THE FREELANCER GRIND

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THE FREELANCER GRIND

A NO BULLSHIT
GUIDE TO FREELANCING
by a brown boy from east London.

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THE FREELANCER GRIND

CONTENTS

INTRODUCTION04
WHO ARE YOU? 06
PORTFOLIO08
RESUME10
SETTING A RATE 12
FINDING CLIENTS 14
BEING ON THE JOB 16
INVOICING  18
RETURNING CLIENTS 20
NETWORKING22
FINANCES 24
SIDE PROJECTS 26
WORK/LIFE 28
CHECKLIST 30
ENJOY THE PROCESS 32

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INTRODUCTION
Why ya’ll should read this shit.

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INTRODUCTION

My name is Hashmukh and I’ve been a freelancer since This guide will relate more to Motion/Graphic Designers,
2013. I’m a Motion Designer and 3D Illustrator, working as that’s been my experience working in advertising.
in advertising. I’ve had the privilege to work with a range But I hope any creative, whether you are an Illustrator,
of clients and brands, big and small. Born and bred in east Editor, Copy Writer, Web Designer and more, can take
London, I’ve struggled to escape my tiny environment and something away from my tips about getting yourself out
head into the massive ocean of design and advertising. there and selling your services.
I’ve done the rounds and learnt a lot since then and that is
the reason I have decided to put this little guide together to I’m going to keep it real guys! I’ll let you know some pros
share some tips from my experience. and cons of freelancing and give you a real personal
account of it all. I think getting a real grasp is important
As a creative individual, I truly believe in sharing your when choosing this path for your career choice, you’ve
knowledge with other creatives, no matter who you are, really got to be ready to grind it out.
where you are from, whatever your experience is, you can
always teach something to someone. Are you ready? Let’s get started!

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WHO ARE YOU?

Understanding your role as a freelancer.

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WHO ARE YOU?

The first step of freelancing is understanding your role as For example, I can edit, but I would never brand or sell my
a freelancer. You will be required to perform a particular services to a client as an editor. An experienced editor can
job that you are being hired for, and this, of course, has put a video together in a format that truly tells a story,
to be something you are actually good at. So let’s find out cutting to music, or VO. Whereas I’m a Motion Designer
what your title and role is. This is key for telling prospective who can use editing software, there’s a major difference.
clients who you are and what role they can have you fill in
when needed. Freelancers are often called in, to perform a task either the
in-house team doesn’t have the capacity to take on,
If you’re a Motion Designer, then say Motion Designer, if or because of a unique task, you can perform. Therefore,
you’re an Illustrator, then say Illustrator... You get the point you are an important part of any given project you work
right, but I’m telling you this because so many people like on. Take ownership over your title and role, make sure
to add titles like Art Director, Creative Director, extra titles you’re confident in whatever it is you are saying you
onto what they do. Especially when you are starting out, can do.
I would really limit it to a title and skill set that you do best.
Early on in my career, I would do the whole “Yeah I can
As basic as this may sound, I have met so many juniors do that” to everything that was thrown at me. I learnt the
who totally get this wrong, straight out of university! Find hard way this was wrong, saying yes to things I simply
out what you want to do and sell, as your service, and go wasn’t great at meant I delivered sub-par work, and it
from there. Don’t get stuck in between titles because you resulted in me not being hired on a project with that client
feel you can do multiple jobs. Don’t be a jack of all trades, again. Be honest, be transparent, and you can then always
master of none. You have to show your speciality to over deliver once on the job.
something you are really strong at in the beginning, and
go from there.

Extra Tip: Still having issues picking a title?

Is there a designer or creative you look up
to and can relate with? See what they call
themselves and see if it works for you.

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PORTFOLIO
Setting up an eye catching portfolio.

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PORTFOLIO

You need a strong online portfolio to be able to make a -What was your role?
good impression on prospective clients. So many designers Be clear about what you have done on a project. I see
I meet have weak portfolios and wonder why they don’t many portfolios that don’t do this, and it can be deceiving.
find work. Your portfolio showcases you as a designer, your As a client, I would need to understand this to see how you
skills and capabilities, and does pretty much all the talking can be useful to my project.
for you as a freelancer. From my experience, there’s no
interview process for 90% of freelance gigs, therefore, this -Contact info
is your stand-in for that vetting process. Make sure to add basic contact information, somewhere
clear on your portfolio, an email address is best. Oh and
-Setting up a Portfolio please make sure the email is a suitable one, not your old
This is cheap and simple nowadays because of sites like Hotmail account from when you were 15!
Behance, Cargo, and many more. I would suggest using a
drag and drop platform because you don’t need to deal -Keep it updated
with the hassle of coding and web hosting. Most importantly, keep it updated with your latest work.
The worst thing is seeing a website that hasn’t been
-Keep it simple updated in years. This shows your attitude to your work
No need for that long essay on your about page, keep it and self-promotion, also clients can’t see what you’ve been
concise and simple, your prospective clients just need an working on recently and will not know how busy you are if
overview of who you are and what you do. you don’t.

-Balanced portfolio -We’re international baby!

A good portfolio needs to be balanced, showing not only Remember, the beauty of today’s connected world is that
your best work, but work that you know will entice clients. you can work with anyone, anywhere, as long as you have
This is a tough one, but sometimes you need to put that an internet connection. So your online presence can get
bigger brand project in. Even if it’s not your favourite, it you a job with a client from across the world! Stay busy
will allow clients to understand the level you are working and stay updated on those social platforms, you never
at, and most importantly, see that you are good enough to know who can slide into those DMs asking for work.
handle working with such brand and have accountability.

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RESUME
Making a clean and simple resume.

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RESUME

This is a tough one, as for the longest time I didn’t believe

in having a resume as a designer. I still kind of believe that,
as I think you should only really judge a designers work Personal Statement
You can put
based on their portfolio. your logo here.

However, as I got more experience in the industry, I Work background

discovered reputation is important, and a potential client
Name In order from most recent, you should put the job, the
knowing where you’ve worked before is pretty important.
dates/length you worked, along with details of the
Also, it gives a quick overview of some details like where projects you worked on.
you are based and what level of agencies/studios you
have worked with before. Not to forget, recruitment Contact
agencies need them! They will always ask for a resume Phone number,
so its good to have one sorted. email address.

Keep it simple and at max 2 pages. You don’t need to Links

waffle too much, no date of birth, no personal hobbies, Stick links to your
and most importantly... DO NOT have a graph or chart work, portfolio, Education
showreel here.
showing the levels of your skills. This is a big no as so Keep this to higher education and anything that relates to
many designers show their weaknesses in particular areas your job title if possible.
which don’t make you look good. Always stay on the Skillset/software/tools
positives, if you’re not amazing at Adobe Illustrator, don’t
Remember, only put the things here you are confident in
put it in. doing for your clients.

Like your portfolio, keep it simple and clean, and updated!

There are many free resume mockup templates online, but
here is a very basic breakdown of what I think needs to
be showcased.

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SETTING A RATE
Finding your worth.

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THE FREELANCER GRIND www.hashmukh.com

SETTING A RATE

So this is a tough one and something that I have struggled -Location

with for years. There are a few different ways of applying Geographically, where you are based makes a difference.
a fee for your services. You can set a day rate, which is So you have to find out your local market prices. The rate
most common, basically saying how much you want to you offer as an Artworker, for example, can differ from
charge a day, and then you times that by how many days living and working in London, to living and working in
are needed on the job. An overall project budget, this is Prague for example. So ask around, do some research
a figure you allocate to the full amount of time spent on looking into what full-time job wages are, this is easier to
a project. Sometimes you also have longer contracts or find, and then work out how much you should be getting
buyouts too. paid on average.

Now when it comes to setting a fee, it comes down to a Ultimately, the best way to price is to work out how much
few different factors: you want be paid an hour. Then times that by the number
of hours you need to work on the project.
-Your experience/skill level
The more experience you obtain the more money you can Agencies, clients, and recruiters will try to beat you on
charge. This relates to the amount of time you have put into price. So, sometimes, you may want to go in a bit higher
your skillset, generally meaning the more experience, the than your rate to leverage this and be willing to negotiate.
better, more efficient you are at the job. For examples: If your rate is £200. You may want to go in
at £225, meaning if the client says it’s a bit too high, you
-The client/agency have the leverage to say you are willing to go down to
This is pretty simple, you need to understand a small £200. But, in some cases, the client will go with the
design studio of 5 people, will have a smaller budget for original rate you proposed, which is a bonus for you!
their freelancers compared to a massive 100 plus global
agency. So keep this in mind when setting your rates.
Extra Tip: remember your rate increases
with experience, always be willing to
renegotiation.

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FINDING CLIENTS
Clients are like buses.

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FINDING CLIENTS

Finding clients, or “new business” is tough. They are often -Recruitment agencies
like buses, you wait ages for one, then all of a sudden 2 or Recruiters are amazing, especially when you are starting
3 arrive at once! This is evident more so for creatives, as out. Their job is to find you work! They take a commission
we are not very tuned to the business side of freelancing of course, but they do the hard work for you. I’ve found
or running your own company. One of the main things most cities have recruitment agencies, so pop over an
you have to remember is that you have to look at your email and meet them in person to see how they can help
freelance career as a representation of how you promote you. Once again, Google is your friend for finding local
yourself. You are offering your services as any other ones in your area.
business would, meaning you have to get out there and
pitch, call, email clients, and get new business. -Portfolio website/job boards
There are loads of these on the internet and most portfolio
The beauty of today’s world is that you no longer have to sites like The Dots, Creativepool and Working Not Work-
physically take your portfolio to meet your next client in ing have job listings. These portfolio sites are powerful for
person. You can easily pop over an email to whichever sharing your work and being scouted by clients. They are
studio or agency you want to work with. Here are some also a good way to just connect with other designers
tips for contacting new clients. and creatives.

-Direct Clients -Linkedin

Every month or so when I have some free time I will I’ve recently found Linkedin to be pretty good.
Google studios and agencies that interest me. Find their Start connecting with designers, peers you know, and
contact emails and send them over a few lines of why I often your profile will be viewed by people in their circles.
want to work with them and how I find their work They also have an option to show recruiters and clients
interesting. This is key! Please make sure you have a you are actively looking for work.
genuine interest in the client, as this will come across in
how you connect with them and you don’t just appear Networking is also a big part of finding clients, but we’ll
spammy, trying to email whoever you find. You should talk about that a bit later on.
want to really work with them!

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BEING ON THE JOB

Time to get to work!

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BEING ON THE JOB

I wasn’t too sure to make this a section or not. But, I’ve Understand that the work you do, is ultimately for the
learnt the importance of having a professional attitude to client you are working for, and you are being paid to do
your work and relationship with your clients. what they want you to do. This sounds obvious, but many
freelancers get annoyed by this. We have to balance our
This can be as simple as emails! No slang or abbreviations personal preferences and design style, with producing
please, keep it formal, only email during work hours! work that the client likes and wants. This means doing
I can’t tell you how many times I’ve gotten annoying those extra amends that stress you out, revising that
emails 10 pm at night and how unprofessional it is. animation that you know you got right the14th time.

Working in-house at an agency or studio, you need to This is hard, as quite often I’ve had the struggle of
be on time, and ready to work. Show up presentable, knowing my idea works better than the clients, but it’s
tidy, make sure ya’ll smell good! If you’re using your own really about communicating and finding that balance.
laptop, ask beforehand if you will need any particular You should for sure use your experience and skills to
programs so you can download them prior and be ready create the best work for the client, but also, most
to work immediately. importantly, understand their needs and wants for the
project. Remember, you work ultimately in a service
ASK QUESTIONS! The worst thing is having a freelancer based industry, so you do need to serve the client,
that doesn’t get the job right because they simply didn’t no matter how tough and stressful they can get at times.
understand the brief. So ask as many questions as you
need to, make notes, make sure you understand the brief
before you get started. Remember, you are on the clock,
and time is money for your clients.

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INVOICING
Get that casholaaaa!

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INVOICING

Okay, so now the job is done, it’s time to invoice and get
that money! Although you might think this is the easy part,
You can put Client details
sadly it’s not always the case. Staying on top of payments
your logo here. Date
is important in making sure you get paid, on time, and
Client name/business
correctly for your services. Job number
Address
I would suggest making a spreadsheet of all your jobs you Contact details
do, clearly labelling the dates you worked, the time you Project Breakdown Hours Rate Subtotal
spent, and rates you charged. Then it’s important to have
List out the projects you worked on here
a column with when you invoiced too, this will help you
keep on top of who has paid and who hasn’t. The industry
standard in the UK is a 30-day payment. This means the You can also list out any expences here
company will have 30 days until they need to pay you,
but this can differ depending on the client and the contract
you signed.
Total amount
Make sure you have all the invoice details you need,
including emails of the accounts team, producer you need
to send it too. Keep job numbers on each invoice to have a Your details
way of referencing multiple jobs for each client. Bank details
Job code
Don’t be afraid to send chasing emails! After all, you
helped the client get a job out the door, so make sure to Your buisness and contact detials

chase if you have a delayed payment. If you are working

with someone or a client who doesn’t respect this,
you should reconsider if or how you work with them.
Extra Tip: Look into accounting/invoicing
software as it can help organise this process
Here’s a simple mock-up invoice template.
a lot easier.

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RETURNING CLIENTS
80% of your work comes from
20% of your clients.

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RETURNING CLIENTS

Returning clients are what will keep you in business, and Going the extra mile. This relates to the previous section,
working constantly. So be sure to keep good relationships being on the job. But I really want to reiterate how
with the people you have previously worked with so your important this is, and how giving that extra, will always
phone is always ringing. keep you in the good books for your clients. It’s a bit of a
balance at times, for instance, there are times I work an
Stay in touch and keep their contact details aside. I like hour or two overtime, to get something just perfect, without
to use Linkedin as sort of a digital phonebook. I can add charging. This is often to push the project I am working on
people I have worked with and always ping them a to get it exactly how it should be, giving it that extra detail
message if I am free for work. Not to mention, Linkedin’s that can really make the difference. But also, I understand
connection algorithm is pretty good at showing you when times up, and I just can’t give anymore because of
people who you could connect with, within your circle. time constraints or budgets. I guess it’s something you
I’ve found a few potential clients this way. have to gauge on a project by project basis.

Make a spreadsheet with ongoing clients. This is something In general, I would say just keep them updated, send over
I always do once I’ve finished a job. I like to create a sheet any new showreel or projects you’ve been working on.
that consists of all my current clients, detailing who I have
worked with most recently, so I can keep them in the loop
about my availability. Also a list of clients I haven’t worked
with in a while, so I can ping them over a message just to
say hi, what’s up.

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NETWORKING
Meeting like minded-people who
WANT to work with you.

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NETWORKING

Networking is separate to finding clients because it’s not I’ve had most of my work come from designers and
really about getting work, but meeting people. I know directors who have recommended me to their current
personally how hard this can be, being an awkward dude clients, or someone who’s been asking around for a
with a shit ton of anxiety. Talking to strangers is tough, but Motion Designer in their social or work circles.
you’ll be surprised how open a lot of people are,
especially at network events or meetups where everyone Networking is great, and it’s key to always remember
is there for a similar reason. you don’t have to work with everyone you meet, this is
important to building great lasting networks
Networking events are great, and there’s bound to be a and relationships.
bunch on every week, in pretty much every city. Head
online to websites like Meet Up or Event Brite, and see I’ve always had this thing that the clients you work with
what’s happening around you. Take your business card, should WANT to work with you. After all, they are
and head over to see what’s happening and who you getting you onboard to help out on their projects.
can meet. Therefore the transaction of services should be mutual
meaning you have a balanced business relationship.
Networking doesn’t have to be face to face, networking
on the internet is also a great tool. I’ve met many
designers and creatives on Instagram and Twitter. At first,
it’s just admiring their work or asking some questions
about a project, and it can lead to seeing how you can
help each other out.

Extra Tip: Check out Creative Mornings.

They pretty much have free events in every
city all over the world.

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FINANCES
Making sure to keep on top of your
ins and outs.

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FINANCES

Okay so this is a tough one for most people to be honest, Keep 30% of all earnings aside for your tax. This is key to
but as a freelancer, this is very important. You don’t know making sure once the financial year is over, you can afford
when your next paycheque is coming in and you have to to pay your tax regardless of how much it is.
do your own accounts.
You can choose to get an accountant if you wish to do
When you set up as a freelancer, you have 3 options. your finances for personal and or Business tax returns.
-Being Self Employed and set up as a sole trader. I personally think this is a wise option, as they are
-Going through an external Umbrella Company. professionals who can help you understand the best way
-Running as a Limited Company. to get the most out of your financial and tax privileges.

I am not going to go into each option in this guide, Accounting apps are great too. Some are free and some
but whichever one you pick, you need to have these come with a subscription cost. These are good to automate
general rules for staying on top of your finances. your ins and outs, invoices, capture receipts for expensing.

Set up a separate business bank account for your In general, you want to keep low overheads, so make sure
freelance work. This will give you a clean slate and make it you can actually afford that new laptop you want, and it
easy to track your cash flow. will be an expense.

Make an excel sheet for your client jobs. This should

show the days you have worked, the budget/fee you are
charging, the day you invoiced, when you got paid. This is
important for chasing overdue invoices.

Extra Tip: Pick a day in the week where you

can dedicate at least an hour to go through
your fiances, invoicing, expenses. It will
save you rushing closer to tax deadlines!

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SIDE PROJECTS
Keep making, keep learning.

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SIDE PROJECTS

Side projects, or passion projects, will keep you going and I’ve often found side projects can influence my commercial
learning as a freelancer. Like this guide! This has been a work. Mostly so when I was able to show the client
big side project for me, some basic skills in putting a something different, or unique that I have been working on
document like this together, I got to show my 3D in my own time. 3D Illustration for me has been largely a
Illustration, with all the artwork created for each page, massive side project, but recently become a big part of my
along with some 3D animation for the video promo I made skill set and offering to clients.
for this guide.
So here’s a task for you. As designers and creatives, we
You are only as good as your last project and this is always come up with ideas for projects, that often we put
important for freelancing, as you really only get hired for aside for the ‘right’ time and moment. Fuck that! Put those
the work you show on your portfolio. You don’t ideas to paper, and get making.
unfortunately always get to show your best skills in your
client work. Therefore spending that extra time in your I would suggest making a list of everything you want to
evenings, or weekends, are important to further your skill do. Then pick 1 project, and start brainstorming, get the
set, and really showing off what you can do. Maybe it’s a first steps down only. Side projects can be hard to manage
new technique you have been learning, a new tool you’ve because of the time you have to dedicate to them, often
found to make your work better, spend time levelling up to done around other work/life commitments. So just take it
showcase what you’re truly capable of. step by step, don’t think of the end result.

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WORK/LIFE BALANCE
Burnout is real, and sucks balls.

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WORK/LIFE BALANCE

Freelancing is a lot about having that work/life balance, To avoid this, I would try to get away from the desk,
or most certainly, this is the beauty of it. I have to admit, whenever you can, as much as you can. Go out and meet
I’ve been guilty of forgetting this when working on back some friends, catch a movie, take long walks and get some
to back jobs a lot of the time. fresh air, read a book, go for a run, you get the point.

It’s tough to schedule a break when you don’t know Taking time off is important not only for your physical and
when’s your next job going to come in, and especially mental health but also for your creativity. Inspiration can
as we don’t get paid holidays like those full-timers, I’ve come from anywhere and everything. I’ve genuinely found
struggled and felt bad taking time off knowing I could going on a walk, or heading out for some supermarket
be on the job making money, rather then time off shopping can give time to think deeply about work. I guess
spending it. it’s sometimes doing the most mundane things, is where
your creativity can be triggered.
But, after years of experience, for me it personally comes
down to one fact, burnout is real! The chasing of work, For the longest time, I thought everything I did had to
dealing with clients, forecasting budgets and finances, relate to work and design, but it really doesn’t. Find
along with everything else freelancers must juggle, all can hobbies that are not related to your work. I have a friend
really affect your mental and physical health. who is into restoring old coins he finds. Another who loves
rock climbing. All these things can still keep your creative
As someone who has dealt with anxiety for years, the juices flowing, but away from thinking about work!
unknown is crippling at times. But winding down to do
something away from work really helps align myself to
understand to breath and relax.

Extra Tip: Almost like how full-timers have

to, schedule in your holiday in advance. Put
it in your calendar to make sure you know
to not take a booking over that period.

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CHECKLIST
Refining your process.

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CHECKLIST

So, I hope you’ve learnt something useful from the tips I’ve -Invoicing
spoken about. Here’s a quick checklist of everything I’ve Chase up those unpaid invoices, staying on top of when
mentioned: you need to be paid and who has already.

-Who are you? -Returning clients

Keep it to what you know, and what you do best. Stay in touch and don’t be afraid of sending over new
work or a showreel. Clients are busy people and you
-Portfolio need to remind them sometimes you are still around if
Make a clean and simple portfolio, feature your best needed again.
work, be descriptive about what you did on the project.
-Networking
-Resume Network, network, network! It’s really about meeting
Keep it simple, organised and updated. people and making a good impression for a long term
relationship. You never know what someone can offer you
-Setting a rate or vice versa.
Do some research, find out what others in your field are
charging. -Finances
Keep on top of your finances and stay updated with all
-Finding clients your ins and outs.
There are a range of ways to get new business and meet
new clients, just remain persistant! -Side projects
Make a start on that passion project you’ve been iching
-Being on the job to work on for ages! It’s actually not that tough as long as
Stay proffesional and go that extra mile. Act like a fulltime you take the first step.
member of staff, caring for the project you are working on.
-Work/life balance
Avoid burnout and take a well deserved break from your
work to relax and refule.

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ENJOY THE PROCESS

Have fun! It’s not all about werk werk werk.

Honestly, as annoying and stressful freelancing can be, I

love it! The freedom and flexibility to be in control of my
career, my time off, the work I create is amazing.

I want you all to remember this every time it gets tough,

and to really enjoy the process of making. Remember, not
everyone gets the joy of doing what they love as a job,
getting paid to create! Work hard, grind it out, and have
fun. I really hope you have been able to take something,
even if it was a tiny bullet point, away from this guide.

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THANK YOU
Keep up to date with my work over at www.hashmukh.com
Check me out on Instagram for regular content @hashmukh
Ask me any questions you have on my twitter @hashmukhkerai

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