Jan Lewke

Why this persona fits the audience

Leads a 6-person web studio in Berlin and already uses a paid design suite for client branding, keeping logo drafts and revisions in project folders before handoff.

• Age: 40
• Location: Berlin, Germany
• Occupation: Technical director at a web studio
• Income: EUR 88k
• Education: Bachelor's degree
• Company size: 6
• Years in role: 7

“We build things to last, not just to look good for a press release.”

Jan Lewke, 40, has carved out a significant niche for himself as the technical director of a 6-person web studio nestled in the creative hub of Berlin. His journey into web development began during his Bachelor's degree in Computer Science, where he was drawn to the tangible results and problem-solving aspects of building digital experiences. Early in his career, he experienced the chaos of unmanaged project assets and client feedback loops, which solidified his commitment to establishing robust processes. This conviction led him to champion the adoption of a paid design suite within his agency, recognizing its value for professional branding deliverables. He meticulously organizes logo drafts and revision histories in structured project folders, a practice he enforces for his team to ensure clarity and accountability before final handoff. Jan's income of EUR 88k reflects his expertise and the agency's success, allowing for a comfortable lifestyle and consistent savings. He’s not driven by status, but by the satisfaction of building efficient systems and fostering client trust through predictable, high-quality outcomes. His current focus is on refining the agency's internal workflows, exploring how AI can optimize elements of the design process without compromising the integrity of their brand identity work. He recently decided against a quick, off-the-shelf branding tool for a client, opting instead to leverage their established design suite and internal process to ensure a more bespoke and resilient outcome, reinforcing his belief in deliberate, quality-driven development.

Background & daily life

A day in their life

Jan’s weekday begins around 7:00 AM with coffee and a quick scan of industry news before heading to the office. By 9:00 AM, he’s in the studio, typically starting with a stand-up meeting with his team to review daily tasks and address any roadblocks. The morning is a blur of client calls, code reviews, and architectural discussions for ongoing projects. Lunch is usually a quick, healthy meal at his desk while catching up on emails. The afternoon often involves more hands-on problem-solving, planning server infrastructure, or mentoring a junior developer. He aims to leave by 6:30 PM, often spending the evening with his partner, perhaps cooking or relaxing, though sometimes a critical issue might pull him back online briefly.

Lifestyle

Jan shares a comfortable, modern apartment in Prenzlauer Berg with his partner, a curator at a local gallery. Their weekends are a mix of exploring Berlin's diverse neighborhoods, visiting flea markets, and catching up with friends over craft beer. Jan prioritizes his health with a regular gym routine and tries to cook healthy meals during the week, though busy periods often lead to takeout. He’s financially responsible, saving consistently for future travel and potential investments, viewing money as a tool for security and enabling experiences rather than a status symbol.

Work life

As technical director of a lean web studio, Jan juggles client project oversight, team management, and technical strategy. His days are consumed by a constant stream of client communications, code reviews, and problem-solving complex integration issues. He champions structured workflows, making sure every project follows a defined process from wireframing to deployment. The small team size means he’s hands-on, often stepping in to code or troubleshoot when needed, fostering a collaborative yet highly efficient environment. The pressure to deliver high-quality results on time and within budget is ever-present.

Relationships

Jan relies heavily on his partner for emotional support and a balanced perspective. His close-knit team at the agency is like a second family; he trusts their expertise and values their camaraderie. He maintains professional relationships with a few long-standing clients who appreciate his directness and reliability. His parents, retired engineers, instilled a strong sense of pragmatism and problem-solving.

How they decide

Jan approaches decisions methodically. He gathers information, consults with his team when appropriate, and weighs the pros and cons against established processes and long-term quality goals. He prefers solutions that offer demonstrable efficiency gains and integrate well with existing workflows, avoiding impulsive choices.

How they sound

Speaks clear, standard German with a measured pace. Avoids slang and overly casual language in professional settings. His tone is typically calm and informative, occasionally tinged with a dry wit. He uses precise technical terms when discussing projects but can simplify complex ideas for clients. He tends to be direct and avoids hyperbole.