The Power of Packaging Your Expertise as a Lettering Artist

Jun 03, 2024
Packaging Model

Creative freelancers often find themselves in a relentless cycle of trading time for money, which is fine if you are just starting out, but when you have expertise and years of experience, it is not sustainable. 


To escape this cycle, freelancers can take three alternative pathways: Platform, Product, and Packaging, and we have been diving deep into each of these topics over the last few weeks. 

You can explore an overview of all three business models here, but this post focuses specifically on the Packaging Pathway.


Case Study: Liane Barker

Liane Barker (seen here with her father) is a second-generation, trade-qualified sign-writer with over 40 years of experience in Traditional Signwriting and Gold Leaf. She is in the process of packaging her decades of real-world knowledge into a systemised online course.

She started by outlining her steps to a predictable result and is now turning those signature steps into modules and stacking them together over time as a major course. It will practically be a TAFE qualification by the time she’s finished.

As someone who climbs ladders for a living, Liane has realised it’s high time to pivot and is packaging her expertise for sale in new ways.

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Moving from freelancing to packaging her expertise has allowed her to reach a broader audience and scale her expertise without being limited by the number of hours a day. Her course offers a structured approach to learning her craft, enabling students worldwide to benefit from her experience at their own pace.

How Packaging Differs from Traditional Freelancing

Unlike traditional freelancing, where income is directly tied to the number of client hours you work, the Packaging business model involves creating structured pathways, systems, or products that capture the value of your expertise over your time.

The Packaging model uses a done-for-you, done-with-you, or DIY approach that frees creatives from the hourly billing cycle. It multiplies your earning potential by packaging and selling your expertise and results to more customers simultaneously, leveraging your time more effectively.

Other Examples: Iain Hursey, Sarah Masci, and Vivian Castillo

Liane Barker’s transition to the Packaging model is not unique. Some other examples of designers and lettering artists using the packaged system model are Iain Hursey from Hurfer Handpainted, Sarah Masci and her VIP Day Rate, and Vivian Castillo with her calligraphy memento packages.

They all offer productised services based on their signature methods, techniques, or systems.

You might package your signature method as a DIY course like Liane has, but these other examples all use productised, done-for-you services. They still do the work for you, but there’s no haggling over price or invoicing; you go to their website, choose what you want, and click the “buy now” button.

Let’s look at how they have productised one of more of their services:

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Iain Hursey from Hurfer Hand-painted has developed a reputation for quick and quirky hand-painted signs. By packaging his specific techniques into productised signs, Iain has created a revenue stream that allows him to spend more time in the studio and less time haggling over prices and sending invoices.

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Sarah Masci is known for her innovative VIP Day Rate model, where she offers a full day of her expertise packaged as a one-off service. This approach streamlines her workflow and provides transparent, tangible outcomes for her clients in a condensed timeframe. It makes her services highly attractive to businesses that don’t want to leave the design meter running, and she can also schedule her time more effectively.

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Vivian Castillo has specialised in creating calligraphy memento packages, beautifully crafted, personalised items that cater to special occasions. By productising her calligraphy services, Vivian has tapped into a niche market, offering her clients a unique product that is packaged in three different sizes.

Liane Barker, Iain Hursey, Sarah Masci, and Vivian Castillo exemplify the success that can be achieved by packaging their expertise, either as a signature system for others to follow or by productising their creative done-for-you services. 

Their approach to the Packaging model not only enhances their ability to scale their operations but also allows them to maintain a high-quality service that is both profitable and sustainable.

The Packaging model is just one of three pathways designed to help creative professionals break free from the limitations of freelancing. Each path—Platform, Product, and Packaging—offers a unique approach to leveraging your creative skills in a way that values your expertise and maximises your productivity.

If these stories have inspired you and you’re curious about applying the Packaging model to your creative business, the Typism Pathway to Pivot mini-membership is coming up soon.

The first cohort will kick off in June, and Packaging will be one of the three business models we will focus on.

Join the waitlist today and take the first step towards packaging your expertise into a signature system or productising a core service.

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} } /* flush setting */ /* margin settings */ #block-1715054480972 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054480972 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715054480972 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054480972 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715054480972 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1715054967741 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054967741 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715054967741 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054967741 .block { /* default padding for desktop */ /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715054967741 { text-align: ; } } #block-1715054967741 .block, [data-slick-id="1715054967741"] .block { display: flex; justify-content: flex-start; } #block-1715054967741 .image, [data-slick-id="1715054967741"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1715054967741 .image__image, [data-slick-id="1715054967741"] .image__image { width: 100%; } #block-1715054967741 .image__overlay, [data-slick-id="1715054967741"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1715054967741 .image__overlay-text, [data-slick-id="1715054967741"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1715054967741 .block, [data-slick-id="1715054967741"] .block { display: flex; justify-content: center; } #block-1715054967741 .image__overlay, [data-slick-id="1715054967741"] .image__overlay { opacity: 0; } #block-1715054967741 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1715054506593 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054506593 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715054506593 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054506593 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715054506593 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1715054707170 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054707170 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715054707170 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054707170 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715054707170 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1715055185783 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715055185783 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715055185783 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715055185783 .block { /* default padding for desktop */ /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715055185783 { text-align: ; } } #block-1715055185783 .block, [data-slick-id="1715055185783"] .block { display: flex; justify-content: flex-start; } #block-1715055185783 .image, [data-slick-id="1715055185783"] .image { width: 100%; overflow: hidden; border-radius: 0px; } #block-1715055185783 .image__image, [data-slick-id="1715055185783"] .image__image { width: 100%; } #block-1715055185783 .image__overlay, [data-slick-id="1715055185783"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1715055185783 .image__overlay-text, [data-slick-id="1715055185783"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1715055185783 .block, [data-slick-id="1715055185783"] .block { display: flex; justify-content: center; } #block-1715055185783 .image__overlay, [data-slick-id="1715055185783"] .image__overlay { opacity: 0; } #block-1715055185783 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1715055009261 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715055009261 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715055009261 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715055009261 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715055009261 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1715054715471 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054715471 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715054715471 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715054715471 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715054715471 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1715058635056 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058635056 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715058635056 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058635056 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715058635056 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1715058678276 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058678276 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715058678276 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058678276 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715058678276 { text-align: left; } } /* flush setting */ /* margin settings */ #block-1715058613539 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058613539 .block { /* border settings */ border: 4px black; border-radius: 4px; /* background color */ /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1715058613539 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1715058613539 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1715058613539 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* border settings */ border: 1px none #68d3d7; border-radius: 0px; /* background color */ background-color: #FFFFFF; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698919145984 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698919145984 .block { /* default padding for desktop */ padding: 0px; padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 20px; padding-bottom: 0px; padding-left: 20px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698919145984 { text-align: left; } } #block-1698919145984 .btn { border-color: #68d3d7; border-radius: 4px; background: #68d3d7; color: #ffffff; } #block-1698919145984 .btn--outline { background: transparent; color: #68d3d7; } #block-1698919145984 .card__footer { color: } /* flush setting */ /* margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; /* mobile padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698111760405 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698111760405 .block { /* default padding for desktop */ padding: 0px; /* desktop padding overrides */ padding: 0; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698111760405 { text-align: ; } } #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: flex-start; } #block-1698111760405 .image, [data-slick-id="1698111760405"] .image { width: 100%; overflow: hidden; width: 500px; border-radius: 0px; } #block-1698111760405 .image__image, [data-slick-id="1698111760405"] .image__image { width: 100%; width: 500px; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; background-color: #fff; border-radius: 0px; } #block-1698111760405 .image__overlay-text, [data-slick-id="1698111760405"] .image__overlay-text { color: !important; } @media (min-width: 768px) { #block-1698111760405 .block, [data-slick-id="1698111760405"] .block { display: flex; justify-content: center; } #block-1698111760405 .image__overlay, [data-slick-id="1698111760405"] .image__overlay { opacity: 0; } #block-1698111760405 .image__overlay:hover { opacity: 1; } } /* flush setting */ /* margin settings */ #block-1694873532692 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1694873532692 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ background-color: ; /* default padding for mobile */ padding: 0px; padding: 0px; padding: 0px; /* mobile padding overrides */ padding-top: 15px; padding-right: 15px; padding-bottom: 15px; padding-left: 15px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1694873532692 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1694873532692 .block { /* default padding for desktop */ padding: 0px; padding: 0px; /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1694873532692 { text-align: left; } } #block-1577982541036_0 .btn { margin-top: 1rem; } /* flush setting */ /* margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* border settings */ border: 4px black; border-radius: 0px; /* background color */ /* default padding for mobile */ padding: 0px; /* mobile padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } @media (min-width: 768px) { /* desktop margin settings */ #block-1698913035794 { margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; } #block-1698913035794 .block { /* default padding for desktop */ /* desktop padding overrides */ padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; } } /* mobile text align */ @media (max-width: 767px) { #block-1698913035794 { text-align: center; } } #block-1698913035794 .btn, [data-slick-id="1698913035794"] .block .btn { color: #ffffff; border-color: #68d3d7; border-radius: 0px; background-color: #68d3d7; } #block-1698913035794 .btn--outline, [data-slick-id="1698913035794"] .block .btn--outline { background: transparent; color: #68d3d7; }

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