Build a selection rule

Choose projects that demonstrate the kind of work you want to win next. Include enough variation to show range, but avoid forcing the reader to infer a coherent offer from unrelated material. For each candidate project, write the question it answers: can you handle this scale, solve this problem or work within this constraint? If two examples answer the same question equally well, keep the clearer one.

Explain your contribution

Identify the client context, your responsibilities and the deliverable. Credit collaborators rather than allowing a team project to appear entirely personal. Distinguish completed work from concepts and proposals. A short caption can make an attractive image far more informative, especially when the result is not obvious from the photograph. Keep a deeper archive available for detailed conversations, while the public profile presents a deliberate shortlist.

Imagine this

Hypothetical example

A hypothetical studio has thirty projects but features four: a complex refurbishment, a new launch, a small-budget assignment and a multi-location rollout. Each proves a different capability. The selection is smaller than the archive but more useful to someone deciding whether to request a proposal.

Make it practical.

Use this checklist as you read. Checks are not stored.

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