Breaking into branding – practical tips for graphic design students entering the creative industry

Breaking into the branding and creative industry isn’t easy. Every year, thousands of talented design graduates enter the job market, but competition is fierce, expectations are high and landing that first role can feel impossible.

And with branding roles in particular demanding a mix of creativity, strategy and commercial awareness, the gap between what’s taught in education and what’s needed in the real world feels wider than ever.

Despite being one of the fastest-growing sectors in the UK, the creative industry – and branding within it – continues to suffer from a mismatch in skills and expectations. There’s a growing disconnect between what’s taught in education and what’s actually needed in the workplace. This is in large part down to how vast the industry is, the types of roles – both broad-skilled and specialist – as well as the types of businesses – small and large agencies, start-ups and blue-chip corporates.

Admittedly, it’s hard to capture the entire industry and convey the nuances to students. What each business looks for can vary widely, so it’s hard to blanket prepare for all eventualities.

Recent research by the PEC highlights a persistent skills mismatch – with many graduates stepping into creative roles only to find they’re underprepared for the pace, expectations and practical demands of agency life.

It’s not a question of talent or ambition, but of readiness. Educators often focus on theory and conceptual work, while agencies need strategic thinking, technical know-how and the confidence to collaborate with clients from day one. It’s no wonder so many junior creatives feel they’re playing catch-up before they’ve even found their feet.

The creative industry thrives on innovation, but it’s facing a serious challenge when it comes to future-proofing the workforce. As highlighted in Business Reporter businesses are struggling to find talent with the right blend of creative instinct and commercial awareness – a gap that often starts in education. While students may leave education brimming with ideas, they’re rarely equipped with the real-world skills needed to navigate the evolving demands of agency life. Technological skills, collaborative working and keeping cool under pressure, these aren’t just ‘nice to haves’ – they’re expected and essential. And until education and industry are more closely aligned, the next generation of creatives will continue to enter the workplace at a disadvantage.

Creativity alone isn’t enough anymore. It’s not enough to have a strong portfolio, students need to show that they understand the brands they are designing for, and the commercial intent behind the design.

That said, the tide is beginning to turn. There’s growing recognition, from both educators and agencies, that bridging this gap needs to be a priority.

How educators and agencies are working to close the gap

I recently spoke alongside our Creative Director, Trevor Ede, at Confetti’s Industry Week 2025 to the graphic design foundation degree students about exactly this: what it really takes to stand out in a crowded creative industry. Our talk focused on practical advice – how to build a portfolio that does more than just look good, how to approach creative and brand work strategically and the skills agencies like ours are genuinely looking for.

It’s encouraging to see the course leads at Confetti championing this shift too, making a clear effort to equip their students with real, industry-relevant insight to help them step more confidently into the world of work.

So, what does that preparation actually look like? From our experience, there are four key areas that can really help students stand out – and feel more confident about stepping into agency life. We’ll look at how to build a standout portfolio, why strategic thinking is just as important as creativity, what the creative process looks like inside an agency and the practical skills agencies like ours are on the lookout for.

How to build a standout portfolio

Your portfolio is your shop window. It’s the single most important tool you have when applying for roles, so it needs to work hard for you. Here’s how to make it count:

1. Be brutal when selecting

Less is more. Employers aren’t interested in seeing every project you’ve ever worked on, they want to see the best of the best. Choose 4-5 pieces that demonstrate the breadth and depth of your skills. If a project isn’t a shining example of your work, cut it.

2. Show the process, not just the outcome

Great design isn’t just about the end product, it’s built on the foundations of the thinking behind it. Include sketches, research and early drafts to show how you developed and arrived at your ideas.

3. Make it commercial

For each piece, explain:

• What was the initial objective?
• What problem were you setting out to solve?
• How did your design drive a commercial outcome, if possible?

A striking campaign that boosts engagement? A website redesign that improves customer experience? This is the detail that matters to hiring managers. It can be difficult to do this as a student, particularly showing commercial outcomes, but instead, try including targets you were hoping for and how the creative outcomes could be tracked, to show potential employes that commercial awareness even if it’s not a real-world project.

4. Tailor it to the role

Research the business before applying. If going for an in-house role, does their branding lean towards bold, minimalist, playful or corporate? Reflect that tone in your portfolio. If going for an agency role, look at the types of clients they work with, what disciplines they specialise in and the way they position themselves. Employers want to see that you understand their brand, business and values.

5. Presentation matters

Your portfolio is a reflection of your creative skills, so make sure it looks the part. Keep the layout clean, cohesive and easy to navigate. If it’s an online portfolio, make sure it’s mobile-friendly and quick to load.

Why strategy matters in creative work

One of the most common complaints from employers? Design graduates who are creatively talented but lack strategic thinking.

“One of the things we see time and time again is that graduates might have the creative flair, but they’re often missing that strategic edge,” says Trevor Ede, our Creative Director. “It’s not just about making something look great – it has to do something. It needs to solve a problem, say the right thing and hit the brief. That’s what makes good design really work.”

Creativity needs a purpose

It’s easy to get caught up in the visual side of design – the colours, the layout, the type. But the most successful creative work doesn’t just look good, it works hard. It’s based on insight, shaped by strategy and measured by its impact.

An eye-catching logo means nothing if it doesn’t resonate with the target audience. A beautifully shot campaign is wasted if it doesn’t spark the right reaction. Design needs to do more than just impress – it needs to influence, engage and drive results.

Know the business

Understanding the client’s business, target market and commercial objectives will give your work direction and purpose. Ask yourself:

• Who are they trying to reach?
• What are their problems?
• How can your creative work help solve those problems?

Data meets design

Data has long been seen as the enemy of creativity – but it’s actually a designer’s secret weapon. Use insights to refine your work and make it more targeted. If you can combine creativity with analytical thinking, you’ll set yourself apart from other candidates.

Find your passion, but be open to adapt

When you’re starting out, it’s easy to feel like you need to be everything to everyone. And while there’s value in being flexible – especially when you’re applying for junior roles – it’s just as important to know what excites you most.

We often tell graduates to embrace that early stage of exploration. Say yes to opportunities. Be open to trying different types of projects and clients. The best creatives are those who stay curious, learn fast and adapt quickly to new challenges. But over time, the people who really start to shine are the ones who begin to carve out a niche – who combine their adaptability with a clear sense of purpose and direction.

This means rather than boxing yourself in, tune into what you’re passionate about and positioning yourself in a way that plays to those strengths. If you love brand strategy and storytelling, shout about it. If motion design or typography is your thing, show it off. Don’t be afraid to let your personality and interests come through – because employers aren’t just hiring your skills, they’re hiring your potential, perspective and energy.

“We once had a student join us for a graphic design summer placement,” says Trevor. “He was curious, asked loads of questions and made the most of his time with different teams across the business. Along the way, he discovered a real interest in 3D and motion design – something he hadn’t really explored before. He threw himself into it, retrained, and is now an award-winning motion artist working at Apple. It just goes to show – if you follow what you enjoy and get really good at it, you can carve out a niche and build a brilliant career around it.”

So, be flexible. Stay open. But start building a personal brand that reflects where you want to go, not just where you are now.

The practical skills agencies like ours look for

So, what do agencies actually look for in a junior designer? Creativity is a given – but it’s the practical skills that often set candidates apart. Here’s what makes us take notice:

1. Strategic thinking
   We’ve said it before, but it’s worth repeating – great design is rooted in purpose. Show us you understand the brief, the audience and the business problem. Talk us through your thought process, don’t just show us your final concept.
2. Communication and collaboration
   Agency work is fast-paced and team-driven. You’ll be working alongside strategists, writers, developers and account managers – and often directly with clients. Clear, confident communication is key, both in your creative rationale and day-to-day project work.
3. Attention to detail
   Pixel-perfect layouts, clean file organisation, consistent use of grids and typography – the little things really do matter. We’re looking for designers who take pride in their craft and sweat the small stuff.
4. Technical ability
   You don’t need to know everything, but you do need a solid grasp of industry-standard tools – knowledge of Adobe Creative Suite, Figma and the basics of motion or prototyping tools go a long way. And if there’s something you don’t know? Show us how quickly you’re willing to learn.
5. A hunger to grow
   The best junior designers are the ones who ask questions, take feedback on board and push themselves to improve. Attitude counts. Show us that you’re eager to be part of the team.

Ready to take the next step?

Breaking into the branding industry isn’t easy – but it’s absolutely possible with the right mix of creativity, strategy and drive. Whether you’re refining your portfolio, tackling your first big interview or simply trying to build confidence in your creative abilities – keep going. The right opportunity is out there.

And while the disconnect between education and industry hasn’t vanished overnight, the shift is happening. More universities are inviting agencies and businesses into the conversation, and more students are stepping out of the classroom with a clearer view of what working in the creative industry actually looks like. The more these two worlds connect, the better prepared graduates will be.

And in terms of what students can do for themselves today – stay curious, stay open – and don’t be afraid to back yourself. The creative industry needs fresh perspectives, new energy and big ideas. And if you bring those things, you not only find a place in the industry – you’ll help shape where it’s going next.