Pricing feels personal, but it doesn't have to be a guessing game. The goal is a number that reflects the value you deliver, sustains your business, and still feels fair to the client. Here's how to get there.

Know your floor

Start by calculating what you need to earn — your living costs, taxes, software, time off, and unpaid hours spent on admin and finding work. Divide that by your realistic billable hours. That's your floor; never price below it.

Price the outcome, not the hour

A logo that anchors a brand for years is worth far more than the hours it takes to draw. Where you can, price by project and by the value delivered. Clients care about results, not your time sheet.

Use tiers

Offering Basic, Standard, and Premium packages lets clients self-select and nudges many toward the middle. It also reframes the conversation from "how much?" to "which option?"

Raise rates deliberately

As your portfolio and reviews grow, so should your prices. Raise them with new clients first, and don't apologise for it — confident, clearly-communicated pricing signals quality.

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