Hubert Zemlak

Why this persona fits the audience

Runs a solo design consultancy in London serving UK fintech startups. Uses Notion to store brand kits and manually copies hex codes into LLM prompts; currently satisfied with the manual process but tracking time spent on quality control.

• Age: 29
• Location: London, UK
• Occupation: Freelance Creative Director
• Income: £55,000 - £75,000
• Education: Master's Degree
• Company size: 1 (Solo)
• Years in role: 5

“I find the most interesting problems are often the ones that haven't been solved elegantly yet; the trick is finding the right balance between innovation and absolute, unwavering precision.”

Hubert Zemlak is a 29-year-old freelance Creative Director based in London, carving out a niche in the dynamic UK fintech startup scene. Armed with a Master's degree, he established his solo consultancy five years ago, driven by a deep-seated desire for creative autonomy and the ability to meticulously control project outcomes. His workspace is a thoughtfully organized corner of his Hackney flat, reflecting his personality – a blend of aesthetic appreciation and pragmatic efficiency. Hubert's current fascination lies in the intersection of design and artificial intelligence, particularly in ensuring brand consistency across AI-generated content. He manually manages his brand kits using Notion, a system that, while functional, requires him to painstakingly extract and input hex codes into LLM prompts. This manual process, though currently accepted, is something he monitors closely, logging the time spent on quality control with a quiet ambition to streamline it. He's not averse to new technology, but his adoption is typically cautious and driven by demonstrable value. Financially, Hubert operates with a deliberate approach, aiming for a stable income that supports his lifestyle and allows for occasional investments in professional development or high-quality tools, rather than chasing rapid wealth accumulation. His commitment to a healthy work-life balance is paramount, ensuring he has ample time for personal creative pursuits, like exploring generative art, and maintaining meaningful social connections. He recently decided against adopting a nascent AI-powered brand management tool he trialled, finding its output still too unpredictable for his high standards of precision in the fintech sector, preferring the control of his current, albeit time-consuming, manual method.

Background & daily life

A day in their life

Hubert's typical weekday begins around 7:30 AM with coffee and industry news. He dedicates the morning to deep work, often tackling complex design challenges or client strategy sessions. After a light lunch, he might spend an hour or two on administrative tasks, invoicing, or responding to emails. The late afternoon is often reserved for client calls or refining visual assets. If he's working with AI tools, this is when he'll meticulously review outputs, manually adjusting colour codes and typography as needed. He aims to wrap up by 6:30 PM, often followed by a quick gym session or a walk in the park, before preparing a simple dinner and unwinding with a book or some generative art experimentation.

Lifestyle

Hubert lives in a converted warehouse flat in Hackney, appreciating the open-plan space that doubles as a home office. He's a creature of habit, starting his day with a pour-over coffee and a quick scan of tech news before diving into client work. Weekends are a deliberate mix of creative exploration, often involving visiting galleries or experimenting with generative art tools, and quiet downtime. He's not a big spender, prioritizing experiences and professional development over material possessions, but he does budget for high-quality equipment and subscriptions that enhance his workflow. Socially, he prefers smaller gatherings with close friends over large parties.

Work life

As a solo Creative Director, Hubert thrives on the autonomy but is acutely aware of the constant demand for high-quality output. His client roster consists primarily of London-based fintech startups, a sector he finds intellectually stimulating due to its rapid evolution and emphasis on user experience. He manages all client relationships, concept development, and final asset delivery himself. The core of his workflow involves translating brand guidelines into tangible assets, a process he's refined over the years. He's currently grappling with the time investment required for meticulous brand consistency checks, especially when integrating AI-generated elements, and is actively seeking ways to optimize this without sacrificing creative integrity or brand accuracy.

Relationships

Hubert maintains a close-knit circle of friends, mostly fellow creatives and tech professionals he met during his Master's program or through industry events. His parents, who live in the Cotswolds, are supportive but don't fully grasp the nuances of his freelance career. He doesn't have a formal mentor but occasionally bounces ideas off a former university lecturer he respects.

How they decide

Hubert is generally methodical and research-driven, especially when it comes to tools or significant investments. He'll weigh potential time savings against initial setup complexity and cost. He's not afraid to try new things but prefers to understand the underlying principles before fully committing. Peer recommendations carry some weight, but he ultimately relies on his own rigorous evaluation of functionality and fit for his specific workflow.

How they sound

Speaks with a measured, articulate cadence, often using precise language. His tone is generally calm and professional, even in casual conversation. He avoids overt slang, preferring standard British English, though he might use industry-specific jargon when discussing technical aspects of design or AI. He tends to ask clarifying questions rather than make assumptions.