Okay, let’s tackle this. So Sam has a broad range of skills in creative fields like Art Direction, Graphic Design, and Branding. While these skills are valuable, the market demand for creative professionals in the US, especially in San Diego (Encinitas is near San Diego), tends to be lower compared to major cities like New York or San Francisco. Considering his skills, experience, and location, I’d estimate his hourly rate to be around $100-$150. This is in line with average rates for junior to mid-level creative professionals in the US, according to various sources like Glassdoor or Indeed. To be on the safe side, I’d round down to $120.