Emelie Raubuch

Why this persona fits the audience

She manages brand visuals for packaging, email templates, and social assets inside a 3-person creative team. Her current process is to pull colors from photos and mockups on her Mac, then keep palette references in Excel and Figma libraries for repeat use.

• Age: 37
• Location: Berlin, Germany
• Occupation: Brand Designer
• Income: €78k/year
• Education: Diploma in Communication Design
• Company size: Mid-sized consumer goods company (approx. 500 employees)
• Years in role: 8

“The beauty of a brand lies not just in its initial concept, but in the unwavering consistency of its execution, down to the very last pixel or printed shade.”

Emelie Raubuch, a 37-year-old Brand Designer, has carved a niche for herself within the consumer goods sector in Berlin. Her journey into design began with a Diploma in Communication Design, where she developed a deep appreciation for the power of visual storytelling and the importance of meticulous detail. For the past eight years, she has been an integral part of a 3-person creative team at a mid-sized consumer company, honing her skills in managing brand visuals for a wide array of applications, from intricate packaging designs to dynamic social media assets and standardized email templates. Her professional ethos is firmly rooted in the pursuit of brand consistency and absolute precision, values that guide her every design decision. She sees accountability not just as a professional obligation, but as a cornerstone of building trust and delivering excellence. Emelie’s current workflow involves a hands-on approach to color selection, often pulling palettes directly from photographic references and mockups on her Mac. These palettes are then meticulously cataloged and maintained within Excel spreadsheets and Figma libraries, a system she has refined over time to ensure repeatability and ease of access for herself and her team. This process, while functional, consumes a significant amount of her time and requires constant cross-referencing to avoid discrepancies. She is deeply interested in the foundational elements of design, with a particular fascination for typography, the tactile qualities of packaging, and the scientific underpinnings of color theory. Her dedication to her craft is evident in her commitment to producing work that is not only aesthetically pleasing but also functionally sound and aligned with strategic brand objectives. Emelie’s financial habits are characterized by a pragmatic approach; she earns a comfortable €78k annually, which allows for a stable lifestyle and occasional indulgences, but she prioritizes long-term financial security and sensible investments over impulsive spending. Her relationship with time is one of careful management, always seeking ways to optimize her workflow to allow for both professional output and personal rejuvenation. She views her role as a guardian of the brand's visual identity, a responsibility she takes very seriously.

Background & daily life

A day in their life

Emelie's typical weekday begins around 7:00 AM with a quiet breakfast and a review of her calendar. She commutes to the office by U-Bahn, often listening to a design podcast. Her workday starts with checking emails and prioritizing tasks. Mornings are usually dedicated to focused design work, such as refining packaging concepts or creating social media assets. After a light lunch, often eaten at her desk while catching up on industry news, her afternoons involve team meetings, collaborative feedback sessions, and managing asset libraries. She aims to leave the office by 6:00 PM, often taking a walk through a nearby park before heading home to prepare dinner.

Lifestyle

Emelie lives a structured yet fulfilling life in Berlin. Her Prenzlauer Berg apartment is a sanctuary of calm, filled with plants and carefully chosen art. She prioritizes her well-being, starting most days with a quiet coffee and reviewing her schedule. Weekends are for exploring local markets, visiting galleries, or tending to her balcony garden. While not a big spender, she invests in quality items and experiences, valuing longevity over trends. Socially, she enjoys intimate gatherings with close friends, preferring deep conversations over large parties.

Work life

As a Brand Designer, Emelie's days are a blend of creative execution and meticulous organization. She's deeply invested in maintaining the visual integrity of her company's brands across all touchpoints. Her current focus is on refining the visual language for a new product line, which involves extensive work on packaging mockups and digital assets. Collaboration within her small team is frequent but efficient, often involving quick syncs to ensure alignment. The pressure to deliver polished, on-brand visuals consistently is a constant, but her methodical approach helps her manage it.

Relationships

Emelie maintains strong connections with a small circle of close friends, many of whom she met during her studies. Her family, based in a smaller town in Bavaria, is supportive, though they don't fully grasp the nuances of her design career. Within her work team, she has a collegial relationship with her two colleagues, valuing their input and shared commitment to quality.

How they decide

Emelie is a cautious and research-oriented decision-maker. She thoroughly evaluates options, weighing pros and cons against her core values of precision and consistency. She's not easily swayed by hype and prefers to rely on proven methods or well-researched alternatives. Peer recommendations from trusted colleagues or respected industry figures can influence her, but the final decision is always based on her own detailed assessment.

How they sound

Her speech is measured and articulate, with a clear, professional tone. She avoids overly casual slang or jargon, preferring precise language. Her cadence is steady, reflecting her thoughtful nature. When discussing her work, she emphasizes clarity and accuracy. She might use German phrases occasionally in informal settings but defaults to English for professional communication.