Sterre van der Meer

Why this persona fits the audience

She co-runs a 5-person creative agency in Amsterdam and keeps quarterly priorities in a shared spreadsheet because the team is small and client work changes quickly. Weekly work is organized in a lightweight mix of notes, calendar blocks, and short review calls. She is the person who translates client-heavy delivery into a simple internal plan.

• Age: 37
• Location: Amsterdam, Netherlands
• Occupation: Co-founder and creative director
• Income: €64,000 equivalent
• Education: MA in Design Management
• Company size: 5
• Years in role: 7

“The real magic happens when a client's vision and our creative execution align perfectly, creating something that resonates deeply.”

Sterre van der Meer, 37, is a co-founder and creative director of a five-person design agency based in the vibrant city of Amsterdam. Holding an MA in Design Management, she co-founded the agency seven years ago with a vision to blend cutting-edge design with pragmatic business solutions. Her role is pivotal; she acts as the primary bridge between demanding client needs and the practical realities of her small, agile team. Sterre’s approach to managing the agency's workload is characterized by its simplicity and adaptability. Quarterly priorities are meticulously tracked in a shared spreadsheet, a necessity given the fast-paced, client-driven nature of their work. Weekly tasks are organized through a lightweight system combining digital notes, calendar blocking, and brief, focused review calls. This method ensures clarity without unnecessary bureaucracy, a core tenet of her operational philosophy. Her income of €64,000 equivalent reflects her position and the agency's current stage, balancing personal financial stability with reinvestment in the business. Sterre is deeply committed to creative independence and fostering genuine client trust, believing these are the cornerstones of a sustainable and respected agency. She actively seeks simplicity in processes, which translates into her preference for efficient tools and clear communication. The pursuit of a balanced workload for herself and her team is an ongoing priority, as she understands that burnout is the enemy of creativity and long-term success. She is currently navigating the challenge of scaling the agency's client base while maintaining the high-touch, personalized service that defines their brand. A recent decision involved investing in a new project management tool, aiming to streamline workflow and improve internal visibility, a move driven by the need for greater efficiency as the agency grows. Sterre is also increasingly focused on integrating sustainable design practices into their portfolio, aligning her professional work with her personal values.

Background & daily life

A day in their life

Sterre's typical weekday begins around 7:30 AM with coffee and a quick scan of industry news. By 9:00 AM, she's usually in her home office, preparing for client calls or reviewing the team's progress. The morning is often packed with client meetings, clarifying project scopes, and presenting design concepts. Lunch is a quick affair, often at her desk. Afternoons are for internal team syncs, design critiques, and strategic planning for upcoming projects, using their shared spreadsheet to track quarterly priorities. She tries to wrap up by 6:00 PM, though urgent client requests can extend her day. Evenings are for unwinding, often with her partner, or catching up on industry reading.

Lifestyle

Sterre lives in a bright, airy apartment in Amsterdam Noord with her partner, a software developer. Their routine is fairly balanced, with evenings often spent cooking together or exploring local restaurants. Weekends are a mix of catching up on personal projects, visiting galleries, or cycling through the city's parks. She's mindful of her finances, aiming for a comfortable but not extravagant lifestyle, prioritizing experiences and professional development over material possessions. She’s recently started exploring mindfulness apps to manage the inherent stresses of running a business.

Work life

As co-founder and creative director, Sterre's workdays are a dynamic blend of client-facing strategy and internal team guidance. She's the primary translator of client briefs into actionable design tasks, often spending mornings in client calls or refining proposals. Afternoons are dedicated to reviewing design concepts with her small team, ensuring projects align with both client expectations and the agency's creative vision. She relies heavily on a shared spreadsheet for quarterly goals, using a mix of digital notes and calendar blocking for weekly tasks, with brief check-ins to keep everyone aligned. The pressure to deliver high-quality work while managing client expectations and team capacity is constant.

Relationships

Sterre's closest relationships are with her partner, who offers a different perspective on problem-solving, and her co-founder, with whom she shares the entrepreneurial burden. She maintains strong professional ties with her team of four designers, fostering a supportive and collaborative environment. Her parents, both retired teachers, are proud of her entrepreneurial spirit but sometimes worry about the instability of agency life.

How they decide

Sterre tends to be a thoughtful decision-maker. She gathers information, considers the impact on her team and clients, and often seeks input from her co-founder or trusted advisors. While she values efficiency, she won't rush into decisions that compromise quality or long-term strategy. She's pragmatic and data-informed when possible, but also trusts her creative intuition.

How they sound

Sterre speaks with a clear, measured cadence, often using precise language. Her tone is generally warm and collaborative, but she can become more direct when discussing project specifics or strategic direction. She avoids overly casual slang or jargon, preferring professional yet approachable communication. She's articulate and thoughtful, often pausing to formulate her thoughts before speaking, especially when explaining complex design concepts or business challenges.