If you’re just starting out in the field of graphic design, you’re likely in a position where you don’t have many examples in your portfolio to show to prospective clients. Although I’ve been in the industry for a while now, I vividly remember approaching people for work and being offered ‘exposure projects’ in return.

Let’s be real – if you’ve ever come across this, where a prospect – or even an agency – has asked you to provide some sort of ‘free’ work, or you’ve been advised to produce a design for free for the credits under the guise, “We can’t afford to pay you, but a lot of people will see it…”, that, in my view, should set off alarm bells.

Design is a specialised skill, and we shouldn’t be expected to work for free. That is, unless it’s on your terms. Let me explain.

The ‘work for exposure’ trap

So, what’s the problem with accepting your first few projects for free? Surely, it can benefit new designers to build a portfolio and, therefore, guarantee future work, right?

Perhaps. But I’ll be honest: that’s never been my experience. Because the reason people are asking you for that free work isn’t for your benefit; it’s for theirs. Don’t fool yourself that they’re going to go out of their way to rave about the project to others, who will jump up and down to hire you off the back of it. Sorry to burst your bubble. It’s no more than exploitation under the guise of opportunity.

Now, I’m not saying that everyone is out to get you, and certainly, there are instances where you might see a real benefit to doing a freebie, but if that’s the case, make sure it’s on your terms and not theirs, and that you retain control over the project and the outcome.

Better than that, though, if you are faced with the question of doing exposure pieces, is to set some boundaries to ensure you’re getting something out of it, too.

Doing it on your own terms

Many of us have, during our professional careers, come across opportunities to work on charitable or community projects that are close to our hearts. In these cases, you might feel that it’s right to give something back or to offer something worthwhile to help the cause.
And that’s fine. As long as you know your boundaries and are willing to stick by them.

And in the case of charities, here’s a little secret they might not want you to know: they have a (usually pretty reasonable) budget for their marketing – and that includes their branding and design. So don’t go in thinking they can’t afford your services. That’s not usually the case at all.

So set boundaries. If they say their budget is limited, then limit what they get for that price. Make sure you have a say in how the final design looks, rather than being dictated to (remember, YOU are the designer). Use the opportunity for you—not just for them.

Alternative option – make your own projects

Of course, you don’t have to do spec work. There are other ways around it, and by far the simplest is to create something of your own. I made a book a few years ago that offers a glimpse into what it was like when I went solo (here if you’re interested).

Often, I’ve read advice for new designers to create fake projects, such as taking a well-known brand and creating a ‘mock-up’ for a potential rebrand. I wouldn’t go down that route myself, because it’s not really a showcase of your skills. People are already very familiar with those brands, and trying to ‘improve’ them is, in my view, a bit of a pointless exercise.

Instead, creating something authentic that really resonates with you is a much better option. Consider the type of design you want to become known for, and create something that truly showcases this. That might be a book, a micro-site or a short animation, for example.

As a final note, value your time, your ideas, and your perspective. You don’t need to work for free to get a foot in the door, and you certainly don’t need permission to start. Work on some ideas, make your own path, and stay true to the type of designer you want to become. But it won’t be easy.