Manifesto or portfolio? Rethinking how designers present themselves

Is a portfolio the right place to express your civic or political stance? Should your page reveal your beliefs to potential clients? And what is most important to consider when describing a project? We asked four designers what they think a portfolio should focus on today.

The experts are:

Georgey Lee (they/them), a graphic designer and illustrator based in London.

Artem Matyushkin, a designer and founder of the Non-Objective studio.

Aleksandra Golubeva, a designer at Readymag.

Misha Katz, a 3D artist and founder of Method Education design school. 

“Beyond technical skills”. Should a portfolio reflect personal values?

“Being unapologetic about being trans non-binary, and my values is a great way of attracting like-minded people and collaborators,” says Georgey (they/them), a graphic designer based in London. 

Lee draws inspiration from LGBTQIA+ culture, scraps of paper, icons, and pop culture, which are front and center in their portfolio. This becomes immediately evident: Georgey Lee has worked on designing practical tools for the mental health charity Campaign Against Living Miserably (CALM) and volunteered with the trans+ charity Not A Phase to help uplift the lives of trans+ adults in the UK. “My work with the trans+ community, particularly on awareness days such as International Non-Binary People's Day and Trans Awareness Week, reflects my passion for activism through graphic design,” they say.

“Branding isn’t just about visuals; it’s about being genuine—telling authentic stories and creating meaningful products and services that are inclusive and accessible to all. That’s how we can make genuine change.”

The aim of Lee’s portfolio website is not just to showcase technical skills but to explain what kinds of projects they are currently interested in and the direction they want to pursue in the future.

About me or about projects? Ways to present yourself in a portfolio

Being straightforward when crafting a portfolio can indeed help attract people who are on the same page as you. Often, a simple but meaningful 'About me' section can set you apart from dozens of other portfolios an employer reviews.

“When an art director reviews a designer's portfolio or website, they usually do it quickly,” says Artem Matyushkin, a designer and founder of Non-Objective studio. “Having seen countless projects, they can easily gauge the artist's professional level. But behind every design, there’s a person—the creator. And the only way to learn more about them is through the 'About me' page.”

Artem Matyushkin believes this page serves as a manifesto for the designer’s practice. It explains what they do, why and how they do it, and who inspires them. Matyushkin took a similar approach when creating his own website.

His portfolio is a long white page filled with paragraphs about projects, perspectives, meanings, mentors, and sources of inspiration. Despite being a design portfolio, Matyushkin’s website features a single image—and that’s entirely intentional. This approach helps him filter out people he’s unlikely to connect with professionally.

“When I’m reviewing portfolios and design pages from applicants, the thing that brings me the most joy is when I see a full story—about a person themselves and their journey in the context of design practice,” says Matyushkin.

“The very first emotion I’m interested in—as a director hiring designers—is this: do I even want to have a conversation with this person about design? And from that feeling, the desire to work together and create something naturally follows.”

Not every employer will be into personal storytelling though. Many potential clients just want a clear picture of which tools you know and whether you can handle specific tasks. Even a well-crafted, engaging story about yourself might come off as unnecessary or irrelevant to some.

So, it’s worth asking yourself: what’s more important to you right now—gaining experience and making money, or focusing on projects that bring you personal fulfillment and help you avoid work that doesn’t feel right for you?

“I believe the main—and only—purpose of a portfolio is to communicate the types of projects you work on and how you approach them,” says Aleksandra Golubeva, a designer at Readymag. “If it’s a complex, multi-faceted project, it’s important to highlight the process—not just the final result. This includes the techniques you use, the skills you have, and how your workflow is structured. This is crucial when someone is being hired by a company so that a manager understands how to work with them.”

Excessive detail and expressing your views can only scare off potential clients, says Golubeva. That’s why, if you’re open to a variety of projects, it’s best to avoid being too rigid in how you communicate with your audience.

“Cultural and personality fit”. How a portfolio helps in finding the right partners

However, at some point in a designer’s career, the phase of eagerly taking on any (or almost any) incoming project comes to an end, says Misha Katz, a 3D artist and educator. This shift marks the beginning of more deliberate choices. The portfolio then ceases to be a mere capitalist construct and transforms into a statement.

“If you want to filter out a flood of unsuitable propositions, there should be a clear disclaimer somewhere,” Katz advises. “Besides, the best clients and collaborators are those seeking an artist with specific views.”

Interestingly, Katz’s personal website wasn’t his own creation. It was crafted by a fellow designer. Long before the site took shape, Katz had been formulating his manifesto. This coincided with a pivotal shift in his career: he left Reddit, marking the end of his corporate journey, and refocused on the 3D design school he had established years earlier.

“Every idea you articulate is an achievement,” Katz asserts. And it’s these achievements that, in his view, should take center stage in a portfolio. Not just projects—which, especially for less experienced designers, might not yet be plentiful.

“Someone might have only two projects,” he says. “As a viewer, I try to empathize and look beyond those projects to understand the person behind them. My advice? Find your own format. Many portfolios today feel more like blogs, and that’s perfectly fine. Your website should reflect your life.”

Artem Matyushkin shares a similar view.

“Unlike Behance or other platforms, where you’re limited by what the platform offers, on your own website, you can design everything according to your vision, approach, personal brand, and tone of voice. I believe a good portfolio is a portfolio website,” he says.

A portfolio can be functional and minimal, just showing case studies. But it also can be presented as a storytelling journey through various projects, not necessarily work-related.

Our professional identity is often closely tied to our personal and ethical positions. A designer is someone who lives in the same world as their clients, employers, and art directors after all. 

“Think of your portfolio not just as a way to talk about the skills and projects you’ve worked on, but also as a story about yourself,” says Matyushkin. “Often when hiring, people choose someone they feel comfortable working with, even if they might fall short in some areas. But if a person is a good cultural and personality fit, that can be way more valuable than just ticking all the hard skills boxes.”

The approach to a personal website or portfolio as something more than just a collection of work is a new wave in the industry.

“Building a personal website is an opportunity to create your personal brand. A portfolio becomes the most complex and important project for every designer,” says Matyushkin.