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 that I become aware of the college's deep history in the Canadian art and design landscape.

How did you get started in your current career?

Currently I am balancing two positions. The first as design principle at JNKM Design Group, a group that fellow alumni Katarina Mijatovic and I opened almost two years ago. My other position is creative director at a web and digital start-up called Super Awesome Web Company. Before either of these positions 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; 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 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 fairly and it creates problems for some studios and firms. I would say it’s complicated; I would advise students or recent graduates to never undersell themselves but to 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. It's closer to expressing how I understand a new industry I’m working in or a client’s unique taste that I’m adopting into my design. Every project is a learning experience; whether it’s a new restaurant that brings 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 yet also 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, as well as constant late nights gave me a sort of creative and emotional resiliency. These skills and confidence aren't natural for me and I believe in many ways their development is unique to the OCAD studio culture. One thing I would have done differently is networked. I would have tried to focus on it much more. In the typical undergrad way, I found my circle of friends and didn’t reach out from them 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 practices during university, 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 in letting their hired talent explore all possible solutions.

The solution is side projects, creative studio work and competitions. The city is brimming with opportunities to express your passions and these opportunities 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?

You have to know a little bit of everything. Like I said earlier, as you work as a designer you inevitably become an expert in everything you work on. 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, socializing at design events, or promoting our work at 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, trends, or apps are emerging.

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 am truly a fan of my peers and classmates; I openly brag about them and their work. I feel the more of us "OCADians" that are out there doing what we love, the more we promote the industry and our university. There's value in us doing what we love and being loud about it. 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.

When we survey customers and clients, we often hear it’s the enthusiasm we bring to each project that makes us stand out. I try to be the best version of myself in everything I do and when it comes to my practice, I only hope that effort results in a product or service that clients want to keep coming back for.

What are your personal and professional goals for the coming years?

My personal goals are always evolving. I'm becoming ever more conscious of the political landscape in Toronto and the strong role social activists and grass-root projects have in shaping this great city. I’ve become invested in expressing my views of what a great city is and sharing that view with others. I would love to work alongside city heavyweights like Christopher Hume from the Toronto Star, Jennifer Kessemaat the Chief Planner of the City of Toronto, and of course Toronto visionaries like Shawn Micallef from Spacing. If I were to have a goal it would be to have a positive effect on the landscape around me, like those that inspire me.