If you can create a personal project from scratch to add to your portfolio, how would you approach it?

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I've done this, usually I start by picking a brand that feels like it needs some love and then depending how involved I want it to get I might do a full rebrand and continue with packaging design, then just note that it's spec work and talk about your design decisions :)

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Find a real issue to solve, e.g. So-and-so-brand’s website isn’t usable and has X and X pain points.

Then write a brief for yourself (that’ll make it really easy to explain the work at the end too) and solve for that.

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Yes, and I actually recommend it to all those I manage. It's not easy to get on the projects one is striving for, especially at the beginning stages of one's career. So creating your own, and going through the entire design process, solving an actual series of design problems and being able to intelligently speak to them, can be a real boost.

So much of the 'real' work that's done these days tends to be vaporware, anyway. That is, at least in my experience. Just because you get paid for something, doesn't mean it's better or more relevant than something that doesn't involve payment. It's all about how you think and your solutions.

I've looked at so many portfolios over a couple decades, many of them by students who had virtually no work experience, and never have I cared if their work was 'real' or not.

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