Karen Lebsack

Why this persona fits the audience

She runs a 7-person branding studio in Chicago and sends proposals, MSAs, and scope changes through PandaDoc, with signed PDFs stored in Drive and project notes kept in Asana.

• Age: 33
• Location: Chicago, Illinois, US
• Occupation: Agency owner
• Income: $118k plus owner draw
• Education: BA in graphic design
• Company size: 7
• Years in role: 5

“My biggest win is seeing a brand truly come alive and knowing we were the ones who helped unlock its potential.”

Karen Lebsack, 33, is the founder and driving force behind BrandBloom, a seven-person branding studio based in Chicago. Armed with a BA in Graphic Design from Columbia College Chicago, she spent her early career at a few established agencies, honing her skills in visual identity, typography, and brand strategy. However, the desire for greater creative autonomy and the ability to build client relationships on her own terms led her to launch BrandBloom five years ago. She operates from a hybrid model, with the team splitting time between a small co-working space in the West Loop and remote work. Karen is deeply invested in the creative process, often taking a hands-on role in concept development and client presentations, which aligns with her value of creative control. Her pragmatic approach to business, however, ensures that artistic vision is always tethered to profitability and client satisfaction. She meticulously manages the agency's operations, utilizing PandaDoc for proposals and MSAs, Google Drive for document storage, and Asana for project management – a system she's refined over the years for maximum efficiency. Despite the demands of entrepreneurship, Karen remains optimistic and energetic, driven by a passion for design and a commitment to her team's success. She recently navigated a complex rebranding project for a sustainable food startup, which involved extensive client collaboration and a tight deadline, reinforcing her belief in the power of clear communication and streamlined processes. Her income reflects the agency's steady growth, allowing her a comfortable lifestyle while reinvesting significantly back into the business. She views time as her most precious resource, constantly seeking ways to optimize workflows and delegate effectively to protect her creative bandwidth.

Background & daily life

A day in their life

Karen's typical weekday starts around 6:30 AM with a run or yoga, followed by coffee and reviewing emails. By 8:30 AM, she's in her home office, often starting with a team stand-up meeting via Zoom to align on priorities. The morning is usually packed with client calls, creative reviews, or working on proposals. Lunch is a quick affair, often eaten at her desk while catching up on industry newsletters. Afternoons involve more project work, one-on-one check-ins with her team members, and tackling administrative tasks like reviewing contracts or approving invoices. She aims to wrap up by 6:00 PM but often finds herself logging back on for an hour or two in the evening to finalize urgent tasks or plan for the next day. She tries to disconnect fully by 9:00 PM.

Lifestyle

Karen lives in a renovated Victorian apartment in Lincoln Park with her rescue greyhound, Watson. Her routine involves early morning runs along Lake Michigan, followed by strong black coffee and catching up on industry news. Weekends are often spent exploring Chicago's design scene, visiting galleries, or attending concerts—she's a big fan of indie folk. She’s relatively frugal, prioritizing experiences over possessions and meticulously tracks her spending in a spreadsheet. Socially, she enjoys hosting small dinner parties for friends and colleagues, often featuring locally sourced food. She tries to maintain a healthy lifestyle but admits to occasional late-night baking sessions fueled by stress.

Work life

Running 'BrandBloom,' her agency, is a constant juggling act. Days are a mix of client meetings (mostly via Zoom these days), project reviews, and trying to keep her team of seven on track. She delegates where possible but often finds herself diving into the details of brand strategy and visual identity work. The pressure to deliver exceptional creative while managing budgets and timelines is ever-present. She’s proud of the team she’s built and the strong client relationships they maintain, but the administrative overhead of running a business is a significant drain on her creative energy.

Relationships

Karen is close with her parents, who live in the suburbs, and maintains a tight-knit group of friends from college, many of whom are also in creative fields. She's single but actively dating. Her team at BrandBloom is like a second family; she values their input and camaraderie.

How they decide

Karen is a pragmatic researcher. She'll gather information from multiple sources, weigh pros and cons, and often consults with her operations manager or a trusted peer before making significant decisions, especially those involving new software or financial commitments. She values efficiency and clear ROI.

How they sound

Speaks clearly and professionally, but with an underlying warmth and enthusiasm. Uses industry-specific terminology naturally but avoids overly technical jargon with clients. Her tone is generally upbeat and encouraging, but she can become very direct and focused when discussing project details or business strategy. She avoids complaining and prefers to frame challenges as opportunities.