We were lucky to catch up with Shijia Luo recently and have shared our conversation below.

Hi Shijia, thanks for joining us today. If you could go back in time do you wish you had started your creative career sooner or later?

“If you get on the wrong train, immediately you realize it, get off at the next nearest station. The longer it takes you to get off, the more expensive the return trip will be.” This quote resonates deeply with my journey of finding my way to a creative career. Like many, I spent my early years focused on what seemed like a “proper” career path, one that aligned with conventional expectations. I began my career in business, yet felt a lingering sense of dissatisfaction — an unshakable feeling that “my element” was missing.
As a child, I could spend hours drawing, completely lost in the process. My creative instincts were strong, but they were tucked away as I grew older, overshadowed by other expectations. Signs and quiet urges would occasionally nudge me toward art, but I didn’t answer them, leaving that kid who loved to draw uninspired and disconnected from her dreams of becoming an artist.
It was later in my undergrad term during a visit to London, wandering through museums, galleries, and concerts, that I began to reconnect with my creative self. Surrounded by art and expression, I realized that maybe I could carve out a place for myself in the creative world. I’d always expressed myself through drawings, writing, and Chinese calligraphy, and now the idea of making creativity my career felt like a possibility I couldn’t ignore. Once that thought took root, the path forward began to unfold naturally.
Three years later, I found myself in art school, immersed in an environment that celebrates creativity and innovation. Looking back, I’m grateful for the courage to “get off the train” when I did and pursue the path that truly speaks to my passions.
Do get off if you are on the wrong train.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Shijia Luo, a passionate visual designer dedicated to creating unique and memorable connections that resonate across both digital and print platforms. My journey in design began with a fascination for visual storytelling and how it can shape perceptions and build emotional connections. This curiosity led me to pursue an MFA in Design from California College of the Arts in San Francisco, where I honed my craft, and since then, I’ve had the privilege of working with an inspiring array of brands and clients across industries like technology, fashion, hospitality, and retail.
In my work, I specialize in developing complete brand identities and cohesive visual systems, offering services that include logo design, typography, color palettes, and brand guidelines. I take a holistic approach, collaborating closely with cross-functional teams — from engineers to product designers and marketers — to ensure every brand’s identity remains consistent from the first concept to the final product. I’ve had the opportunity to work with brands like Xiaomi, Tencent Cloud, and numerous local entrepreneurial ventures. Additionally, my work has been featured by institutions and design communities such as SFMOMA, the San Francisco Art Book Fair, and AIGA Los Angeles, reflecting my deep engagement with both client-focused and creative-driven design communities.
What makes me most proud is my commitment to crafting design systems that ask and answer key questions. I’m a strong advocate for user-centered design, which means that every visual identity should solve specific challenges and connect meaningfully with its audience, something I achieve through thorough research and strategic insights. Whether the goal is boosting brand recognition, enhancing customer engagement, or creating seamless experiences across multiple platforms, I strive to deliver designs that are both impactful and strategic, marrying aesthetics with purpose.
For potential clients and followers, I want to emphasize that authenticity and innovation are the foundations of my work. I approach each project with a fresh perspective, tailoring my solutions to meet the unique needs and goals of each client. I’m also passionate about expanding the reach of branding into physical products, exploring areas like 3D printing and tangible product branding to bring brand identities to life in ways that transcend the screen.
As I grow in this field, I’m eager to collaborate with brands and clients who value meaningful, lasting connections with their audiences. I’m here to bring visions to life in ways that are authentic, engaging, and enduring, creating designs that resonate well beyond the first impression.

For you, what’s the most rewarding aspect of being a creative?

The most rewarding part of being creative is the freedom to express myself. I don’t think creativity should be reserved for a select few with “creative” careers. For me, creativity is a natural human right—something everyone can tap into. It’s how we make sense of the world and express ourselves based on that understanding. Plus, creativity isn’t confined to one form or medium; it’s all about finding the best way to communicate what we feel and see.
On a personal note, some of my creative habits include writing little notes to myself every day, a practice I’ve been doing since I was 12. I’ve kept a diary that’s almost 6,500 days long! It’s a quiet yet powerful way of processing my thoughts. I also find painting with colors a great mental escape—it’s like a mini therapy session where I can let out emotions and capture the nuances of how I’m feeling. These might seem like behind-the-scenes activities, but they’re what fuel my creativity and make the act of creating feel so good.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

One of the most impactful inspirations for me recently has been the film Soul. There’s a scene with a story about a fish that really struck me:
Dorothea tells the story of a young fish who says to an older fish, “I’m trying to find this thing they call the ocean.” The older fish replies, “The ocean? That’s what you’re in right now.” The younger fish, confused, responds, “This? This is water. What I want is the ocean.”
This metaphor took a while for me to fully grasp. Initially, I identified with the younger fish, always searching for some “real ocean”—a place or moment where I’d finally feel that I had arrived in the perfect creative space. I held onto the belief that my full potential would only emerge once I found the right setting.
But the story challenges that idea, suggesting that the journey itself, with all its nuances and experiences, is already part of the ocean I’m in. It made me realize that the creative process isn’t a linear path that leads to a singular destination. Everything we encounter, absorb, and learn becomes an essential part of what we create. You can’t produce anything meaningful if you’ve never engaged with life and all its layers.
This has expanded my view of creativity and growth in general. Rather than seeing life as a series of milestones, I now see it as a flowing, dynamic experience—like the ocean itself. Each experience, big or small, influences and shapes my mind, reminding me that I’m already immersed in exactly what I’m searching for. The tide rises and falls, and honestly, I might as well just enjoy the swim.

Contact Info:

• Website: https://bellaluo.com
• Instagram: https://www.instagram.com/shijia_luoo/
• Linkedin: https://www.linkedin.com/in/shijia-luo/

Image Credits

CICA Museum