More than Price:
Designing Scope, Value, and Agreements for Better Work
Thursday, April 16th
6:00-8:00PM
date & time
COIN DOWNTOWN @ 105 Washington St SE, Huntsville, AL 35801
address
Most pricing advice focuses on rates—but pricing problems are rarely just about knowing the right number to say.
In this session, Sherra Bell shares a more strategic approach based on understanding and communicating three key elements: scope, value, and agreements. Attendees will learn how to define their work more clearly, communicate its impact, and structure client relationships for stronger outcomes.
Drawing from real-world consulting experience and informed by industry standards such as the Graphic Artists Guild Handbook: Pricing & Ethical Guidelines (17th Edition), this session connects practical frameworks with established professional practices around pricing and agreements.
With added insight into how AI is shifting the value of design work, as well as the importance of working together to protect creative rights through initiatives like the Graphic Artists Guild’s No Artists, No Artcampaign, this session offers a timely and practical approach for designers at any stage.
Attendees will:
Understand why pricing challenges stem from unclear scope and value—not just rates
Gain language to articulate the value of their work beyond deliverables
Identify the key elements of agreements that reduce scope creep and misalignment
Understand how AI is shifting the value of design work—and why creative rights and IP protection matter
Become more aware of industry standards and resources, including the Graphic Artists Guild Handbook
Walk away with a practical framework for approaching their next project or salary negotiation with more clarity and confidence
About Sherri
Sherra Bell is a business consultant serving creative entrepreneurs. Formally educated as both a designer and a social justice advocate, she spent a number of years as a creative recruiter before realizing that it was her insight and advice about the industry (especially sales) people wanted most. A former AIGA Atlanta President and an AIGA National Board member responsible for supporting local chapters and their leaders, Sherra currently serves as the Secretary of the Graphic Artists Guild. She will be introduced by Lennie Gray who currently serves as the South Region Representative and your point of contact for any future Graphic Artists Guild volunteer opportunities or advocacy needs.
About Lennie
Lennie Gray is a multi-disciplinary designer and creative strategist who specializes in social impact and sustainable design. A creative industry thought leader in fostering resilient creative communities that make a positive impact. With a graphic arts background as a Letterpress printmaker and brand strategist, Lennie’s creative direction can be found across print, web, film, and even on living community projects like building organic urban farms. Lennie’s refreshing candor, and approach to design keeps the conversation honest while shining a light on challenging subjects that impact us all. Lennie is inspired by the power of each moment, the abundance of love, human imagination, and kindness found in strangers.