Petitezoe /
Zoe Sijia Guo
g.sijiazoe@gmail.com
I am a London-based illustrator and graphic designer and and creative director specialising in blends fine art aesthetics with commercial design, creating distinctive visual identities for brands, publications, and creative projects. Grown up in Shanghai and Tokyo&Kyoto. My work is grounded in a consistent, design-led visual language, combining flat compositions, bold shapes, and high-saturation colour palettes to maintain clarity while supporting layered storytelling across sequences.
I primarily work by hand, valuing the warmth and tactility of line, while using digital tools to explore colour. I appooich natural balance between line, texture, and colour, ensuring visual cohesion and emotional resonance throughout a narrative.
My visual language is warm, playful, and slightly surreal. I often use soft, cute, or humorous characters to hold more complex or quiet emotions, with subtle references to nostalgia that create a sense of familiarity.
I am particularly interested in projects that explore memory, childhood, and the subtle emotional landscapes of growing up.
I hold an MA in Visual Communication from the Royal College of Art, and a BA in Illustration from Kyoto Seika University.
Member of Association of Illustrators
Visual Communication ( London, UK )
2023
BA Illustration
Kyoto Seika University ( Kyoto, Japan )
2021
BA Exchange in University of the Arts London ( London, UK )
Camberwell College of Arts
2020
BA Sociology Nihon University ( Tokyo, Japan )
2016
Interview
ILLUSTRATION AWARDS
MERIT AWARD 2026
Hii Illustration Competition 2023 Unpublished Category
MERIT AWARD 2024
The Spectral Sublime Online Exhibition, Phantasmal Gallery 2024
ULTRA MODERN, Fox Yard Studio - Art Galler Suffolk ( UK ) 2024
13th Dynamic Contemporary Artists Exhibition- Fukuoka Asian Art Museum ( Japan ) 2024
The Colour Show, The Tabernacle, London 2024
Bologna Children's Book Fair, Virtual Illustrators Wall 2024
Pri’s Art Salon:METAMRPHOSIS, London 2023
‘Open Art’ Art Number 23 BCN Barcelona, Spain 2023
WAAITT2023 Group Show, Easter Gallery, London 2023
Aesthetics of Bliss, 67 York Street Gallery, London 2023
Death of the Spectacle, 37 Kensington High St, London 2023
Small House Gallery, London 2023
Global Talent Art Prize (4th edition) 2nd Winner 2023 International Art
Prize- TORAM General Incorporated Association , Japan2024
Room, kara-S Gallery (カラス) in Kyoto Japan
2020
South London Lab in the Peckham town centre park in London
2020
Picks kara-S Gallery (カラス) in Kyoto, Japan
2021
The One Pound Super Short Film festival in London (2022)
The XP Awards in London 2022
Southwark Park Gallery Annual Open Exhibition, London
2022
Global Talent Art Prize (4th edition) 2nd Winner 2023
International Art Prize- TORAM General Incorporated Association , Japan 2024
Collect Art Sculpture & 3D Art/ Special Edition 2024
Global Talent Art Prize (4th edition) 2nd 2023
LandEscape Contemporary Art Review 2024
Last Updated 14.04.2026 by zoe :)
My Approach
Free 30 Min Consultation
Process
Last Updated 26.04.21
1. Research & Direction
Understanding context, references, and positioning. Setting a clear direction.
2. Design Development
Building and refining a visual system that supports the project.
3. Delivery
Providing final assets along with guidance for consistent use.
I see design as a way of shaping how something is understood, not just how it looks. My work tends to move away from overly commercial aesthetics, and instead focuses on building visual systems that feel intentional, slightly unexpected, and grounded in context.
I’m particularly interested in projects that sit between culture and communication, whether that’s in art, food, publishing, or experience-led work. I usually collaborate with people who care about detail, tone, and long-term identity rather than quick visual impact. There’s also a growing sense that a lot of contemporary design feels overly polished, but lacks character. I think people are starting to respond more to work that feels human. Softer, more specific, sometimes slightly imperfect. Something that holds a sense of personality without losing clarity.
At the same time, I’m fully comfortable working across more commercial directions when needed. The outcome always depends on what the project requires and what you want it to achieve. In the end, the work is shaped around your needs, making sure it not only feels right, but functions clearly and effectively in its context.
The goal is always to find a balance where the work is confident, accessible, and distinct :)
If you’re not sure whether I’m the right fit...
I offer a free 30-minute consultation.
We can go through your project, your ideas,
or where things might not be working yet!
I offer a free 30-minute consultation.
We can go through your project, your ideas,
or where things might not be working yet!
Most projects start with a conversation, either over email or a short call, to understand the context and what you’re trying to build. From there, we shape a clear brief together so everything is aligned early on. A typical process includes:
1. Research & Direction
Understanding context, references, and positioning. Setting a clear direction.
2.Design Development
Building and refining a visual system that supports the project.
3.Delivery
Providing final assets along with guidance for consistent use.