Brush + Banter Podcast Ep. 9 with Alli Koch of Alli K Design — Setting Your Prices as an Artist

Building a “Board of Directors” for Your Creative Career

Self-doubt is part of being an artist. Alli’s solution? Don’t face it alone.

She created what she calls a personal “board of directors”, or three trusted people she turns to for perspective when big decisions arise. Instead of spiraling internally, she brings questions to people who understand both her work and her goals.

It’s a simple but powerful reminder that creative careers don’t have to be built in isolation, and that artistic ventures sometimes still need the structure that other, “traditional” businesses do as well.

Outsourcing Before Burnout Happens

Many artists wait until they’re overwhelmed before asking for help. Alli recommends doing the opposite. Whether it’s administrative tasks, logistics, or production support, outsourcing earlier can protect the creative energy that makes the business possible in the first place.

Rather than being indulgent, Alli believes that delegation becomes a way to protect momentum and longevity.

Pricing Murals Through Context, Not Formulas

Pricing creative work is one of the most common challenges artists face. But Alli doesn’t rely on rigid formulas. Instead, she approaches pricing through context and conversation.  She considers the scope of the project, the client’s needs, the environment, and the value the artwork brings to the space.

She’s also clear about boundaries. For example, she charges for site visits and doesn’t shy away from saying no to unpaid work, even when it’s uncomfortable.

Holding those boundaries, she explains on the podcast, is essential to building a career that lasts.

Defining Success on Your Own Terms

One of the most refreshing parts of the conversation on the show is how Alli defines success.

For her, it’s not just about revenue or scale. It’s actually about time freedom and relationships. Being able to design her schedule, travel with her husband Landon (who works with her), and continue creating work she believes in is the real win.

And some of her favorite projects reflect that mindset.

“Honestly, a repeat client is my favorite job,” Alli shares. “There’s an extra level of trust and comfort. And it’s such a compliment that they loved working with me enough to do it again.”

Even more meaningful? When those clients bring her out of state for new projects.

Dream Projects That Blend Work and Play

When asked about her dream project, Alli’s answer wasn’t a specific mural or installation.

Instead, it’s the freedom to work and play at the same time, like traveling, collaborating with friends, and continuing to build a life where creativity and adventure exist side by side.

Being able to support herself and her husband through art while exploring new places?
“That’s honestly the dream.”

Tools That Support the Work

When working on large-scale murals and detailed installations, the right tools make a difference. Alli shared a few of her favorite brushes from Zibra that help her move between coverage and detail.

Alli’s favorite Zibra brushes:

• Palm Pro Brush for comfortable control for long painting sessions
• 1” Palm Artist Brush which is great for versatility and detailed mural work
• Square Brush which is perfect for clean edges and sharp shapes

And according to Alli, there’s another fan in the studio! Her husband Landon’s favorite is the 2” Palm Artist Brush.

You can also check out the redesigned Zibra Speed Drop. Use code BANTER10 for 10% off!

Creative Finds from the Episode

Along with pricing and business strategy, the episode also highlights a few of Alli’s creative projects and resources:

• My Fancy Sticker Storybook
• Alli K Designs Book Shop

Her modern how-to drawing books have helped thousands of people build confidence in their creativity. They’re just another extension of her belief that art should feel accessible and joyful.

Keep Listening

To hear the full conversation, including Alli’s approach to pricing murals, building a sustainable creative business, and protecting your time as an artist, listen to “Setting Your Prices as an Artist with Alli K Design” on Brush & Banter wherever you stream podcasts.

Catch up on all episodes here.

Follow Alli Koch

Alli Koch is a muralist, author, and sculptor known for large-scale public art and modern drawing books that help people reconnect with creativity.

Connect with Alli:

• Instagram
• Website