Anatomy of a good portfolio
A few weeks ago, I noticed an Instagram reel by James Hughes. An agent for illustrators at Folio Art UK and creator of The Illustrator’s Guide, he posts video portfolio reviews on Instagram… in 20 seconds flat. A bold proposition when you consider that each portfolio sometimes represents years of work!
James regularly shares his expertise by offering often very relevant advice to illustrators of all stripes. So when I saw his invitation, “Want your portfolio reviewed? In 20 seconds? Drop your link below,” I jumped at the chance.
A few days later, the video “Clemence Thune 20-second portfolio review” appeared. In the signature format of these reviews—James at the bottom of the screen, my portfolio scrolling at the top—he began with an unpromising “Let me see… Hmm,” before saying, “No notes. This is perfect, seriously.”
This “No notes” confirms that the long process of optimizing my portfolio and strategy is paying off. Here are a few points highlighting the before and after of this improvement.
BEFORE: classic mistakes
• Zero knowledge of SEO
• Projects presented without context or narrative
• Non-optimized images that slowed down loading times
• Inconsistent project titles
• A presentation that attracted all kinds of requests, not always relevant
NOW: a strategic approach
• A clear definition of my target audience and my objectives
• A well-thought-out portfolio strategy (website and social media) that is tailored to different channels and consistent
• Complete SEO optimization (keywords, alternative texts, editorial tone, etc.)
• A clear presentation of my offer right from the home page
• A distinctive visual identity with an eye-catching logo
• A precise typology of the clients I work with (which naturally filters out unsuitable requests)
• Optimized project titles to clarify my role and intention on each project
• Detailed case studies describing my process and client relationships
How did I carry out and successfully complete this transformation? It all started in 2018 when Claire Lemaitre-Smith, a strategy expert, made me aware of the many areas for improvement in my business. While my illustrations are the visible part of my work, she revealed to me a whole invisible digital infrastructure that could be a game-changer.
Our collaboration, which continues today, goes far beyond simply structuring my portfolio. She is helping me build a real business strategy that is tailored to both my personal ambitions and the changing economic climate.
This ongoing experience has opened my eyes to the fact that my job as an illustrator is far from limited to creating visuals. Business management, market understanding, strategic decisions, customer relations… These are all aspects of my business that are not apparent when browsing my portfolio, but which are successfully transforming the way I work.
This collaboration has become a real pillar of my professional development. And when I hear James conclude his review with “No notes. This is perfect, seriously,” I realize how far I’ve come. These words validate not only my portfolio, but also all the groundwork I’ve laid since 2018. It’s a story that deserves its own article… to be continued!