Will the new gig be work that you can put in your portfolio? Will it be a client you can work with from time to time and establish a relationship? Then maybe, that can justify the $35 for now.

Or you can say $40 would work better but you are flexible if the client has a small budget. That works best for me, to state my hourly and then say I’m flexible. They usually give you what you want and appreciate your saying that you are willing to work with them on price.

For 3-5 years of print, I would say $40 and if you’re very good, maybe with some web experience thrown in, $45-$50.

But it really depends where you worked, what exactly your responsibilities were and what your portfolio looks like.

Hope this helps.