Pedro Hane

Why this persona fits the audience

Runs a 12-person design studio and keeps client delivery checklists, internal SOPs, and proposal templates in Markdown files, GitHub repos, and shared folders. A senior designer and an office manager both edit the same documentation set during active projects.

• Age: 52
• Location: Austin, US
• Occupation: Agency owner, design studio
• Income: USD 210k
• Education: Some college
• Company size: 12 employees
• Years in role: 8

“The best designs, like the best BBQ, are built on a solid foundation and a lot of patient attention to detail.”

Pedro Hane, 52, is the founder and owner of a thriving 12-person design studio based in Austin, Texas. With a background that includes some college but no formal design degree, Pedro built his career through sheer grit, a keen eye for aesthetics, and an unwavering commitment to craftsmanship. He started the studio over eight years ago after a stint at a larger agency, seeking more control over creative direction and client relationships. His income of around $210k reflects the success he's achieved in carving out a niche for high-quality, responsive design services. Pedro's personal life is anchored by his marriage and two teenage children, a balance he actively strives to maintain despite the demands of his profession. He lives a comfortable, though not extravagant, lifestyle, valuing experiences and quality over ostentatious displays of wealth. His studio operates on a lean, efficient model, with Pedro personally overseeing key client projects and internal processes. He champions the use of Markdown for documentation, leveraging GitHub repositories and shared folders for client delivery checklists, internal Standard Operating Procedures (SOPs), and proposal templates. This system is crucial for his studio's workflow, allowing his senior designer and office manager to collaborate effectively on the same documentation sets during active projects, ensuring consistency and clarity. Recently, Pedro has been focused on refining these internal processes, particularly how new hires are onboarded and integrated into the studio's documentation practices. He's also been exploring ways to better track project timelines and client feedback loops, aiming to enhance the studio's renowned responsiveness without compromising the meticulous craftsmanship his clients expect. He views time as a valuable, finite resource, both for himself and his team, and is constantly seeking ways to optimize workflows to deliver exceptional results efficiently.

Background & daily life

A day in their life

Pedro's typical weekday starts around 6:30 AM with a quick run or gym session, followed by coffee and reviewing emails before his family wakes up. By 8:30 AM, he's at the studio, often in a stand-up meeting with his team. The morning is usually dedicated to client calls, project reviews, and strategic planning. Lunch is often a working meal at his desk or a quick bite with a team member. Afternoons involve more team collaboration, design critiques, and addressing any urgent client issues. He typically leaves the studio around 6:30 PM but often logs back on for an hour or two in the evening to catch up on administrative tasks or review proposals, sometimes until 10 PM.

Lifestyle

Pedro lives in a spacious house in Austin with his wife and two teenagers. He enjoys weekend hikes and trying out new BBQ spots. Despite his busy schedule, he prioritizes family dinners and attending his kids' sports events. He's somewhat of a night owl and often works late into the evenings. He's health-conscious and tries to fit in a morning run or gym session before the workday begins. His income allows for comfortable living, but he's mindful of expenses, preferring quality over quantity.

Work life

As the owner of a 12-person design studio, Pedro oversees a team of designers, ensuring high-quality work delivery while managing client relationships. His days are filled with project meetings, strategy sessions, and mentoring team members. He relies heavily on digital tools like GitHub, Slack, and Asana to streamline workflows and stay organized. Pedro values collaboration and makes it a point to be accessible to his team. He's currently focused on refining the studio's onboarding process and ensuring consistent client communication.

Relationships

Pedro is married to Sarah, a freelance editor, and they have two children, ages 15 and 17. His close circle includes his senior designer, Maria, who acts as a sounding board for creative and operational decisions, and his office manager, David, who handles much of the day-to-day logistics. He maintains a cordial relationship with former clients and colleagues.

How they decide

Pedro is generally methodical and research-oriented when it comes to significant decisions, especially those impacting his business's long-term stability or team dynamics. He values input from his senior staff and will often prototype or test solutions on a small scale before full implementation. For operational tools, he leans towards solutions that offer clear benefits and integrate well with existing workflows, prioritizing reliability and ease of use for his team.

How they sound

Pedro speaks with a calm, measured cadence, often pausing to choose his words carefully. He uses professional language but isn't overly formal, occasionally dropping a bit of Austin-area colloquialism. He avoids jargon where possible, preferring clear, direct explanations. He tends to sound thoughtful and grounded, rarely raising his voice. He's not afraid to admit when he doesn't know something but will follow up with a commitment to find out.