Set Studio just launched a new re-branding. It's packed with new positioning and messaging, along with a visual change itself. It's a wonderful re-vamp that's focused on the difference between a small, tight-knit, highly skilled company of craftspeople and a "traditional" agency that's over-priced and inefficient.
Something I'm always on a look-out for on any site—personal/individual site and agency alike—is pricing.
- How do they communicate pricing?
- How does their pricing align with stated values?
- Do their brand story and pricing strategy mesh well?
- Pricing by hour, project, or statically set?
- How am I pricing, comparatively?
and finally...
- What are their prices?
Inclusive Pricing
What's valuable, on a broader scale, about the practice of publishing prices publicly on a pricing page is its inclusivity (and exclusivity).
I appreciate inclusive pricing that's on a scale based on need, but it can get subjective very quickly when approaching from a contracted services perspective rather than purchasable products. I'm a big fan of sharing and communicating salaries & income—not yet at Dan Mall's level of transparency myself, but want to get there one day.
Three fantastic, punchy sentences about pricing, from Set Studio (emphasis my own):
We’re honest about our efficient pricing. **It’s based on two week sprints, priced the same for everyone.***
Pricing the same for everyone allows a more even stack. They're not going to overcharge becuase you happen to come from a big company and know they can get more out of you for making a project go on and on. (This also strengthens Set's pitch that they're Different than the traditional agency.)
Every sprint ends with a playback and review to make sure we’re all on track to deliver on time and on budget.
Then, they're following up an managing expectations on what it's like to work with them, all in three sentences. Frequent communication with an explicit rhythm & cadence.
Price per sprint
This is a fun combination of being a set price while also being "hourly." This is in line with how I've been aligning my own pricing strategy.
£15,000 per sprint is super insightful.
From this, there are quite a few inferences around the company and what to expect working with them:
- They use agile methods & terminology.
- They're fully focused on the project at hand (one full sprint rather than balancing multiple projects in one sprint at the agency).
- Pricing is simple.
I appreciate the transparency in it. They also list typical project budgets that can also help clients do some math on how long some project types might take (and pricing).
- Brand strategy: starting at £90,000; (6 sprints; 12 weeks; 3 months)
- Brand design: starting at £60,000; (4 sprints; 8 weeks; 2 months)
- Website design: starting at £90,000; (6 sprints; 12 weeks; 3 months)
- Design systems: starting at £135,000; (9 sprints; 18 weeks; 6 months)
- Landing pages: starting at £45,000; (3 sprints; 6 weeks; 1.5 months)
- Consultation and training: starting at £15,000; (1 sprint; 2 weeks; 0.5 months)
Contextualizing time & money
I appreciate such open pricing because, not only is it transparent, but it helps me understand the breadth of what "real world prices" are and how they map to time.
My own design system project & client last year was around two months and nowhere near the prices they've set. To learn that a starting point for design system work to be near six months of work. Wonderful to learn.
With my own challenges understanding and contextualizing time, the typical projects also aid in understanding what a small team of highly skilled individuals in a strong'n'gellin' team can accomplish in an amount of time as well.
A founder, tech lead, design lead, and producer—and their indy freelancer network for supplement—can get a lot done in a short time. At high quality.
Closing
It's always great to see rebrands and how the shifts permeate through the agency's marketing collateral and approach. I'm taking away a lot from this rebrand, learning along the way.
When pricing is simple, it gives way for the complex work to get started sooner, bringing focus to the work and not running up cost.
Well done, Andy Bell and Set Studio team! This looks like a fantastic site with a great foundation for the future. Congrats :D