Proposals and negotiation

Why create a design proposal?

A proposal typically follows your initial discovery meetings with the client. Review your agenda and meeting minutes, then dig into research based on what was discussed. Explore possible directions for the project, and present a clear case for why the client should work with you and follow a specific creative approach.

Objectives and research

Before you begin writing your proposal, make sure you have both objectives and research clearly defined. Refer back to this information often as you develop concepts, so you stay aligned with the client’s needs.

What is included in a proposal?

Much of the proposal is simply an organized version of everything you talked about in your early conversations with the client.

Sections often include:

• Market overview

• Objectives and project requirements

• Price estimation tied to tangible action items

• A price disclaimer stating that costs may change based on project scope

• Research

• Art or illustration needs

• Typography

• Programming

• Print coordination and production partners

• Subcontracted relationships

• Payment schedules

• Usage rights

• Milestones,, or “What is next?”

Look and feel of the presentation

A proposal should visually reflect your skill as a designer. The Graphic Artists Guild Handbook explains that the appearance of your proposal communicates your professionalism as much as the content inside it.

Delegate roles in the partnership

Clarify who is responsible for each component of the collaboration. This prevents confusion and helps set healthy expectations.

Consider:

• Who is writing the copy?

• Who is hosting or maintaining the website?

• Will outsourcing be needed,, such as print partners or production teams?

• How will photos be sourced?

• Is original artwork being illustrated?

• Are infographics, icons, or charts part of the scope?

• Who handles purchasing or procurement?

Negotiation strategies

(Graphic Artists Guild, 17th Edition)

Build your own virtuous cycle. Create a network of clients who see you as an expert. When clients recognize your value, your proposed fees are respected.

Behave like an expert. Ask questions, stay organized, plan ahead, and be confident in your decisions.

Ask questions and absorb their answers. Take notes and clarify statements. This leads to strategic execution and a strong client relationship.

Do not overshadow the client by talking too much. Stay calm, listen carefully, and avoid filling silence out of discomfort.

Separate yourself from your work. Reduce emotional attachment to decisions. Treat your work as a service and a deliverable that visually communicates the client’s goals.

Do not accept the first offer. Clients expect negotiation. Respect yourself and your value, and clients will follow.

Do not work for free. Your time, expertise, and strategy matter.

Do not cut deliverables to meet a budget. Each deliverable serves a purpose. Show the client why every component matters.

Do not rush to close. Take the time to consider each step involved in the deliverables. Evaluate whether client suggestions truly align with the project realities.

Do not share every itemized financial detail. You should know your bottom line and your projected profit. Clients may use excessive transparency as leverage, so keep internal calculations internal.

Consider package options

Think about your time, budget, and creative energy when creating commitment levels. Offer small add ons,, such as an extra logo iteration, a photo retouch, or an additional design hour. Packages allow clients to see how certain elements expand the value of a project. For example, a logo paired with a brand guide creates stronger, cohesive marketing than a logo alone. Your expertise and rationale are valuable.

Explain your work as services rather than only deliverables. Walk clients through everything they receive,, including both the tangible assets and the strategic direction that supports them. Charge for your time, your output, your coordination, and all the strategic insight you bring,, such as brand voice, market analysis, and contextual research.

It is helpful to let clients know early on that pricing will be discussed. However, it is best to talk through the value and deliverables first. This gives you a stronger position during negotiation.

For example:
“This milestone is higher because instead of only delivering a logo, I am providing a full brand guide that functions as an SOP for future growth, outsourcing, and consistent visual identity. It includes strategy, logistics, usage rules, and the full file package.”

Contracts and scope

Once a proposal is signed, it becomes a legally binding contract. Author’s alterations,, meaning changes outside the agreed scope,, are billable. These may lead to overtime or hourly charges. To avoid confusion, cover as much as possible in your early conversations.

Millman, Debbie. Graphic Artists Guild Handbook, 17th Edition: Pricing and Ethical Guidelines. Graphic Artists Guild, 2025.