If you're a front-end developer, please don't use any generators.

Hand-code it yourself.

When I'm vetting applicants for a development position and I see that your portfolio is just a customized template or generated, it's works against you.

I'm looking at your source code.

• Is it logically structured? Are you considering ADA compliance?
• Are your CSS definitions overlay nested? What do your media queries look like?
• Is your JS clean or a patch-quilt of Stackoverflow snippets?

I want to see that you can write clean, symantic markup. Demonstrate that you understand a responsive approach and cross-browser considerations. If you list being an expert in something, prove it on your site.

A brand is a lot like real estate property. Everything it puts out in the world, every addition it makes, can either either improve or hurt it's equity.

When there are disconnects, it hurts that brand's equity. You wouldn't want a Tuscan-style house with Zen garden in the courtyard.

Disconnects like this often confuse users. They're forced to relearn and reinterpret how this now fits within their brand. They start making comparisons and consider alternatives.

Gradual evolution of brand is commonplace and expected but this is a drastic change is a sterile direction for an otherwise fun, personable and approachable brand.

So tired of these "minimal" redesigns. So sterile and boring.

Are brands scared of having a personality? Scared of offending even the smallest group?

Didn't realize that animation was supposed to be a loader. Never made it beyond was seemed to be a never-ending animation.

scroll interfaces, like this one, are terrible on tablets. After a swipe, effects have to wait until the page stops then everything plays catch up. More often, it crashes the browser... Like it just did to me on my iPad.

Font Bureau sells the family for $3k (granted that's 80 fonts).

A quick view-source reveals usage of three fonts: Book, Regular and Medium. I guess italics are out.

Curious what the license agreement looks like.

What would I learn from the people I'd be working with/for?

Would I enjoy having a drink with them after a long day?

No amount of money or time for side projects negates missing on these two points.

Very much so. The feedback loop keeps me humble.

Being so close to something, learning who the customers/users actually are, understanding the product/market fit and trying to stay true to that -- these are the experiences that shape me as a designer.

Thanks for sharing this! I had the same feelings while freelancing and shared in your frustration.

I suspect most freelance designers feel this way to some degree because "design as a process" is a tough sell to clients. That sort of work is typically only possible when you have the luxury of retainer contracts or maintenance agreements.

I went on and created my own company (with a fellow freelancer) and there was certainly an adjustment period between my mindset designing as a freelancer and now designing for my company.