Creating Your
Own Path.

I'm Joseph Soto, currently serving as Director of Art and Brand at Nickerson and President-Elect of AIGA Los Angeles. My background blends over 15 years of experience in creative direction, branding, and visual identity across industries including life science, technology, real estate, and hospitality.

My artistic practice centers on using design as a tool to tell human stories and build connection. Whether through brand development, typography, or immersive visual systems, I approach design as both a strategic and deeply personal process. I explore how color, composition, and form influence how people experience and connect with brands — with a focus on creating work that feels intentional, memorable, and culturally resonant.

As a young creative, my practice had never been confined to one discipline. I was constantly experimenting — photographing subjects, curating images, exploring composition through drawing and collage. All of those explorations led me to design. What drew me to it then, and still does today, is the intersection of creativity and communication. That's still the core of my creative identity: an interdisciplinary designer who values craft, storytelling, and the power of design to shape culture and community.

MassArt shaped my trajectory long before I enrolled as a freshman. As a student at Boston Latin School (right across the street), I would spend weekends taking Fashion Design 101 classes at MassArt. I was also part of Youth Design Boston — a program founded by MassArt Board Member Denise Korn that introduced urban public high school students to the design industry, pairing us with mentors and paid internships.

Once I got to MassArt, the support system was profound, especially as a first-generation college student. Programs like the Compass Program, led by Lyssa Palu-ay, gave me the academic and personal mentorship I needed to navigate college life. That level of support and access gave me confidence — not only in my ability to succeed at MassArt but also to step boldly into the design profession. MassArt gave me the space to explore, experiment, and ultimately commit to design as both a career and a calling.

I am deeply grateful to the faculty and mentors who poured their wisdom and energy into me. Lyssa Palu-ay was pivotal in guiding my journey as a first-generation student, while faculty like Alisa Aronson, Lynn Faitelson, Chaz Maviyane-Davies, Katherine Hughes, Elizabeth Resnick, and Joe Quackenbush shaped my approach to design thinking and visual communication.

Each of them challenged me to refine not just my craft, but also my voice as a designer. They modeled how creative professionals can also be educators, advocates, and community builders — lessons I carry with me to this day.

I grew up in Boston and wanted to experience something different. Each city has something for everybody, and if you have the opportunity to go out and explore, you can figure out if it's right for you.

I moved to LA during COVID. I had never been to LA before — I had no friends or family in the area either. I knew how risky it was to move to a new city, but I had a friend who encouraged me to go because they knew as a creative person there was a good chance I would find my people there. And that I did. The design community in LA is incredibly rich. And the nice weather is a great bonus.

For those who aren't familiar, AIGA is The American Institute of Graphic Arts — a professional organization for design. Stepping into the role of President-Elect for AIGA Los Angeles feels like both a privilege and a natural progression of my journey. AIGA has always been about fostering community, advancing design as a profession, and creating space for dialogue around the impact of design on society — values that align deeply with who I am as a creative and as a leader.

As a young designer, AIGA Boston was the cornerstone of my early career, giving me access to mentorship and a creative community that pushed me forward. To now serve as President-Elect of AIGA LA feels like a full-circle moment — one that allows me to reflect on the programming and opportunities I needed then and apply those insights to how we support and grow our design community today. This perspective informs how I approach my leadership role, ensuring that we create pathways for emerging designers to feel seen, supported, and inspired to lead the next generation of creatives.

Show up. Be present. And always, always, be the best version of yourself. Even when you think no one is paying attention, someone is watching and taking note of the energy you bring into the room.

Bring your full self to every opportunity. This isn't about perfection — it's about authenticity and consistency. That type of energy is magnetic. It attracts the right people and opportunities to you, often in ways you won't see coming. In creative fields, your network, reputation, and personal brand are built not just through your work, but through how you show up in the world. Your energy is seen, heard, and felt. Lead with that, and the rest will follow.