Earning by Design: Graphic Design, Freelancing, Business Marketing Strategies

4 The Creatives
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  • DESIGN
  • UPDATED WEEKLY

Welcome to Earning by Design, the podcast that helps you turn your passion for graphic design into a profitable freelance business. I'm Lauren Gonzalez, and 8 years ago, I left my job as an in-house graphic designer to start my own design business. But the journey wasn't always smooth sailing. I faced challenges with finding clients, pricing projects, and achieving consistency in my income. After a lot of trial and error, I discovered the strategies and insights that helped me build a successful six-figure design business from scratch. A business that lets me work on my own schedule, spend more time with my family and only design for clients that excite me and pay me well.In this podcast, I'll be sharing those hard-earned insights and actionable strategies with you. Whether you are new to freelancing or are looking to grow your freelance design business to live life on your own terms, then this podcast is for you. Join me as we dive in and discover how you can turn your passion for design into a profitable and fulfilling freelance business. My website: https://4thecreatives.com

  1. MAR 12

    Ep. 44: Breaking Through the $50K Freelance Ceiling: Here’s How

    Text us your questions, and we'll address them in the show! Many freelance designers hit an income ceiling around $50K per year, despite putting in more hours and taking on more projects. It's not about working harder—it’s about working smarter. In this episode, you'll discover: The core mindset barriers keeping designers stuck at $50K and how to shift past them.How to stop pricing based on fear and start charging your true value.Why being a generalist keeps your income capped (and how niching down can solve this).The crucial difference between hourly billing and value-based pricing.How strategic positioning, dynamic pricing, and retainers can help you scale beyond your current plateau.Ready to finally break through the $50K barrier and reach six figures and beyond? Tune in and let's level up your design business together! CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    27 min

  2. FEB 10

    Ep. 43: The Most Frustrating Parts of Freelancing—And How to Fix Them

    Text us your questions, and we'll address them in the show! Freelancing as a designer can be an amazing career path—but let’s be real, it comes with its fair share of annoyances. Late payments, ghosting clients, unpredictable referrals, and the dreaded feast-or-famine cycle can make running your business feel overwhelming. In this episode, I’m sharing: How to confidently handle late payments (without feeling awkward).Why you shouldn’t depend on referrals for a steady income.The right way to follow up with potential clients (without being pushy).How to spot toxic clients before they drain your energy.Ways to stabilize your income and avoid dry months.If you’ve ever struggled with client issues or want to streamline your business for less stress, this episode is for you. Tune in and take control of your freelance career! CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    20 min

  3. JAN 14

    Ep. 42: Top 5 Ways to Get Clients That Worked in 2024 (and What to Avoid)

    Text us your questions, and we'll address them in the show! Podcast Description: In this first episode of 2025, I’m diving into five different client acquisition strategies—ranked from worst to best—based on my personal experience and the successes of my students. If you’ve been relying on outdated methods to land clients or feel stuck in your outreach approach, this episode is for you. Here’s what you’ll learn: Why Facebook and Instagram may no longer be your best bet.The surprising effectiveness of in-person networking and events for building real connections.How email outreach can still work—if done the right way.Why LinkedIn continues to be the top platform for securing high-quality clients—and how to master it.By the end of this episode, you’ll have a clear roadmap of where to focus your efforts for client acquisition and how to make 2025 your best business year yet. LinkedIn Episodes: Ep 33: Stand Out on LinkedIn: https://4thecreatives.com/episode-33-stand-out-on-linkedin-social-selling-for-designers-with-michelle-j-raymond/ Ep 31: Strategies to Get Clients on LinkedIn: https://4thecreatives.com/episode-31-how-to-use-linkedin-to-get-graphic-design-clients-with-louise-brogan/ Perfecting Your Elevator Pitch: https://4thecreatives.com/episode-23-mastering-your-elevator-pitch-the-art-of-persuasion-in-30-seconds/ CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    16 min

  4. 12/10/2024

    Ep. 41: How to Beat the New Year Client Slowdown

    Text us your questions, and we'll address them in the show! In this episode of Earning by Design, I’m diving into quarter one trends across 15 different industries and what they mean for your design business. If you’ve ever wondered why some months are booming with projects while others feel like a ghost town, this episode is for you. I’ll break down the unique rhythms of each industry in Q1, from e-commerce to fitness, education, real estate, and more. By understanding these patterns, you’ll be better equipped to anticipate slowdowns, position your services, and capture new opportunities as they arise. Key takeaways include: Understanding the key events and trends that shape Q1 in various industries.How to align your services to client needs during this critical time.Tips for using slower months to build connections, refine your portfolio, and prepare for upcoming opportunities.This episode is packed with insights to help you start the new year strong and make the most of quarter one. Don’t miss it! CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    27 min

  5. 12/03/2024

    Ep. 40: 5 Steps to Prepare Your Design Business for a Prosperous 2025!

    Text us your questions, and we'll address them in the show! In this episode of Earning by Design, I’m sharing five essential steps to help you prepare your design business for a successful 2025. These are the exact steps I take every December to reflect on the past year, set meaningful goals, and ensure my business is ready to thrive in the year ahead. Key takeaways include: Revisit Your Services and Portfolio: Learn how to audit your services and portfolio to ensure they align with your goals and attract the right clients.Adjust Your Pricing: Why an annual pricing review is essential and how to confidently increase your rates.Set Clear Goals: How to outline business and creative goals for the year ahead and reconnect with your “why.”Streamline Your Workflow: Tips for improving efficiency and avoiding burnout with smarter processes.Strengthen Client Relationships: Easy ways to nurture relationships with current and past clients to set yourself up for more referrals and repeat business.This episode is perfect for designers looking to grow their business, avoid burnout, and start the new year with focus and clarity. Listen now to set yourself up for success in 2025! CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    24 min

  6. 11/12/2024

    Ep. 39: How to Avoid Brand Identity Design Mistakes and Impress Your Clients

    Text us your questions, and we'll address them in the show! In this episode of Earning by Design, I dive into some of the most common mistakes designers make when creating brand identities—and why avoiding these pitfalls is essential for delivering effective, professional work to clients. Brand identity is powerful when done right, but small errors can quickly undermine your design’s impact and longevity. Key takeaways include: Think Beyond Trends: Why following design trends can backfire in the long run, and how to create timeless brand identities instead.Know Your Audience: Why it’s crucial to understand the client’s target audience and how ignoring this step can lead to a disconnect between the brand and its consumers.Keep it Simple: The importance of simplicity in logo design and why over-complicating can hurt brand recognition.Align with Brand Personality: How to ensure that your designs reflect the brand’s unique personality and tone.Consider Emotional Impact: Tips on creating designs that evoke the right emotions in the target audience for stronger brand connections.This episode is filled with actionable insights to help you elevate your brand identity work and deliver designs that stand the test of time. Whether you’re just starting out or looking to refine your skills, these tips will help you avoid costly mistakes and create more effective brand identities. CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    24 min

  7. 11/05/2024

    Ep. 38: To Discount or Not to Discount? Pricing Strategies for New Designers

    Text us your questions, and we'll address them in the show! In this episode of Earning by Design, I tackle a question that many new designers wrestle with: Should you charge full price when you’re just starting out, or should you offer discounts (or even freebies) to get your foot in the door? It’s a tricky balance, especially when you’re eager to build your client base and establish trust. Pricing List: https://4thecreatives.com/pricing/ Key takeaways include: Finding the Sweet Spot Between Value and Discounts: Learn how to price your services to attract clients while also honoring the value of your work. I’ll share insights on why a modest discount can incentivize new clients, but giving away services for free might do more harm than good.Leveraging the “Costco Effect”: Discover how to apply strategies from retail giants like Costco, who use samples and discounts to build trust and win lifelong customers, without devaluing your services.Tiered Pricing and Starter Packages: Tips on creating packages that offer extra value without overwhelming clients. This approach can help clients feel more comfortable investing, especially when they’re unfamiliar with your work.Avoiding the “Exposure Trap”: Learn why working for “exposure” or heavily discounting your work can backfire—and how to set boundaries with clients who may try to take advantage.Playing the Long Game: Why it’s essential to be patient and build your portfolio and reputation over time. I’ll share advice on how to maintain professionalism and stick to your pricing goals as you gain experience and grow your business.If you’re a new designer or freelancer wondering how to set fair, competitive prices that still attract clients, this episode will help you find a balanced approach. It’s all about building trust with your clients, valuing your work, and growing your business with confidence. CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    12 min

  8. 10/29/2024

    Ep. 37: The Essential Difference: Brand Identity vs. Brand Strategy for Designers

    Text us your questions, and we'll address them in the show! In this episode of Earning by Design, I explore a critical distinction that can elevate your work as a designer: the difference between brand identity and brand strategy. While both are essential to building a strong brand, they serve distinct roles, and understanding each can make you a more valuable partner to your clients. Key takeaways include: Brand Identity Essentials: Learn the key elements of a brand identity and why it’s much more than just a logo—spanning color choices, typography, imagery, and voice to create a cohesive visual system.Understanding Brand Strategy: Discover what goes into a brand strategy, including target audience, purpose, positioning, and messaging. Strategy defines a brand's goals and helps direct how a brand communicates and grows over time.Aligning Identity with Strategy: Why aligning your design choices with the brand’s strategic goals and purpose ensures your work resonates with the right audience and adds real value.Bridging the Gap for Success: Practical tips for integrating strategic insights into your design process and elevating your client relationships by positioning yourself as a brand partner.YouTube video mentioned Brand Identity vs. Brand Strategy:  https://youtu.be/CUuFb0B15os?si=qDZw4q1eeUid7TYC Marty Neumeier Branding book "The Brand Gap": https://a.co/d/fD4VqCA This episode is all about empowering you to go beyond aesthetics and design with purpose, creating brand identities that align with a clear strategy. For more resources to help you build a successful design business, visit 4thecreatives.com. CONNECT WITH ME! Website: https://4thecreatives.com YouTube: https://www.youtube.com/4thecreatives Instagram: https://www.instagram.com/4thecreatives/

    19 min
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4.9
out of 5
12 Ratings

About

Welcome to Earning by Design, the podcast that helps you turn your passion for graphic design into a profitable freelance business. I'm Lauren Gonzalez, and 8 years ago, I left my job as an in-house graphic designer to start my own design business. But the journey wasn't always smooth sailing. I faced challenges with finding clients, pricing projects, and achieving consistency in my income. After a lot of trial and error, I discovered the strategies and insights that helped me build a successful six-figure design business from scratch. A business that lets me work on my own schedule, spend more time with my family and only design for clients that excite me and pay me well.In this podcast, I'll be sharing those hard-earned insights and actionable strategies with you. Whether you are new to freelancing or are looking to grow your freelance design business to live life on your own terms, then this podcast is for you. Join me as we dive in and discover how you can turn your passion for design into a profitable and fulfilling freelance business. My website: https://4thecreatives.com

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