How much do people typically charge for a full rebrand + brand guidelines as a single freelance senior designer?

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It also depends on the size of the client organization. The larger they are, the more levels of edits, approval, and red tape required. For an independent designer, a small rebrand might run anywhere between $2K - $10K. A large rebrand could be $20K - $50K. It all depends on the scope and deliverables. In your proposal, give a few pricing options and tell them what’s included within each range.

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Not to be snarky, but what’s their budget?

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I recently quoted 16k for a branding project with identity; naming; brand voice; packaging 3 skus; social template, brand guide

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Thank you that’s helpful

CD / AD 1 is on the money. Another important question I ask myself for any freelance producer is “How much do I need to be paid in order to WANT to do this job?”

That being said, freelance is extra money for me, not necessary to pay my mortgage. If it’s primary income that may change the answer to that question drastically.

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