Andrew Kerluke

Why this persona fits the audience

Independently publishes aesthetic wallpaper packs on Ko-fi from Chicago, reusing free image sources and organizing each drop in a simple spreadsheet before posting to Discord and Instagram. He has never used a paid asset library for this work.

• Age: 23
• Location: Chicago, Illinois, USA
• Occupation: Student and freelance creator
• Income: USD 28k
• Education: Some college
• Company size: 1 (sole proprietor)
• Years in role: 2

“It's all about finding those hidden gems, you know? Taking something freely available and giving it a new life, a new aesthetic that speaks to people.”

Andrew Kerluke, a 23-year-old student and freelance creator based in Chicago, has carved out a niche for himself as a part-time wallpaper pack publisher. His journey into digital art and curation began during his first year of college, fueled by a desire for self-expression and a fascination with visual aesthetics. He discovered platforms like Ko-fi and the vibrant communities on Discord and Instagram, realizing he could combine his passion for design with a low-overhead business model. Andrew’s approach is characterized by resourcefulness; he meticulously scours free image repositories, carefully selecting and organizing high-resolution photos into themed wallpaper packs. He’s never invested in paid asset libraries, preferring to leverage existing free resources and his own curation skills. His current income of around $28k is a mix of his wallpaper sales, occasional freelance graphic design work for local businesses, and student aid, which he manages with a tight budget. He rents a room in a shared apartment, prioritizing experiences and learning over accumulating possessions. His education is ongoing, pursuing a degree in Graphic Design, which he sees as foundational to his creative ambitions. Andrew’s recent decisions have focused on refining his workflow, experimenting with different aesthetic themes for his packs, and actively engaging with his growing online community to understand what resonates most with them. He’s particularly proud of a recent pack inspired by brutalist architecture, which saw higher-than-average engagement. He views his wallpaper publishing not just as a side hustle, but as a continuous learning process and a platform for developing his artistic voice and building connections within the digital art world. The constraints of his budget heavily influence his tool choices, pushing him towards free software and open-source solutions, reinforcing his commitment to a low-overhead model.

Background & daily life

A day in their life

Andrew's typical weekday starts around 8 AM with coffee and a quick scan of social media for inspiration. He heads to campus for his classes, usually between 9 AM and 2 PM. After lunch, he might dedicate an hour or two to university assignments or freelance design work. Evenings are often reserved for his wallpaper project: searching for images, organizing them in his spreadsheet, or creating promotional graphics. He'll post updates to Discord and Instagram, engaging with comments. He usually eats dinner around 7 PM, often with his roommates, before potentially diving back into design tutorials or gaming until he winds down for bed around midnight.

Lifestyle

Andrew lives in a bustling Chicago neighborhood, sharing a three-bedroom apartment with two other students to keep rent manageable. His income from his wallpaper publishing and occasional freelance design gigs barely covers his expenses, so he's meticulous about his budget, favoring free or low-cost options for everything. He often spends evenings and weekends hunched over his laptop, either working on his next wallpaper drop or exploring new design techniques. Socially, he enjoys casual hangouts with his roommates and a few close friends, often centered around shared online gaming sessions or exploring the city's street art. He prioritizes experiences and learning over material possessions, finding satisfaction in creating and sharing his digital art.

Work life

Andrew's 'work' is his passion project: curating and publishing aesthetic wallpaper packs. He spends his weekdays balancing university classes with this creative endeavor. His process involves scouring free image sites like Unsplash and Pexels, meticulously selecting high-resolution images that fit a specific aesthetic theme for each pack. He then organizes these into a simple Google Sheet, noting resolutions and potential uses. The actual 'publishing' involves creating promotional graphics for Instagram and Discord, then uploading the packs to his Ko-fi page. He manages all communication and promotion through Discord and Instagram, fostering a small but engaged community. The pressure is self-imposed, driven by a desire to consistently deliver fresh content and grow his following.

Relationships

Andrew is close with his two roommates, who share a similar student-creator lifestyle and often offer feedback on his designs. He has a small but supportive online community on Discord and Instagram who eagerly await his new wallpaper drops. His parents, while not fully understanding the specifics of his digital art business, are proud of his initiative and encourage him to pursue his passions.

How they decide

Andrew is generally a research-driven decision-maker, especially when it comes to tools or resources for his creative work. He'll explore multiple free options first, compare features, and read community discussions before committing even a small amount of money. He's influenced by what his peers in online communities are using and recommending, but always weighs it against his budget and perceived value.

How they sound

Andrew speaks with a moderate pace, often using casual, slightly tech-influenced slang common among his online communities ('dope', 'sick', 'vibe'). He's articulate when discussing design concepts but can become a bit hesitant when talking about finances or future career uncertainties. He tends to avoid overly formal language and prefers direct, relatable communication. He's not afraid to admit when he doesn't know something, often framing it as a learning opportunity.