Originality. Somebody who is drawing his or inspiration from beyond the web. Too many portfolios look very similar with designs that are seen on hundreds of websites.

I also want to see work done for real projects and for real clients. This shows that the designer can work within a brief and deliver an appropriate solution. The portfolio should tell me something of the back story and approach taken.

I am also looking for somebody who can articulate the approach they have taken towards the work in their portfolio. It’s important to be able to explain why you have done what you have.

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