Over on Monaco Reps new Look Here blog there’s an interview with Claudia Monaco on the real secrets behind strong portfolios. I’ve pulled my favorite bits to whet your appetite, but you’ve got to read the whole thing (here).
- I prefer to have at least 200 images to work with when I’m putting together a portfolio.
- when a client takes a look at it, from page one to whatever, it is clearly one vision, one eye, one style, one artist. In order for many artists to get there, they need to experiment a bit by doing many things before they wind up with a cohesive vision. Here at this agency, I don’t consider repping someone unless they are already at a certain point of that arc of development.
- a portfolio – which I would like to say right now is NOT a coffee table book, it is not a personal expression. It is a tool for getting assignments. Period.
- The reason it’s a really strong portfolio is because its foundation is stories.
- The layout of the portfolio takes much longer than the edit of the images. Depending on the photographer it can take weeks.
- The use of white in a portfolio should be consciously made, and done sparingly.
- There has been a shift over the years towards concentrated portfolios; twenty years ago, that was not necessarily the case. Things have become more and more limited in terms of what people want to see in a portfolio.
- As impressive as technology is, nothing beats the tactile quality of a portfolio, the turning of the pages and the paper, is often a wonderful experience, like opening an envelope with expectations.
- You have to be able to do things as quickly as possible. So we reintroduced acetate pages back into our portfolios. I have to say I feel much better about our books now. The turn around time for new work can be one day.
- Our Video in Print pages are actual pages with a video screen embedded into the page:


