Design agency undercharging at $21K.
To $115K by owning their value.

A brand design agency with 4 full-time designers, stunning portfolio, and great client testimonials. Closing brand identity projects at $8K-$15K each. At that price point they were burning out trying to fulfill volume. Everyone in the industry knew their work was premium. They weren't charging premium. And because they were price-competing, they were attracting clients who also wanted to price-compete on future projects.

• Undercharged by at least 3x for marketSimilar agencies were charging $30K-60K for the same scope. They were leaving $20K+ on the table per project.
• Wrong-fit clientsCheap clients wanted the most revisions, asked the most questions, and gave the worst testimonials. Classic price-filter failure.
• No proposal structureEvery proposal custom-written. Huge time sink. No consistency, no conversion baseline.
• No retainer or recurring workEverything one-off project-based. Feast and famine cycles.

Pricing was the entry move. Not small increases. A complete repositioning that put them in a different market segment entirely. We rebuilt how they talked about their work, who they talked to, and how they closed. The talent didn't change. The container around it did.

• Raised baseline project fee to $35KMinimum engagement. Walked away from anyone not ready for it. Closed more deals at higher price within 60 days.
• Repositioned as strategy-led brand consultancyNot "design agency." "Brand strategy and identity for scaling B2B companies." Targeting $10M+ revenue businesses.
• Built Brand Ops retainer offering$8K/month retainer for ongoing brand execution work. Launched to existing client base. 7 signed in first 90 days.
• Structured proposal template + sales processFive-page proposal built around positioning, investment, timeline, and expected outcomes. Closes at 54%.
• Content led by founderWeekly LinkedIn content about brand strategy for B2B. Grew founder's profile from 3K to 18K in 10 months.

Three days after we raised prices, a warm lead walked away. The founder panicked and wanted to backpedal. We didn't. Two weeks later a bigger lead closed at the full price without hesitation. That was the moment they believed the math. Premium clients hire the premium option. Discount clients hire the discount option. There's almost no overlap.