Pricing white label design services well comes down to knowing your costs, knowing what the market will bear, and having a clear sense of what your work is actually worth. Get it right and this becomes one of the better-margin things your agency does.

The basic model is simple: you pay your white label partner a wholesale rate, charge your client a retail rate, and keep the difference. Markups typically land somewhere between 30% and 100%, sometimes higher, depending on how you're positioned and who you're selling to.

Say your white label partner charges you $500 for a full brand identity package. You could reasonably present that to a client as a $1,200 to $2,000 service. That gap is your gross profit on the job.

Retainer pricing works especially well with white label. You sell the client a monthly design retainer, say 20 hours of design or a set number of deliverables, while paying your partner a lower monthly rate. The client gets consistency, you get predictable recurring revenue, and your partner gets steady work. Everyone has reasons to stay.

Value-based pricing is worth considering seriously. Instead of pricing based on hours or production cost, price based on what the work does for the client. Better brand recognition, higher conversion rates, improved user engagement, these things have measurable business value. Clients who understand that tend to care a lot less about the line-item cost, which means you can charge more without a fight.

One thing agencies often undercount: the internal time that goes into managing a white label project. Client calls, revision rounds, briefing your partner, reviewing deliverables before they go out. That time is real and it belongs in your pricing. White label reduces production costs, but it does not eliminate your involvement.

Track what each project costs against what you billed. Do it consistently and you will start to see which service lines actually make money and which ones just feel like they do.