10 Questions with Zina Kazantseva

Zina Kazantseva is a graphic illustrator from Ukraine, currently based in Amsterdam, Netherlands. With a background in graphic design, she has developed a distinct artistic voice, merging creative storytelling with modern design techniques. A graduate of the Kharkiv Academy of Design and Arts, Zina’s career began with winning the Grand Prix at the Ukrainian Advertising Competition in 2004. Since then, she has expanded into a diverse portfolio spanning both traditional and digital art.

Her professional accomplishments include 8 years at Snapchat as an Augmented Reality Concept Designer. She also created popular GIPHY stickers that have garnered over 6 billion views. Since 2018, Zina has focused on portrait illustration and fashion, utilizing clean lines, bold silhouettes, and a minimalist palette to explore modern femininity through stylish and provocative imagery.

Zina’s work has been exhibited in the Netherlands at Gemeente (2024) and Hogeschool Inholland (2024), as well as internationally at ExpoMetro Milan (2024). She is set to showcase her work at The Holy Art Gallery in Amsterdam in January 2025. Her art resonates with contemporary audiences, blending sarcasm, irony, and a strong connection to current trends and culture.

paa.ge/zinart | @zinaidakazantseva

ARTIST STATEMENT

Zina Kazantseva’s art reflects her passion for combining fantasy storytelling with modern design aesthetics. Her work delves into themes of femininity, individuality, and the fluidity of identity, creating visually striking pieces that resonate with contemporary audiences. Inspired by fashion, current trends, and cultural narratives, her illustrations feature bold lines, minimalist color palettes, and a distinctive sense of irony and playfulness.

Zina’s artistic vision focuses on reinterpreting the modern woman as a complex and dynamic figure, portrayed through expressive silhouettes and clean, stylized forms. By blending traditional graphic design techniques with digital innovation, she creates work that feels both timeless and forward-thinking. Her attention to detail and ability to capture the essence of the present moment make her pieces both relatable and thought-provoking.

As an artist, Zina strives to evoke emotion and spark conversation through her illustrations. Her dedication to exploring contemporary themes while maintaining a unique and personal style ensures that her work not only stands out but also deeply connects with viewers on multiple levels.

INTERVIEW

First of all, introduce yourself to our readers. Who are you, and how did you start experimenting with images?

I am a graphic designer and illustrator from Ukraine, born in Crimea. My artistic journey began with graphic design—studying at the Kharkiv Academy of Design and winning the Grand Prix at the Ukrainian Advertising Festival were my first major achievements. Later, I started creating illustrations—first black-and-white sketches, then portraits of women. My works became a reflection of my emotions and thoughts. When I began sharing them on Instagram, unexpected opportunities opened up, including my role as a concept designer at Snapchat. For me, art is freedom. I create to express my feelings, without deadlines or rules, which allows me to stay true to myself.

Your background in graphic design has shaped your artistic approach. How has this foundation influenced your transition into illustration and portraiture?

Graphic design taught me to see composition, balance, and the importance of removing unnecessary details to highlight the essential. This became the foundation of my minimalist style. When I draw, I always think about structure. The thickness of a line, the number of details, and the use of empty space—all of it matters. The text in my works is also a legacy of my design background. It functions like a headline in advertising—short, bold, and emotional. It’s an instant message meant to grab attention. However, the most important thing design has given me is the ability to think conceptually. I don’t just draw portraits—I create a visual language that speaks about women, their freedom, emotions, and desires.

Your work merges storytelling with modern design techniques. What role does narrative play in your creative process?

For me, art is not just about images—it’s about stories. The women I draw are not just faces. They embody character, strength, and emotion. I love capturing the contrast between fragility and confidence, softness and boldness. They move forward, face challenges, yet remain true to themselves. I want my works to speak. Sometimes they whisper, sometimes they scream. Sometimes, they make you smile; other times, they make you think. I believe that’s what true storytelling in art is about.

Fashion and femininity are central themes in your art. How do you define the modern woman in your illustrations?

To me, the modern woman is a balance of strength and vulnerability. She can be many things—bold, elegant, sarcastic, caring, independent. I often think about what women go through in today’s world—how they work, build careers, raise children, and still manage to remain beautiful and feminine. Sometimes it seems impossible, yet they find the strength. My illustrations serve as a reminder: you can be yourself. You don’t have to fit into anyone’s expectations. Confidence in yourself is your superpower.

Sarcasm and irony are also strong elements in your work. How do you use humor as a tool for artistic expression?

Humor is my way of addressing serious topics. I love it when art can make you smile while also making you think. The phrases I include in my works make them more provocative. Sometimes it’s just wordplay, like turning “I’ll never be the Same” into “Saint.” Other times, it’s irony that helps shift perspectives. Life without humor is difficult. It helps us navigate challenges and makes hard things feel lighter. I apply the same principle to my art.

You have a minimalist color palette and bold silhouettes. What draws you to this visual style?

I love minimalism for its clarity and strength. A single line can say more than a thousand details. One color can set the mood better than a complex palette. What I love about minimalism is that it leaves space for interpretation. You don’t tell the viewer everything directly—you leave room for their emotions and thoughts. That’s where the magic is.

Identity and individuality are recurring themes in your illustrations. How do you approach capturing these complex concepts through stylized forms?

Each of my works is unique because each one carries emotion. Sometimes I create in moments of vulnerability, other times in moments of inspiration. This reflects in the lines, the expressions, the colors. I love adding symbolism—red lips, cross-shaped earrings, black tears, snakes. These details add depth to the image. Female identity is complex—it’s a blend of strength and tenderness, a desire for love and independence. I express this through my graphic style.

You spent eight years as an Augmented Reality Concept Designer at Snapchat. How did working in tech influence your artistic vision?

Yes, and I still work there. Working at Snapchat taught me to think about trends, dynamics, and engagement. I create art that immediately captures attention. This is an essential skill in a world where visual content is endless. But art isn’t just about trends. Unlike commercial work, my illustrations are my voice. There’s no marketing in them—only pure self-expression. My female characters reflect this balance—they are modern, yet carry a depth I find in fashion, trends, and personal experience.

Your GIPHY stickers have over 6 billion views, a remarkable reach. How do you feel about this kind of digital visibility compared to exhibiting in traditional art spaces?

My GIPHY stickers were an exciting experience. In just 1.5 years, they gained over 6 billion views, proving how quickly digital art can spread worldwide. However, for me, it’s important to connect digital visibility with physical art—something that provides the viewer with a deeper, more tangible experience.

Looking ahead, what future projects are you excited about?

Now that I live in the Netherlands, this country inspires me for new projects. Over the past two years, I’ve participated in exhibitions in Amsterdam and Milan ExpoMetro, as well as the international Holly Art Gallery. Looking ahead, I plan to continue collaborating with fashion brands and creating projects that bridge art and fashion. I believe my work will resonate not only in the Netherlands but beyond.

Artist’s Talk

Al-Tiba9 Interviews is a promotional platform for artists to articulate their vision and engage them with our diverse readership through a published art dialogue. The artists are interviewed by Mohamed Benhadj, the founder & curator of Al-Tiba9, to highlight their artistic careers and introduce them to the international contemporary art scene across our vast network of museums, galleries, art professionals, art dealers, collectors, and art lovers across the globe.

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