Designer Rou Jiao discovered her passion through a LEGO Architecture set, which sparked her love for design over architecture. Based in Harrison, USA, she embraces exploration and believes in trusting oneself through uncertain creative processes. Rou sees AI as a tool for creative growth and urges emerging creatives to keep experimenting without rushing to find a fixed style.
Can you tell us a little about your first few steps in your career. Was there a moment or experience when you realised this was what you'd do as a career?
It was about ten years ago when I kept asking myself what I really wanted to do. Around that time, I bought myself a LEGO Architecture Studio 21050 set. It was a really interesting set—not like traditional LEGOs with step-by-step instructions. This one was meant for architects to use as a sketching tool, so you could build whatever shapes you wanted.
Back then, I didn’t even realize how much I enjoyed playing with those blocks—arranging and assembling them into beautiful structures. I was still trying to figure out what I wanted in life, and one day it just clicked: the answer was right in front of me. I wanted to become a designer.
I ended up choosing graphic design over architecture, product, or landscape design mostly because it felt more approachable. Plus, I found out LEGO actually hires graphic designers, so I made that big decision kind of casually. But somehow, fate really worked out for me—graphic design turned out to be the perfect fit. It’s fun, it’s the foundation of so many design fields, and it gave me the tools to explore other areas like 3D art and motion graphics.
What lessons from your career have most shaped your style and approach?
Tell us about the core values or philosophies that guide your creative practice.
Like I mentioned earlier, I always try something I’ve never done before with each new project. I refuse to stay stuck in the same creative loop—if I did, I would’ve never grown as fast as I have.
Another belief that really shapes the way I work is trusting that I’m capable of great things, even during those uncertain, never-ending exploration phases. I think the best design often starts with that mindset—believing in yourself first. It’s not about waiting for a great piece of work to prove you're a good designer. It’s the other way around: you believe you're a great designer, and that belief gives you the confidence to create great work.
What needs to change, so emerging and under-represented creative professionals have more opportunity, are seen and heard?
I honestly feel that only when today’s fragile financial system finally collapses—when people stop living purely for money and start asking themselves, “If not for money, then what are we living for?”—that’s when they’ll truly begin to notice the people around them and hear more diverse voices. That’s when emerging and under-represented creatives will truly shine and be heard, because both the ones speaking and the ones listening will be doing it from a pure and honest place.
How important is it that creative professionals find their unique voice?
I believe that every person—every creature, really—is unique and has their own voice. It’s just that creative professionals, because of the nature of our work, are more likely to become aware of how that uniqueness can become a highlight in what we create.
In fact, I think a creative’s unique voice might be one of the few things that can truly stand up to AI-generated art in the future. AI can produce flawless, perfectly stitched-together work—but it lacks soul. It doesn't carry the imperfections, the human flaws, or the emotional nuances that give our work depth and character. And it’s often those very imperfections that shape a powerful, unique voice. That’s why, for creatives, finding and owning that voice is more important than ever.
Looking ahead, what do you think are the key factors that will influence change for creative professionals?
Creativity itself won’t change—it’s a gift unique to every human. But the tools and ways we bring that creativity to life will definitely shift with the rise of AI, lowering the barrier to creation in a big way.
On one hand, I think it’s a relief for many creatives that they no longer have to spend so much time producing repetitive, cookie-cutter work for companies and studios. On the other hand, AI won’t replace the creatives who know how to wield it—it will replace those who don’t. The ones who can use AI like a powerful tool, almost like a one-person team, will be the ones who stay ahead.
How much does your city influence your work?
For me, I usually rely on the internet to find great work that sparks ideas. But when I’m really in the zone, everything around me can become a source of inspiration, no matter where I am.
How much does your culture influence your work?
I feel like in the internet era, culture and creativity aren’t as tightly linked as they used to be.
But if I had to say something—East Asian culture tends to lean heavily on pressure-based education, while I personally thrive much more in an encouraging environment. So honestly, East Asian culture didn’t have a very positive impact on my creative development. That’s actually one of the big reasons I was able to grow into a stronger designer in the U.S.
That said, to be honest, American design is often too driven by commercial goals. It feels very profit-oriented. I actually look to European designers for inspiration more often—there’s still a sense of soul in their work that’s sometimes missing in the U.S.
Tell us some of your favourite, creative professionals and inspiring places in your city!
What should emerging creative professionals keep in mind as they begin their design career?
I still remember how lost I felt when I first stepped into the world of design. But here’s something I hope everyone keeps in mind: the first time is always the hardest. The more you practice, the easier it gets.
And don’t rush to find “your style” too early—it can become a trap. Try as many new things as you can. Even now, as a confident graphic designer, I’m still exploring and experimenting all the time.