Index
A
Abujawdeh, Jennifer, 232
Adobe InDesign, using for portfolio production, 155
Adobe RGB color space, 146
Adobe software
Dreamweaver, 156
Muse, 156
AI (Adobe Illustrator) image format, 157
Amato logo, 40
Anan, Suzanne, 229
Anderson, Gayle, foreword, vi-vii
assess aspect of creative process, 117
audience
for An Ngo, 73
in creative briefs for projects, 108
for David Haase, 75
identifying, 49
making emotional connection with, 26
for Margaret Grzymkowski, 77
for Max Friedman, 69
for Ria Venturina, 71
AWB (auto white balance), 147
B
backing up work, 81
Badum, Ron, 223
Behance website, 125
Biersack, Scott, 62
Big Cartel, 92
“big idea”
revealing in presentations, 177–178
Blazer, Liz, 8
blogging on website, 56
Bohanan, Jennifer, 227
Bosco, Paula, 222
bracketing exposures, 150
brainstorm aspect of creative process, 116
brand campaign, creating, 46
brand characteristics. See also personal brand
in creative briefs for projects, 108
Friedman, Max, 69
Grzymkowski, Margaret, 77
Haase, David, 75
Ngo, An, 73
Venturina, Ria, 71
brand identity, 26. See also creative briefs; mood board
elements, 26
brand image, reflecting visually, 32–33
brand message
formulating, 49
promoting, 50
brand personality, communicating via colors, 34–35
brand promises, 23
in creative briefs for projects, 108
Friedman, Max, 69
Grzymkowski, Margaret, 77
Haase, David, 75
Ngo, An, 73
Venturina, Ria, 71
brand promotion, 46
brand statements
in creative briefs for projects, 108
developing, 21
Friedman, Max, 69
Grzymkowski, Margaret, 77
Haase, David, 75
Ngo, An, 73
Venturina, Ria, 71
brand story. See also personal brand; stories
communicating visually, 26
developing, 20
elements, 20
inside self + outside self, 19
value proposition, 21
brand strategy
promotional touchpoints, 50
target market, 49
timing promotions, 50
Braxton, Triana, 100
brightness levels, displaying in histogram, 151
Brito, Johnny, 41
business cards
using in job searches, 195
Buxton, Sydney, 40
buzzwords, avoiding in resumes, 184
C
calendar, creating for portfolio deliverables, 104
Camera RAW format, selecting, 147
camera settings
adjusting, 146
bracketing exposures, 150
color space, 146
focusing images, 150
processing images, 150
retouching images, 151
white balance, 147
campaigns
creating, 46
integrating, 83
candlelight setting, 147
career advice
Badum, Ron, 223
Bohanan, Jennifer, 227
Bosco, Paula, 222
Burns, Jim, 224
Fleming, Dave, 225
Leu, Kristin, 226
overview, 216
Robbins, Alan, 221
Rubin, Cesar, 220
Serrani, Joseph, 223
Venturina, Ria, 217
case studies. See design careers; student portfolios
CMS (content management system), 156
CMYK (cyan, magenta, yellow, black), 157
color space, 146
colors, choosing for brand personality, 34
comping prototypes, 144
contact information, including in portfolios, 128
contract-to-hire design jobs, 205
copyright, including in portfolios, 128
Cordero, Ashley, 89
core values, identifying, 6–7, 17. See also value propositions
Coroflot website, 125
cover letter, elements of, 190–191
creative briefs. See also brand identity
Anderson, Denise, 67
Grzymkowski, Margaret, 77
Haase, David, 75
Hernandez, Carlos, 113
Matos, Alexa, 112
Mui, John, 111
Ngo, An, 73
Perez, Amanda, 25
Saldana, Jefferson, 112
Shu, Hsien-Wen “Sean,” 111
Tomasselli’s Barbershop and Social Club, 109
using in presentations, 177
Venturina, Ria, 71
creative process
overview, 114
Torres, Jubenal, 118
credits, including in portfolios, 128
cropping images, 142
Cruz, Ray, 36
Cullari, Dominic, 92
D
daylight setting, 147
DeBisco, Mike, 100
Design aspect of creative process, 117
design blogs, 239
Abujawdeh, Jennifer, 232
Anan, Suzanne, 229
contract-to-hire, 205
freelance, 206
Friedman, Max, 236
Mazauskas, Jaime, 235
Paglia, Connor, 234
salaried professionals, 204
Vita, Eric, 233
design publications, 239
design versus production, 154
differentiators, understanding, 8
digital cameras, 144
digital mock-ups, 138
DMA logos, 39
domain names
registering, 241
selecting for website, 52
Dribbble website, 91
dynamic compositions, creating, 140
E
Elena logo, 40
elevator pitch
formula, 22
Abe Pendon, 22
email address, selecting for website, 52–53
envelopes, choosing, 44
EPS (Encapsulated PostScript), 157
Etsy, 92
exposures
bracketing, 150
histogram, 151
F
Facebook, 64
Femme Forms? illustration, 96
files, organizing, 81
Finelli, Maria, 170
flash, setting, 147
Fleming, Dave, 225
fluorescent light setting, 147
focusing images, 150
fonts, choosing for brand, 36–37
freelance design jobs, 206
brand identity, 68
creative brief, 69
Intransition website, 101
pixie dust, 8
resume, 189
Scrub’d images, 141
social media marketing, 60
themes for images, 142
Fuentes, Nancy, 89
G
Gayosa, Roxana, 40
GIF (Graphic Interchange Format), 157
Google+, 64
Grzymkowski, Margaret, 76–77, 89, 194
business cards, 195
resume, 187
H
Hernandez, Carlos, 113
highlights, displaying in histogram, 151
Hische, Jessica, 95
I
image formats
AI (Adobe Illustrator), 157
CMYK (cyan, magenta, yellow, black), 157
EPS (Encapsulated PostScript), 157
GIF (Graphic Interchange Format), 157
JPEG (Joint Photograph Experts Group), 157
MP3 and MP4, 157
PDF (Portable Document Format), 157
PNG (Portable Network Graphic), 157
PSD (Photoshop Document), 157
raster, 157
RGB (red, green, blue), 157
TIFF (Tagged Image File Format), 157
image perspective, 142
image quality, 147
image-making media
digital mock-ups, 138
interactive prototypes, 139
“motion heavy,” 139
moving images, 139
photography, 137
image-making strategies
cropping, 142
dynamic compositions, 140
lighting, 142
perspectives, 142
shadows, 142
style consistency, 142
images. See also stock mock-up graphics
composing, 140
evaluating, 136
focusing, 150
processing, 150
retouching, 151
sharpening, 152
industries, focusing on, 107
infographic resumes, 188
accepting, 17
combining with outside self, 4
Personal Brand Self-assessment Study, 5–13
questions, 5
skills, 10
vision and mission statements, 12–13
insights
gaining through research, 116
including in brand story, 18–19
Instagram, 64
interactive PDFs
with Adobe InDesign, 155
mini-portfolios, 126
portfolios, 124
interactive prototypes, 139
interests, understanding, 8–9, 17
interviewers, sending thank-you notes to, 196, 212
accepting criticism, 211
anticipating questions, 211–212
body language, 211
demeanor, 211
following up on, 212
making impact, 212
professionalism, 211
punctuality, 211
sending thank-you notes, 212
tone of voice, 211
Izu, Sam, 41
J
job boards, 240
job offers, accepting, 203
job searches
business cards, 195
career fairs, 209
companies and firms, 209
company cultures, 201
conversations as presentations, 200
creative recruiters, 208
design industry clubs, 209
determining type of work, 201
diversity, 202
freelancer sites, 209
internships and employers, 200
leveraging relationships, 199–200
LinkedIn account, 194
networking contacts, 200
opportunities for growth, 202
planning, 214
professional membership associations, 209
recruiting sites, 209
references, 192
salary requirements, 203
social conscience, 202
thank-you notes, 196
work hours, 203
Johnston, Ed, 139
JPEG (Joint Photograph Experts Group), 151, 157
K
keywords, including in resumes, 184
L
Leshé, Greg, 142
letterhead, choosing, 44
Leu, Kristin, 226
Lorenca, Alex, 92
M
Manali logo, 42
Mazauskas, Jaime
design career, 235
interests, 95
Merchant, Christi, 122
Mery, Franco, 40
midtones, displaying in histogram, 151
mission and vision statements
redefining, 17
mobile and web prototyping, 241
mock-ups, 138
money, saving up, 82
mood board. See also brand identity
colors for brand personality, 34
example, 29
explained, 29
visuals for brand image, 32–33
Moran, Sara, 40
moving images, 139
MP3 and MP4, 157
Mui, Jon, 111
N
national design conferences, 240
not-for-profit projects, soliciting, 107
O
online job boards, 240
organizations. See resources
organizing space and files, 81
behavior, 14
characterizing, 16
combining with inside self, 4
interviewing people, 16
Personal Brand Self-assessment Study, 14–16
personal style, 14
social media presence, 16
surveying, 16
overcast sky setting, 147
P
Paglia, Connor
brand identity, 38
brand promotion, 47
design career, 234
Pan, Simon, iii
paper resources, 240
PDF portfolios, 157
interactive mini, 126
interactive type, 124
Pendon, Abraham, 80
personal brand. See also brand characteristics
believability of, 82
core values, 7
inside and outside selves, 4, 14–16
naming, 38
self-identification, 6
strengths and weaknesses, 10–11
talents, interests, and passions, 8–9
vision and mission statements, 12–13
Personal Brand Self-assessment Study
personality of brand. See brand personality
photographing images, 137
angles, 145
cheat sheet, 149
comping prototypes, 144
compositions, 144
formats, 144
SLR digital cameras, 144
tripods, 144
photography
cheat sheet, 149
resources, 241
Photostat, using, 38
Pilipenko, Mariya, 58
Pinterest, 64
pixie dust
finding, 8
including in portfolios, 128
PNG (Portable Network Graphic), 157
portfolio. See also presentation layout
communicating skills in, 100
designing touchpoints, 88
development strategies, 129–130
diversifying product types, 98
emphasizing content of, 86
importance of, 90
integrating campaigns in, 83
number of pieces in, 102
organizing, 81
packaging, 120
passion projects, 95
photographing work in, 87
presentation of, 86
presenting, 176
project calendar, 104
as resume, 182
saving up money for, 82
selecting work for, 96
showcasing personal projects, 84
soliciting and taking advice about, 87
speaking for itself, 85
storytelling, 97
strengths and weaknesses, 82–83
touchpoints, 98
portfolio content
About description, 127
contact information, 128
copyright, 128
credits, 128
“handshake” page, 127
index, 127
introduction, 127
pixie dust, 128
project images, 127
resume, 127
text, 127
portfolio layout
refining, 158
worksheet, 134
Adobe InDesign, 155
choosing final images, 158
versus design, 154
finalizing content, 158
overview, 154
portfolio reviews, 239
portfolio types, 155
practice projects, creating, 107
Present aspect of creative process, 117
presentation layout, 118. See also portfolio
interactive PDF mini-portfolio, 126
interactive PDF portfolio, 124
portfolio development strategies, 129–130
portfolio types, 121
website portfolio, 125
presenting portfolios. See also stories
creative briefs, 177
explaining touchpoints, 178–179
objective of, 176
preparing and practicing for, 179
research insights, 177
sharing credit, 179
starting with problem, 177
Print Aura, 92
print portfolios, 122–123, 240–241
printing resources, 240
process and prototypes, 83
Produce aspect of creative process, 117
producing pieces. See portfolio production
product types, diversifying, 98
professional design organizations, 239
project calendar, creating for portfolio, 104
project touchpoints
in creative briefs for projects, 108
designing for portfolio, 88
explained, 28
explaining in presentations, 178–179
projecting in portfolio, 98–99
project worksheets, creating for portfolios, 102–103
projects
best practices, 107
improving, 107
offering options for, 107
showcasing, 84
telling stories about, 176–180
touchpoints, 108
promoting brands, 46
promotional touchpoints, selecting, 50
promotions, timing, 50
prototypes, comping, 144
PSD (Photoshop Document) file format, 151, 157
public persona. See outside self
Puig logo, 40
Q
questions
anticipating for interviews, 211–212
for inside self, 5
R
Rallo, Danielle, 40
raster, 157
RAW format, selecting, 147
references, providing for jobs, 192
Research aspect of creative process, 116
research insights, sharing, 177
resources. See also websites
design blogs, 239
design publications, 239
domain name registrars, 241
inspiration and info, 241
mobile and web prototyping, 241
national design conferences, 240
online job boards, 240
paper, 240
photography, 241
portfolio reviews, 239
print portfolio suppliers, 240–241
printing, 240
professional design organizations, 239
skills instruction, 240
social media channels, 241
stock images and mock-up graphics, 241
student design competitions, 239
typefaces, 240
web hosting, 241
website builders, 241
resume
anatomy of, 186
asking for help, 185
avoiding buzzwords and repetition, 184
contents of, 183
design of, 185
including in portfolio, 127
keywords, 184
omitting “objective,” 184
portfolio as, 182
proofreading, 185
sample, 187
show don’t tell, 185
types, 188
retouching images, 151
RGB (red, green, blue) color space, 146, 157
Robbins, Alan, 221
Rodriguez, Natalie, 89
Rosario, Marc, 178
Rubin, Cesar, 220
Rumbauskas, Dan, 41
S
salaried professionals, 204
salary guide, consulting, 203
Saldana, Jefferson, 112
Sarte, Jess, 43
self. See inside self; outside self
Sepulveda, Stephen
brand strategy, 48
business card, 43
logo, 41
project worksheet, 103
touchpoints, 89
website, 55
Serrani, Joseph, 223
shade setting, 147
shadows
in histogram, 151
managing in images, 142
sharpening images, 152
Shu, Hsien-Wen “Sean,” 111
shutter speed settings, 148–149
sites. See websites
skateboards example, 101
skills
communicating in portfolios, 100
instruction, 240
SLR digital cameras, 144
social media
best practices, 63
strategy, 5Cs of, 61
using in job searches, 193–194
sRGB color space, 146
stock mock-up graphics, 241. See also images
stories. See also brand story; presenting portfolios
introducing, 141
projecting and processing in portfolios, 97
strengths and weaknesses
student design competitions, 239
Finelli, Maria, 170
style consistency, applying to images, 142
sunrise/sunset setting, 147
T
talents, understanding, 8–9, 17
target audiences
Anderson, Denise, 67
Friedman, Max, 69
Grzymkowski, Margaret, 77
Haase, David, 75
identifying, 49
in creative briefs for projects, 108
making emotional connection with, 26
Ngo, An, 73
Venturina, Ria, 71
TCG (The Creative Group), 203
thank-you notes, sending to interviewers, 196, 212
themes, selecting for images, 140–142
TIFF (Tagged Image File Format), 151, 157
Tomasselli’s Barbershop and Social Club, 109–110
touchpoints
in creative briefs for projects, 108
designing for portfolio, 88
explained, 28
explaining in presentations, 178–179
projecting in portfolio, 98–99
Tu, Rich, 139
tungsten bulb setting, 147
Twitter, 64
resources, 240
U
Understand aspect of creative process, 116
V
in creative briefs for projects, 108
determining, 21
Friedman, Max, 69
Grzymkowski, Margaret, 77
Haase, David, 75
Ngo, An, 73
Venturina, Ria, 71
Vasquez, Lilliana, 209
Venturina, Ria
career advice, 217
video resumes, 188
Vimeo, 64
Vine, 64
vision and mission statements
redefining, 17
visualization board. See also brand identity
colors for brand personality, 34
example, 29
explained, 29
visuals for brand image, 32–33
Vita, Eric, 233
W
Walsh, Jessica, 95
web hosting, 241
website builders, 241
websites. See also resources
Behance, 125
Big Cartel, 92
blogging on, 56
Braxton, Triana, 100
consistency of, 82
Coroflot, 125
determining type of, 56
developing, 51
domain name, 52
Dribbble, 91
Etsy, 92
Print Aura, 92
testing and launching, 59
Weigele, John, 42, 63, 132-133
who, what, when, where in brand strategy, 48
workplace, idealizing, 26
worksheets
brand strategy, 48
creative brief, 25, 67, 69, 71, 73, 75, 77, 109
inside self, 5
inside self + outside self, 19
mood board, 29
my job search plan, 214
outside self, 15
portfolio layout, 134
project calendar, 104
strengths and weaknesses, 11
WrestleMania site, 95
Y
YouTube, 64