Breaking free from the portfolio chokehold

This is a reflection of my work that I plan to keep building on, but instead of just showing the good stuff, I’m showing the stuff I enjoyed working on, whether it had a big budget or just more scrappy.

If you're in the creative industry, you know the chokehold a portfolio update can have over you.

What projects should I highlight? Can I show it, or do I need a write-up? What to put on the About page? Marketing yourself isn’t a pleasant experience for everyone, whether that's down to choice paralysis, perfectionism, or simply not feeling good enough.

Whatever the cause, showing off your skills and experience is empowering. Look at the rise of TikTok. If someone can show off the fact they can lick an elbow online, I'm sure I can get over myself. With that, I decided to look back and reflect on what I've done so far and look for what's next.

My favourite types of words

For me, the best words are accessible, challenge the bloody default, change behaviours, and, of course, the ones that stick or trigger my echolalia.

When I started, I wanted to come up with the best ideas that disrupt and get people to take a second look. I still want that, but to do that, I think it's more about wanting to make people feel something, whether that's feeling responsibility for your business cybersecurity, feeling understood by making it clear that hair removal is a personal choice, or writing about condoms and sex to spark feelings of curiosity. Being a copywriter is emotional.

We’re not just looking at the final result, we’re looking at the approach, the learnings, and the success. So expect storytelling, strategy, and a lot about inclusivity.