Josh Nelson
Why did you choose to attend OCAD U?
Honestly, I choose OCAD U because of the wild building as much, or maybe more than the curriculum. It wasn’t until after I became a student did I become aware of the colleges deep history in the Canadian art and design landscape.
How did you get started in your current career?
Currently I am balancing two positions; one as the Design Principle at the JNKM Design Group fellow alumni Katarina Mijatovic and I opened almost two years ago and the other is the Creative Director at a new web and digital startup. However before either of those were possible I was working at an elevator company designing custom elevator interiors for high profile properties.
Did you volunteer? Did you work in your field while you were a student?
I’ve never officially volunteered however Katarina and I often joke that we run a not-for-profit because of how many favours or creative work we do without much compensation. It’s the nature of the creative economy though, a lot of our labour isn’t resource intensive and clients often negate the value of our time and creative energy.
What were your policies regarding internships, volunteering, and paid work?
I don’t have an official policy regarding internships however I have heard horror stories. After a few years of running a business I see the need of affordable labour and in that I understand why many companies use interns. I would prefer to use a local creative talent instead of outsourcing it online but even the greenest of graduates want to be paid handsomely and it creates problems for some studios and firms. So I would say it’s complicated but I would advise any student or recent graduate to never undersell themselves but also recognize the industry we are in, it’s not as profitable as some other professional careers.
What do you enjoy most about your work? What is the most challenging aspect of your work?
The most enjoyable aspect of my work is the balance of learning and expression. This isn’t the typical self-expression most people think of when it comes to artists but closer to expressing how I understand or see a new industry I’m working in, or a unique client’s taste that I’m adopting and designing for. Every project is a learning experience whether it’s a new restaurant that brings in influences from areas of the world I’ve never visited to a recording studio with mixing rooms and sound-proofing booths even though I’ve never played an instrument. You become an expert in everything and that is both enjoyable but also very challenging.
What skills or relationships developed at OCAD U helped you participate in your field? Is there anything you would have done differently?
The presentation skills and unwavering confidence that resulted from abusive critiques night after night of late nights gave me a sort of creative and emotional endurance. That skill isn’t natural and I believe in many ways is unique to the OCAD studio culture. One thing I would have done differently is networked more. In the typical undergrad style I found my circle of friends and didn’t reach out from that often enough during the years in the University. It was much more difficult to build authentic bonds after you’re released into the real world and everyone is competing for work and trying to prove themselves.
What differences do you see between what you do to earn a living and what you are passionate about?
The market. Hands down. While we hear a lot about sustainability, imagination and best practises during school and in design journals and blogs it doesn’t often translate to the real world. When you are sitting down with a budget and a deadline clients become less invested in the environment or untested/unfashionable design solutions than they are about letting their hired talent explore all possible solutions.
The solution is side projects, creative studio work and competitions. The city is stuffed with opportunities to express your passions and it can be just as rewarding as a paycheque.
What are the key responsibilities you maintain for your practice? Are there any specific tools or ideas you need to know about? Are there any other activities (e.g. networking events, a side job, reading publications...) that you need to sustain your practice?
Absolutely, you have to know a little bit of everything. Like I said earlier you become an expert in everything. I was fortunate enough to have Katarina who is great at keeping schedules and ensuring the budget is being met while I was off in the
imagination cloud or socializing at design events, city hall meetings or promoting our work in impromptu coffee shop meetings. You have to be versatile and fluid moving not from one thing to another, but almost doing it all, all the time. Keep taking courses, don’t stop doing your tutorials and pay attention to what programs are emerging or what fashion or apps your younger siblings are using.
When looking at the work of your peers, what qualities stand out for you? How do you set yourself apart from others in your field?
I’m truly a fan of my peers and classmates. I openly brag about them and their work. I feel the more of us OCADians out there doing what we love promotes the industry as well as the University. There is a value in that. When you hear of Harvard or MIT you think of the best of the best. I want that to occur when I say I went to OCAD U. The work done by my peers inspire me because they share the OCAD culture and work with their clients that they are working with and when teams like ALSO Collective or CARKASS end up in the media it’s good for us all.
When we survey customers and clients we often hear it’s the enthusiasm we bring to each project but I wouldn’t say that I do anything consciously to stand out from others in my field. I try to be the best version of myself in everything I do and when it comes to my practise I only hope that it results in a product or service that clients want and keep coming back for.
What are your personal and professional goals for the coming years?
My personal goals are always evolving. I am becoming more conscious of the political landscape in Toronto and the strong role social activists and grass root projects have in shaping this great city. It’s been both a personal and professional evolution to realize that (embarrassingly later than it should have been) and I’ve become invested in expressing my views of what a great city is and sharing that with others. I would love to work alongside city heavy weights like Christopher Hume from the Toronto Star, of Jennifer Kessemaat the Chief Planner of the City of Toronto, and of course Toronto visionaries like Shawn Micallef from Spacing. They inspire me and if I were to have a goal it would be having a positive effect on the built landscape around me.