This is the most comprehensive class on pricing out there. In this on-demand in-depth 2-hour seminar, I go over an enormous amount of information about pricing creative work. We talk through why pricing matters, how to build confidence when discussing pricing with clients, the importance of contracts, the difference between hourly/day rates and flat rate pricing with and without Creation + Usage separation. I share in detail how to price the creation of work—introducing a scalable framework that takes into account your financial realities and long term goals and allows you to establish pricing standards that are unique to your business but align with industry standards. I discuss how usage is factored in creative work, which allows you to create sliding-scale pricing rates that will work for every client from the mom and pop business around the corner all the way up to a huge global corporation. I discuss real numbers confirmed by industry leaders and talk about how different kinds of work are priced: editorial illustration, commercial lettering and illustration, logo design work, murals, and other graphic design and creative work. This course is for any creative looking to examine their pricing practices, from those at the start of their careers to established professionals looking for ways to increase their income.

Don’t be fooled into thinking this class is just about book covers—it’s applicable to all kinds of lettering projects, especially those that deal with bringing conceptual thinking into your work and organizing complex typographical hierarchies. If you've ever struggled with creating interesting and legible layouts for your work, this is a great class for you. This course focuses on the ideation and sketch phase, with the end result being a well-developed design ready for finalization. While I use an iPad and Procreate in the class, these tools are not required for the course. All you need to get going is a pencil and paper! For tips on vectorizing art, see my other classes, listed below.

Take your logos and other design work from good to great in this in-depth class. Whether you’re looking to improve an existing project or starting from scratch, you’ll learn a methodical approach to improving individual letterforms and overall designs and enhance your ability to critique your own work. Perfect for designers of any skill level.

Learn how to create beautiful letters and alphabets by starting with the simplest possible project: making a single letter. Formatted to follow the sketch to finish creation of my Penguin Drop Cap series, this very in-depth class is great for anyone interested in learning about my process for creating lettering, for learning how to create concept-driven lettering work from scratch, and for improving vector drafting skills.