Curating creative output means choosing what to show, and just as importantly, what to leave out. Social media rewards volume, so many artists post everything they make. The result is often a portfolio that looks scattered: a bit of fan art, some logos, a children’s book page, a trauma piece. Art directors scanning it can’t tell what you’re for. A curated selection tells them in seconds.
Why more work can mean less authority
An art director might spend under a minute on your portfolio. In that time they ask one question: can this person do the job I have? A tight selection of similar, strong work answers yes. A mix of styles and subjects makes them guess, and busy people don’t guess; they move on.
Google gives similar advice for websites. Its guidance on helpful content warns against producing lots of content on many unrelated topics in the hope that some of it works.
How to curate a portfolio
- Decide who it’s for. Pick the clients you want more of, such as wellness brands or publishers.
- Choose 10 to 20 pieces that fit those clients. Leave out good work that doesn’t.
- Order with care. Start and end with your strongest pieces.
- Group by theme if you serve two markets, with a separate page for each.
- Review every six months and swap in newer, stronger work.
Consistency of theme
Curating isn’t about drawing the same thing forever. It’s about a shared thread. In my work that thread is bold, simple shapes, a mostly purple palette and themes of psychology and the outsider’s view. The subjects change, from packaging to editorial to therapy material, but the thread stays. I wrote more on this in Purple Palette and Visual Brand Manifesto.
Curation saves energy
Making less, but making it count, is also kinder to your energy. Instead of posting daily to keep up, you can spend time on fewer, deeper pieces. Use simple systems and tools for admin so your best hours go to the work that ends up in the portfolio. See Freelance Illustrator Stability for how that fits a business plan.
What to do with work that doesn’t fit
- Keep it in an archive folder or a separate personal page.
- Share it in a newsletter where readers enjoy behind-the-scenes variety.
- Turn it into products if it fits a different audience.
Nothing is wasted; it’s just not on the front shelf.
Getting outside eyes
It’s hard to curate your own work. Ask a peer, mentor or past client which pieces they’d hire you for. Portfolio reviews at events or through organisations like the Association of Illustrators can also help.
Frequently asked questions
How many pieces should a portfolio have?
Usually 10 to 20 per audience. Enough to show range within your niche, few enough to view in a minute or two.
Should I remove old work?
If it no longer represents your style or the clients you want, yes. Archive it rather than deleting it.
Is it okay to have two styles?
Yes, if they serve different markets. Give each its own clear section.
See how I curate my own portfolio, or contact me.
Wish You a Purple Day!