How to Price Your Live Calligraphy Services (Without Using an Hourly Rate!)
It’s 3 pm, and you get an email about a brand activation or live event. The client wants your rate for live event calligraphy. It’s the question every on-site calligrapher loves…and dreads just a little. You hesitate. You do the math in your head, try to make it sound reasonable, and give a number. $150/hour. Maybe $200. Maybe $300.
And then? Crickets.
If that sounds familiar, you’re not alone! While quoting by the hour is prevalent in live event calligraphy, it doesn’t always work in your favor. Not only does it make you seem more interchangeable, like any artist could just “show up and write”, most clients don’t understand what actually goes into a live brand activation. So when they hear your rate or see it on your proposal, they just hear “that’s expensive” and don’t see the full scope of what you’re bringing to their event.
That’s where packages come in!
Not sure how to shift from an hourly rate to a live event package? This post will walk you through how to build one, how to present it on your proposal, and you can grab my free Live Calligraphy Supplies Checklist to get crystal clear on what actually goes into your events, so you can turn your lettering service into a premium must-have.
Photo by Kalen Jesse
Why quoting your hourly rate can hurt your live calligraphy bookings
First, let’s take a step back. If you’re just getting into the world of on-site calligraphy, you’re probably looking at what other people are doing, and most live calligraphers use hourly rates to price their services. I did too, for several years into my calligraphy business! It’s what we’re used to seeing in the industry. About 6 months ago, I started looking for new ways to present my pricing because it felt like the hourly rates never fully compensated us for our value.
I’d heard of a few different methods, like half-day or full-day rates, which is a better approach, but still trades off time for a dollar amount. And even that pricing approach has its challenges; for example, a few calligraphers told me they had clients take advantage of half or full day rates to get more time than they actually needed! I mean, why wouldn’t the client keep you on for the full amount of time if they are paying for it?
Ultimately, what I was finding is that hourly rates are easy for clients to dismiss, especially when they don’t understand the full scope of what they’re paying for. A number like $200/hour or $800 for a half-day (4 hours) can feel steep when they only see the hours you're on-site.
But you and I know there’s way more to it than just showing up on-site!
Charging an “hourly rate,” doesn’t convey that the price also reflects the time you spend on traveling, setting up, the prep work ahead of the event, the years of practicing your craft, how much help you need to properly care for the amount of guests they have, or even the most basic element - the cost of your equipment and materials. You’re not showing them what it takes to test surfaces, create signage and order forms, or manage a smooth, thoughtful experience for every guest.
More importantly, you’re not positioning yourself as a premium experience that’s going to elevate their brand activation or event in a meaningful way.
It makes it easier for clients to question the price, the value or pass altogether. Not because you’re too expensive, but because they don’t understand the value.
Photo by Kalen Jesse
So… do you still need an hourly rate for calligraphy?
Yes, you need to know your hourly rate! But it’s for YOU, not them. Your hourly rate is still a useful internal tool. It gives you a fast way to run the numbers when a new inquiry comes in or to gut-check whether a project is worth your time.
Think of it as the foundation you build your package pricing on — not the thing you lead with in the client conversation. Take the time to calculate your hourly rate. Make sure it includes the work you do behind the scenes, like the prep, materials, travel, and setup. That way, you end up with an accurate reflection of your time that you can use for your internal calculations.
If you need help with pricing, pause here and read my blog How to set your Prices as a Calligrapher. It goes into more detail about hourly rates and how to use them in your pricing. Then come back, because I’m about to show you how to turn that number into your package!
An example of what to include in your live event calligraphy proposal
When I first started doing live events, I shared my hourly rate directly with the client. But over time, I realized the hourly rate wasn’t telling the full story — and it definitely wasn’t helping me book bigger, more aligned brand activations or live events.
Now, when I share my pricing, I include EVERYTHING that my estimate includes. And that means my quote looks something like this.
How to Build a Live Calligraphy Package That Clients Actually Buy:
Your custom package includes:
1 experienced calligraphy artist and 1 assistant
Up to 2 hours of in-studio prep prior to the event
Up to 30 minutes advance arrival for setup
Up to 2 hours on site, free-hand hot foiling luggage tags with a single word / name / initials in calligraphy style
Supplies, equipment, and 2 foil colors
Travel time and expenses
Personalized keepsake for the event host
When a client sees all of that listed out, they understand exactly what they’re paying for. It’s no longer just someone “showing up to write” — it’s a fully managed, premium experience that reflects their guest experience and makes them look good.
Just take a look at the two side by side one more time.
See it?!
You don’t need to include every bullet point above; this was just an example. Each one of your live calligraphy proposals will likely look a little different to include things the client wants. The point is to be thoughtful and specific. Make sure your quote reflects the full scope of what you’re doing, so the client sees the value from the start.
Why clients prefer to see packages over hourly rates on live calligraphy proposals
When you send a client a package, not just a price, you’re doing more than quoting a service. You’re communicating that this is a thoughtful and professional experience. You’ve considered the full scope, prepped for the details, and built something designed to reflect their brand and their guest experience.
Background photo by Kalen Jesse
Clients love that!
They feel reassured knowing you’ve already thought about setup, timing, material needs, signage, event flow, and how to make the experience smooth for their guests. You’re not only an artist, you’re an experienced professional who’s helping them create a unique, memorable guest experience.
To be clear, we both know you’re a professional and great at what you do, that’s why the client inquired with you in the first place. Tweaking how you present your services helps the client understand your value way more, and why you’re the right choice for their event!
You can use the package pricing strategy for both larger brand activations and for smaller gigs and in-store events. No matter what size the event is, you’re still providing an experience. When clients can clearly see that experience outlined from the start, that you show up with intention — and a packing list that keeps you organized — it instantly makes you the pro they want to work with again.
Photo by Epic Endeavours
Packaging is the future of live calligraphy
Shifting from treating yourself as an hourly worker to a premium guest experience isn’t just about pricing — it’s about clarity, professionalism, and showing the full value of what you do.
When you list out everything that’s included, from prep to materials to on-site artistry, clients finally see what they’re paying for. And that makes your offer feel less like a number and more like an experience they can’t pass up.
Try it on your next proposal. Write out the full scope. Present it as a custom package and notice how differently the conversation goes. Then come back and tell me how it went!
Ready to feel more confident and prepared for your next event? Grab my Live Calligraphy Supplies Checklist — it’s free, and it’ll help you get organized and ready to wow your guests.
