PORTFOLIO NOTES / PRINCIPLES
Useful before impressive.
A brand earns attention by helping someone understand or decide. These principles keep the work focused while each project develops its own character.
Start with a clear problem.
Define who the brand is for, which decision it helps with and what sits outside its scope. A narrower promise is easier to understand and improve.
Keep claims honest.
Describe current services and status plainly. Examples must be labelled, unavailable work must stay unlinked and proof should support any future performance statement.
Preserve ownership.
Keep control of the domain, hosting, source files and essential content. Document the setup so another qualified person can continue the work.
Publish what helps.
Build pages around useful questions, comparisons and decision points. Clear information should come before a larger volume of generic content.
Use measurement with restraint.
Aggregate measurement can reveal which pages are used without storing contact content or detailed visitor profiles. Privacy signals should be respected.