Hourly rates hide your real cost
Quoting by the hour for creative work often undervalues the skill, preparation time, and post-production that doesn't clock visible hours.
No licensing fee = giving rights away
Quoting a flat creative fee without a licensing component means clients get unlimited commercial use of your work for the cost of a day's shoot.
Unlimited revisions kill your margin
Without a defined revision limit and a fee for additional rounds, a profitable project becomes an open-ended liability.
Why creative pricing needs a formula, not a day rate
For photographers, designers, videographers, and copywriters, flat day rates and hourly billing leave significant money on the table — because creative deliverables have a value that goes well beyond the hours they took to produce. A logo used commercially for three years is worth more than the eight hours it took to create. A campaign photograph used across all media channels is worth more than the half-day it was shot in. This template gives you Australian market rate benchmarks across five creative disciplines; a project pricing formula that includes production time, licensing, and revision rounds; and guidance on day rates versus project rates with examples of when each model produces a better outcome for you. Use the AI pricing benchmark prompt to test your current rates against current market comparables for your specific discipline, client type, and usage rights before your next quote.
What You Get
Rate Benchmarks by Discipline
Australian ranges: graphic design ($60–$120/hr), photography ($150–$350/hr), videography ($600–$2,500/project), copywriting ($80–$180/hr), and illustration ($70–$150/hr). Includes day rate equivalents and typical project minimums.
Project Pricing Formula
Formula: (hours × hourly rate) + licensing fee + revision rounds (if beyond included). Licensing is typically 20–100% of production cost depending on usage rights (web, print, broadcast, unlimited). Revision rounds: 2 included; additional rounds at $[X]/hr.
AI Pricing Benchmark Prompt
A ready-to-use prompt to benchmark your rates against current Australian market data for your specific discipline, client type, project scope, and usage rights. Includes a licensing fee calculator prompt to test whether your current licensing rates reflect actual market usage.
Who It’s For
Built for freelance and independent creative professionals operating as sole traders in Australia.
Photographers
Videographers
Graphic designers
Copywriters
Illustrators
Content creators
A preview of what's inside
Here are the benchmark rate ranges included in the free template:
Photography
$150 – $350 / hr
Portrait and commercial. Events and weddings typically quoted as a day rate or package.
Graphic Design
$60 – $120 / hr
Logo design, brand identity, and marketing collateral. Senior designers with specialist skills at the upper end.
Videography
$600 – $2,500 / project
Short-form social content at the lower end; broadcast-quality brand films at the upper end.
Copywriting
$80 – $180 / hr
General copy at the lower end; specialist B2B, technical, or direct response copywriting commands higher rates.
Pricing Formula (Preview)
Project price = (hours × rate) + licensing fee (20–100% of production) + revision overages
+ Full rate table for 5 disciplines, licensing fee calculator, revision pricing guide, and AI benchmark prompt — all inside the free download.
ATO & Compliance Note
Important
Camera equipment, editing software, hard drives, studio hire, and professional subscriptions are all deductible for creative sole traders. The instant asset write-off (up to $20,000 for eligible assets) may allow full deduction of equipment in the year of purchase. All creative income — including licensing fees and royalties — is assessable income and must be declared.
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Frequently asked questions
Common questions
What is a licensing fee and should I be charging one?
A licensing fee is the charge for the usage rights you grant to a client for your creative work — separate from the production cost of creating it. If a client plans to use your photography, design, or video commercially (on packaging, in advertising, across multiple channels, or for an extended period), a licensing fee is entirely standard and should be included in every commercial quote. Typical ranges: 20–50% of production cost for web/social use; 50–100% or more for broadcast, print, or unlimited commercial rights.
How do I price revision rounds without open-ended liability?
State the number of included revision rounds in every quote and contract before starting work. A standard offering is two rounds of revisions included. Define what constitutes a revision round (e.g. one set of consolidated feedback, not multiple separate requests). For additional rounds beyond the included number, quote and invoice at your hourly rate. State this policy in your Sole quote so the client has it in writing before the project begins.
When should I use a day rate versus a project rate?
Use a day rate when the shoot or production duration is clearly defined and the deliverables may vary (e.g. event photography, TVC production days, on-site design work). Use a project rate when the deliverables are fixed and the time may vary (e.g. logo design, website copy, brand video). Project rates reward your efficiency and remove client anxiety about costs escalating if the work takes longer than expected.
Can I claim equipment depreciation or the instant asset write-off?
For eligible assets under the $20,000 threshold, you may be able to claim the full cost in the year of purchase rather than depreciating over multiple years. Assets above the threshold are depreciated at the effective life rate for that asset type. Check with a registered tax agent whether your specific equipment purchases qualify, as eligibility rules and thresholds can change each financial year.
How do I handle a client who wants to use my work without paying a licensing fee?
Build the licensing discussion into your initial quote — not as an add-on after the client has already seen the production price. Present the production fee and the licensing fee together as a total project cost. Frame licensing as the norm: ‘The production fee covers creating the work; the licensing fee covers how you’ll use it.’ If a client resists, offer a restricted licence (web-only, 12 months) at a lower fee rather than waiving it entirely.