How to create a surface pattern design portfolio - tips from a licensed artist.
When I first started building my portfolio, I followed all the traditional “rules.”
Show everything. Add variety. Prove you can design anything.
Turns out, that’s exactly why my emails went unanswered.
I was overwhelming art directors with too much work and zero clarity.
So over time, I created my own set of rules, and they completely changed how brands responded to my pitches.
Here’s what I wish someone had told me sooner.
1. Less Chaos, More Clarity
If your portfolio looks like your camera roll, that’s the problem.
You don’t need to show every pattern you’ve ever made.
You need to show what makes you memorable.
Ten strong, cohesive designs beat forty random ones every time.
Think: clarity over quantity. A clean, curated portfolio tells a brand, I know my style and I respect your time.
2. Start and End Strong
First impressions matter, and so do last ones.
Your opening collection should immediately capture your signature look.
Your final page should leave them with something unforgettable.
Everything in between? That’s your story.
You’re not dumping patterns, you’re guiding someone through your creative world.
3. If It Doesn’t Fit the Product, Cut It
Every page in your portfolio should answer this question:
“Can you imagine this on your products?”
If the answer’s no, it doesn’t belong.
It doesn’t matter if it’s beautiful, if it’s off-brand for your dream clients, it’s just noise.
4. Stop Sending Google Drive Links Full of JPEGs
I know, I know, it’s easy.
But that “quick link” screams unprofessional faster than any typo ever could.
Your portfolio deserves to live in a clean, intentional space (and so does your work).
When you present your art like a brand, people treat you like one.
5. Treat It Like a Living Document
Your portfolio isn’t a one-and-done project.
It evolves with you. Update it, refine it, rearrange it.
Every time you do, you’ll get clearer on who you are as a designer and what kind of work you actually want to attract.
Ready to Build a Portfolio That Gets Noticed?
If your work is sitting in files and you have no idea where to start, you’re not alone.
That’s exactly why I created The Polished Portfolio Method, a step-by-step course that helps new and emerging surface pattern designers build a professional, pitch-ready portfolio (even if they only have a handful of designs right now).
You’ll learn how to curate, organise, and present your work with confidence, so your emails start getting replies instead of radio silence.
Because your portfolio isn’t just a folder of designs, it’s your ticket to getting seen.
The Polished Portfolio Method is for new and emerging surface pattern designers who:
Have artwork but no idea how to present it in a way that feels professional.
Already started a portfolio, but it looks messy and doesn’t feel pitch-ready.
Feel overwhelmed by the tech, the tools, and all the “shoulds” they’ve read online.
Want to stop waiting until everything is perfect and start getting their work in front of brands now.
How to create a surface pattern design portfolio.
When I stopped following all the “normal” portfolio advice and started using these rules instead, everything changed. These are the simple shifts that took my portfolio from chaotic to click-worthy and got brands to actually reply.
