Just gone freelance and feeling lost about pricing? Creative Director Sarah Gross shares honest advice on working out your value and what to charge. Learn why seniority isn't just about time served, how strategic thinking separates the levels, and the three pillars that give you pricing power. This practical discussion covers everything from setting minimum thresholds to treating pricing as a movable feast. Perfect for newly freelance creatives who want to position themselves confidently and charge what they're actually worth, not what imposter syndrome whispers they deserve.
Going freelance after redundancy can feel like stepping into the unknown, especially when you're unsure where you fit in the creative hierarchy or what to charge. The good news? You're not alone in this confusion, and there are practical ways to work out your value and price accordingly.
This question was answered by Sarah Gross – Creative Director and Partner at Storyfolk – who brings years of experience in strategic design and business growth, alongside her business partner's insights on accelerated career development. Andy Wright from Never Not Creative hosted the discussion.
Sarah explains that seniority "looks different client to individual" and isn't solely determined by years of experience. While some people take "15 years to go from a junior to a senior," others can accelerate much faster in the right environment.
The key differentiator is "the impact and expertise you can bring" rather than how long you've been in the industry. Sarah suggests thinking about "the value you bring to your clients" and identifying "what your specialisation is within design."
What truly distinguishes a senior from a mid-weight or junior is strategic thinking capability. Sarah notes this "leadership or strategy kind of perspective" is "probably what separates a midway junior from a senior."
If you don't feel you're at that strategic level yet, Sarah recommends taking on "projects that accelerate that skill set or upskill in those areas." It's never too late to develop these crucial abilities that clients value most.
Sarah identifies three essential elements for successful freelancing: "reputation, relationships, and portfolio." She emphasises that "if you can have those three, the world's your oyster."
However, if you're strong in one area but weak in others, focus your efforts accordingly. "If you feel like you've got great work but not the relationships, maybe you need to work on the relationship component to get more work."
Don't expect to get your pricing perfect immediately. Sarah describes pricing as "a movable feast" where "you'll charge something for one project and maybe two and three and then actually if it seems to be working well it's okay to then push again."
As your work improves and your confidence grows, "it's okay to start charging more for it as well." The key is learning from each project and adjusting accordingly.
Sarah shares a practical lesson from her agency's early days: they started with "smaller projects" but found they "all kind of seemed to take up a lot of time." To focus on "bigger kind of juicier projects," they established a threshold, saying "we're never going to go below this price."
This approach naturally filters clients and creates "different pricing conversations" that position you as a more premium service provider.
Never Not Creative Circles offer peer support groups specifically designed for creatives facing challenges like yours. These confidential, non-competitive spaces connect you with other creatives who understand the unique pressures of freelance life and career transitions.
Meeting monthly with trained facilitators and 8-10 peers, Circles provide practical mental health education, group discussions, and action planning. The program requires a six-month commitment to build trust and lasting support networks.
For someone navigating the uncertainty of freelance pricing and positioning, Circles offer a safe space to share experiences, gain confidence, and connect with others who've faced similar challenges. Learn more about NNC Circles here.
Remember, working out your value as a freelancer isn't a one-time calculation. It's an ongoing process of understanding your strengths, building relationships, and gradually increasing your rates as your expertise grows.
You've already taken the brave step of going freelance. Now it's about giving yourself permission to experiment, learn from each project, and gradually build the reputation and relationships that will support higher rates. Your worth isn't fixed – it grows with every project you complete and every client relationship you nurture.
Creative Director and Partner at Storyfolk, a Melbourne and Torquay branding studio. Blends strategy, design, art direction and copy to craft bold, meaningful brands. Believes in design as a force for good.
Psychologist & founder of The TARA Clinic, helping high-achievers overcome addiction without shame. Focused on practical, flexible solutions like on-demand courses to support lasting change.
Founder of Never Not Creative, CEO of Streamtime & co-chair of Mentally Healthy, driven to make the creative industry fairer & more human. Believes great work should never cost wellbeing.
