In this paper, we illustrate PAGE – for Parametric AGEnts, a constructive way to design personalized or personified virtual agents starting from a plain rational agent. We chose a scenario about the personification of a virtual agent in a serious game for training communication skills. We start from an agent program that does not take into account any kind of agent profile. We show how our PAGE approach allows us to derive different agent programs tailored to different agent profiles while retaining complete control on the resulting agent behavior.