been, “Yes” to the Flash question. Nevertheless, I suspect a portfolio ‘heavy’ in print can lead to other positions (at the company in question) where they need expertise.
Yet another aside, years ago a graphic artist friend of mine lost her job. She was kind of distraught, because (you know) getting laid off sucks. In any event, she was only part-time so it wasn’t like she was going to lose her house etc. Several months later, she found a job at a major local corporation as a proofreader. Through determination and finesse, she eventually found a job in this corporation’s art department designing publications and from there, websites. My point is: it only takes a foot in the door.

If not on-target, what edits need to be done to favorable impress my target audience?

I think the print area of my portfolio is fine… it could use some tweeks here and there but nothing major.
If I am going to include motion graphics in my portfolio as well (which I have every intention of doing so) I need to fix some typography issues in the “Walk Cycle” project and address some functionality issues in the “Branching Story: Casino” project.

My websites are the weakest because I can only offer screen captures (?) in my online portfolio and they’re not particularly compelling because they’re merely school projects – at the time, I was just learning this website stuff and I was trying to be “compelling” without the benefit of knowing what constituted “compelling.” But they’re websites nonetheless, and to claim by omission that I know nothing of web design, is to pay myself a disservice… I think?
As far as documentation/context goes, the manner in which I present the print work is crucial. Much to my shock, I learned (during the class crit of my work) the print projects – as they exist right now – are not self-explanatory. The “Menu” project has several folds and inserts which do not ‘read’, right now, as flat jpg’s just popping up on the screen. The same can be said of the “HOW Magazine: Front Cover and Table of Contents” project which was misunderstood to ‘read’ as one enormous layout – not two separate pages which are to be experienced one-at-a-time.
These projects (as well as “Admit One: B’way Musicals” book) will have to be rendered in Flash to demonstrate just how the project is intended to function in a 3-D context; whether that context is “flipping through” pages or “folding and inserting.” One of the drawbacks of a poorly rendered online portfolio is that the designer is not there to clear up misunderstandings. The online portfolio could have the unintended effect of a shot to the foot.

Portfolio: Unifying Element, Documentation

Unifying Element: As I’ve stated earlier in this blog, I don’t trust myself when it comes to self-evaluation. I mean, I could claim to be the missing dauphin of France – doesn’t mean that I am. Nevertheless, when pressed to identify a/the unifying element(s) present in most of my work, I would hope organized, analytical, detail-oriented, geometric, clean, conservative, precise come to my user’s collective minds. I would not describe my work as the embodiment of a carefree, spontaneous or whimsical spirit.


I believe my resume (above) best illustrates the underlying design theme of my work. With only myself as the client/art director, I chose to present this face to the world. To me it says, “I’m proud of this work; it embodies the qualities I value; this is what you can expect from me.” Hopefully, it will dissuade further inquiries from greeting card companies.

Further examples of unifying elements found throughout my work:

Documentation: I think my work is best served in the ‘out-of-context’, stand-alone jpg format rather than existing in a 3-D environment. I’ve seen portfolios where the work was presented insitu and, to me, they’re very sophisticated looking but at the expense of seeing the entire layout. Focusing on the spine of a book with the cover blurred in the background isn’t presenting the whole story, so to speak. To me that says, “Yes, of course, I know how to design a book. In fact, I’m so good at it I’m not even going to bother showing you the entire thing – just take my word for it.”
Another argument for the jpg/screen format is the difficulty present in taking photographs of my work. I’m not a photographer, by any stretch – a realization I came to several months ago when I attempted to set up a still life featuring one of my pieces. By the time I finished adjusting aperture, lighting, angles, backgrounds etc, I concluded that I’d have to either get my skills up to speed as a photographer or hire someone who had the proper equipment and knew what he/she was doing. (See below.)