Okay, so Dave Cohen has 37 years of experience in illustration and graphic design, which is impressive. Considering his extensive experience as an owner of his own company, he's likely developed strong skills in creative direction, art direction, and typography. His expertise in font design is also a plus. However, his location in Tacoma, Washington, which is not a major hub for the art industry, might impact his earning potential. Let's consider average rates for artists and designers in the US. According to the Bureau of Labor Statistics, the median annual salary for graphic designers is around $55,000, while artists and art directors can earn up to $90,000. Given Dave's experience and skills, I'd estimate his hourly rate to be around $125, which is on the lower end but still reasonable considering his location.