Tips for Creating a Winning Portfolio by Design Challenge Champ Tasha McKelvey
A great portfolio is a must-have in the visual world of design, but what’s the best way to build an eye-catching image collection? Ceramicist Tasha McKelvey captured our judges’ attention and won our first Ceramics Design Challenge with her uncommon piece. Here’s her advice on creating content to get the attention of art show judges, buyers like ours, and others in the art world.
Last fall I entered the UncommonGoods Ceramics Design Challenge on a whim. The holiday rush was already upon me, so I decided to take a few minutes and fill out the application right then. Otherwise, I knew I would end up forgetting and not enter at all.
I already had an item to enter in mind. My Birdie Mini Dish would be a good fit for a catalog based on the size, price-point, cuteness factor, functionality and my studio’s ability to produce it both efficiently and in quantity.
Using relatively few images and words, I would need to effectively communicate all these details to the judges reviewing the applications for the Design Challenge.
With my entry decided on, I was able to pull my application together very quickly because I had already invested some time and thought into the process of portfolio presentation. The images I submitted for judging reflected the function, size and other options I offered for the mini-dish while still demonstrating the items’ consistent style.
This was the most specific mini-portfolio I have put together to date because it really only contains one piece of my work. I normally present a quite different group of images to craft show juries or gallery owners emphasizing the full scope of my work along with my particular style or voice.
Some time ago I created a Flickr portfolio of product images I had assembled for some indie craft show applications. I wanted to provide the show’s jury panel a link to a small selection of images I felt accurately represented my current ceramic work. Just sending a link to my website might have been overwhelming for a jury since it catalogs the entire diversity of my work. The smaller online portfolio I created on Flickr can also be a great resource to share with galleries, shop buyers, and the press.
Create a Cohesive Look
Additionally, the images are appropriate for uploading directly to an online craft show application that require image attachments for jurying. The individual images in my portfolio are actually composites; each jpeg consists of two images side by side. I combined the images using Photoshop, but there are lots of other programs available that can do the same thing. In order to better demonstrate the variety and relationships in my work, I chose to use two images in each “slide”. I put my bird bowls side by side with my ceramic bird necklaces, my ginkgo pottery with my ginkgo jewelry, my woodland gnome with my woodland mushroom mini-tray, etc.
Tell a Story
Take a look at the six “slides” that make up my portfolio. Notice the order I placed them in and the story such an arrangement tells. The first image is bold and eye-catching, while the last image references the subject matter as well as some of the colors in the first image (a little trick I also used with my UncommonGoods Design Challenge images too). Even though the backgrounds vary, each image shares the common themes of neutral colors and woodgrain — there is variety, but it is a consistent variety.
Know Your Audience
I use these images for indie craft shows and boutiques, but I do not always use these particular images for more traditional or upscale art and craft shows or galleries. For most non-indie shows I have a separate set of images with a gradient gray background. More traditional or high-end show juries have certain expectations for image presentation, and my casual woodgrain backgrounds might rub some of the more traditional art show jury members the wrong way. Also note that composite images are not recommended for non-indie shows in general.
Here are some examples of my images for non-indie art and craft shows.