Photography Proposal Template

A proposal for commercial and brand photography shoots, ready to copy. After the template: how to write a usage licence clients understand, and why the booking deposit protects your calendar.

Updated September 30, 2026

The template

Photography proposal template

PHOTOGRAPHY PROPOSAL: [Shoot name]
Prepared for: [Client name], [Company]
Prepared by: [Your name]
Date: [Date]   Valid until: [Date + 30 days]

1. THE SHOOT
[E.g. "A half-day product and lifestyle shoot for the spring collection, for your website, email campaigns and Instagram."]
Date: [date or date range]   Location: [studio / on location at address]
Duration: [hours] on site, including setup

2. DELIVERABLES
- [Number] edited images, colour-corrected and retouched to [light / standard / high-end] level
- Delivered as high-resolution JPEGs and web-sized versions via an online gallery
- A preview gallery within [3] business days to choose from; final edits within [7] business days of your selection
- [Optional: behind-the-scenes clips / raw files at an extra cost]

3. SHOT LIST AND PREPARATION
- We'll agree on a shot list [1 week] before the shoot
- You provide: products, props specific to your brand, and access to the location
- [Optional: I'll arrange models, stylist or hair and make-up, quoted below]

4. USAGE LICENCE
You may use the final images for [e.g. your website, social media, email and printed marketing] for [unlimited time / 2 years]. Use in paid advertising, packaging or resale is [included / available for an additional fee]. I keep the copyright and may use the images in my portfolio unless we agree otherwise.

5. INVESTMENT
Photography ([half day / full day]), editing and licence: [price]
Additional edited images: [price] each
Travel: [included within X miles / billed at cost]
[Models, stylist, studio hire: quoted separately below]
Payment: [50]% to book the date (non-refundable), [50]% before final images are delivered.

6. RESCHEDULING AND CANCELLATION
Rescheduling with more than [7] days' notice: free, once. Less notice: [fee]. Cancellation forfeits the booking deposit. Weather-dependent outdoor shoots can be moved at no charge.

7. NOT INCLUDED
- Raw, unedited files
- Retouching beyond the level above
- Printing and framing

8. NEXT STEPS
Accept this proposal and pay the booking deposit to hold the date.

Separate the shoot, the edits and the licence

Clients often think they're paying for time on the day. Most of your cost is often in preparation, editing and the rights to use the images. Listing those separately in the deliverables, even under one price, shows what they're buying and makes extra images or wider usage easy to quote.

Write the usage licence in plain terms

Where they can use the images (website, social, email, print, ads, packaging).
For how long.
Whether it's exclusive, which usually costs more.
Who keeps the copyright, and whether you can use the images in your portfolio.

Licensing and copyright law vary by country. This is common practice, not legal advice. For large advertising licences, have your terms reviewed.

Why a non-refundable booking deposit

Holding a date means turning down other work for it. A deposit that holds the date, paid when the proposal is accepted, keeps your calendar honest and turns a "probably" into a booking. Pair it with a fair rescheduling policy so it doesn't feel punitive.

Pricing a shoot

Half-day and full-day rates with a set number of edited images give clients a simple choice. Price extras (additional images, rush delivery, travel, crew) as separate lines so the base price stays comparable.

Example numbers only: a half day with 25 edited images at $1,500, extra images at $40 each. Set your own from your time, equipment and editing costs.