My Pricing Journey as a Freelance Branding Photographer

Let’s get straight into it!

The start – 2023

What I was charging – Free to $50/hour

The beginning of my pricing journey was confusing. I had no experience, no real understanding of what my work was worth, and honestly, not much confidence either. I took on a lot of shoots for free or for very little, simply because I didn’t feel comfortable charging yet.

There’s no handbook for this industry. You figure it out as you go.

Looking back, my work wasn’t that strong at this stage, and deep down I knew it. I was learning, experimenting, and trying to find my footing. One of my first paid jobs was actually interstate. It involved travel at my own expense and 4 to 6 hours of event coverage. I was paid $200.

At the time, I didn’t question it. I was just so excited that someone was willing to pay me to take photos.

2024 – I got hired as a contract photographer

What I was getting paid – $35/hour

In 2024, I made a shift. I decided to start reaching out to local businesses, putting myself out there properly for the first time.

That same day, I landed an opportunity to work with a local creative. It felt like a turning point. Someone trusted me enough to bring me into their business, and I was getting paid to do something I genuinely loved.

It wasn’t about the money at this stage. It was about momentum, experience, and being in the room.

2025 – going out on my own

What I was charging – $250/hour

By 2025, I was ready to create more for myself. I started stepping into my own brand, but I still carried limiting beliefs around pricing.

I believed that $250/hour was my ceiling. I had heard from other creatives that there wasn’t real demand for photography, especially in smaller areas. That mindset stuck with me more than it should have.

The result was that I stayed busy, but I wasn’t profitable. Every dollar I made went straight back into the business. Gear, software, travel, time. It all added up quickly.

I was working hard, but not sustainably.

Late 2025

The pricing shift – $1200 minimum project price

Everything shifted when I actually sat down and calculated my cost of operations.

Not just the shoot time, but everything. Planning, communication, shooting, editing, delivery, admin, travel, and the mental load that comes with running a creative business.

That’s when I realised I needed a base price. A minimum that ensured every project was worth my time and energy.

I set a $1200 minimum project price.

Every brand project is different. Some require models, locations, styling, travel, or extended usage. But having that floor made pricing clearer and more sustainable. It gave me structure and confidence when quoting.

What I’ve learned

Pricing as a freelance photographer is not something you get right from the start. It’s something you build over time.

I don’t regret doing free shoots. They helped me grow, build my portfolio, and figure out what I actually enjoy creating. Even now, I still take on test shoots when I want to experiment or push my creativity.

But there’s a difference between creating for growth and undercharging out of fear.

At some point, you have to protect your energy and build a business that supports you.

The photos you create help brands sell their products. There is real value in that, and your pricing should reflect it.

There is also a customer at every price point. I’ve booked projects at every level I’ve offered. The difference now is that I’m confident in what I provide.

With higher pricing comes the ability to deliver a more considered, in-depth experience. Better planning, stronger creative direction, and ultimately, better results for the client.

And that’s what makes it worth it.

Sarah

Solitude Creative

Your Australian Brand Photographer

April 2026