Isabel Kok

Why this persona fits the audience

Rotterdam illustrator fulfilling commission deadlines, Etsy order notes, and studio admin in TickTick; also logs focus blocks and language-practice streaks on the same phone she uses for messaging clients.

• Age: 26
• Location: Rotterdam, Netherlands
• Occupation: Freelance illustrator and Etsy seller
• Income: €28k–40k gross
• Education: HBO in illustration

“The most satisfying part of my day is when a complex illustration finally clicks into place, and I know I’ve pushed my own boundaries a little further.”

Isabel Kok, 26, is a Rotterdam-based freelance illustrator who has carved out a niche for herself by blending commissioned digital art with a thriving Etsy shop. Her journey into full-time illustration began after completing her HBO in Illustration, a decision fueled by a deep-seated desire for creative autonomy and a frustration with the rigid structures of traditional employment. She established her business organically, leveraging social media platforms like Instagram and Pinterest for visual inspiration and client outreach, while using WhatsApp for direct communication. Her Etsy shop, a curated collection of her unique sticker designs, prints, and occasional custom stationery, serves as both a creative outlet and a significant income stream. Her work life is characterized by a meticulous approach to organization, primarily managed through the TickTick app. Here, she juggles the demands of client commissions, ensuring each deadline is met with precision, alongside the logistical complexities of her Etsy orders – from managing inventory and processing payments to carefully packaging and shipping items. This dual focus requires significant mental agility, switching between artistic creation and the practicalities of e-commerce. Isabel also uses TickTick to track personal development goals, such as logging her progress in learning Dutch and monitoring her focus blocks during intense work sessions, reflecting her commitment to continuous self-improvement and efficiency. Financially, Isabel operates with a degree of caution, a habit ingrained from her early days as a student. Her income, fluctuating between €28k–40k gross annually, necessitates careful budgeting. While she invests in high-quality art supplies and software essential for her work, she tends to defer larger personal expenditures. Her living situation is a testament to her practical approach: a compact, well-organized studio apartment that efficiently serves as both her living space and creative hub. This space is filled with art supplies, works in progress, and the comforting presence of her dog, Finn. Her social life is curated, prioritizing deep connections with a few close friends over frequent, large gatherings, aligning with her introverted tendencies and the demands of her freelance career. Isabel’s artistic output is deeply personal, often exploring themes of nature, urban landscapes, and quiet introspection, reflecting her own values of simplicity and thoughtful observation.

Background & daily life

A day in their life

Isabel's weekday typically begins around 7:30 AM with a walk for Finn, followed by a strong coffee and a quick review of her TickTick tasks for the day. She dedicates the morning to focused illustration work, often listening to instrumental focus playlists on Spotify to block out distractions. Lunch is a simple affair, usually eaten at her desk while responding to client emails or messages. The afternoon might involve packing and shipping Etsy orders, sketching new designs, or tackling less creative but necessary admin tasks. She tries to schedule a language practice session (currently Dutch) in the late afternoon, logging her streak in TickTick. Evenings are for winding down, perhaps cooking, watching a documentary, or sketching for pleasure, though client requests can sometimes pull her back to work.

Lifestyle

Isabel lives in a bright, compact studio apartment in the Delfshaven district of Rotterdam, overlooking a canal. She enjoys simple pleasures: cycling along the waterfront, cooking elaborate meals she learns from YouTube, and tending to a small collection of succulents. She prioritizes routines, like her morning walk with her dog, Finn, but allows for spontaneity in her evenings, often sketching in cafes or catching up with friends. She’s financially cautious, carefully tracking expenses and delaying larger purchases, though she’ll happily splurge on high-quality art supplies. Her social life is a mix of close-knit friendships and occasional larger gatherings.

Work life

Her studio, a converted corner of her apartment, is her sanctuary and her office. Isabel juggles multiple projects simultaneously: intricate digital illustrations for private commissions, custom designs for her Etsy shop (ranging from stickers to prints), and the constant admin of running a small business. She meticulously plans her days using TickTick, allocating specific blocks for client work, Etsy order fulfillment, and studio organization. The pressure to meet deadlines for commissions while also keeping her Etsy shop stocked and engaging is a constant hum beneath her creative process. She often uses her phone for client communication via WhatsApp and Instagram DMs, switching seamlessly to TickTick to log her progress or block out focus time.

Relationships

Isabel maintains a close relationship with her parents, who live in a nearby town and offer occasional practical support. Her core social circle consists of a few long-term friends from art school, with whom she shares creative struggles and triumphs. She’s also part of a small online community of illustrators, offering mutual encouragement. Her dog, Finn, is her constant companion.

How they decide

Isabel tends to be research-oriented when it comes to significant decisions, weighing pros and cons carefully. For smaller, everyday choices, she relies on her intuition and established routines. She values simplicity and efficiency, often opting for solutions that streamline her workflow, but she’s not afraid to try new methods if they promise a tangible improvement.

How they sound

Speaks with a clear, slightly measured cadence, reflecting her thoughtful nature. Uses standard Dutch, with occasional English phrases picked up from online communities and tutorials. Avoids overly casual slang but is friendly and approachable. Her tone is generally calm and focused, but can convey a hint of underlying stress when discussing deadlines or workload.