Written by Rachael Dubinsky

Joseph Soto, BFA ’16 Graphic Design, has always seen design as more than just visuals—it’s a way to connect ideas, communities, and opportunities. From taking Fashion Design 101 classes at MassArt as a high school student to becoming a first-generation college graduate in the Compass Program, his journey reflects curiosity, persistence, and a passion for creative problem-solving.

Now, as Director of Art and Brand at Nickerson and President-Elect of AIGA Los Angeles, Joseph shares with us some lessons he’s learned, particularly around building community. 

Tell us a bit about your background and artistic practice.


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 artistic practice had never been confined to one discipline. I was constantly experimenting, photographing subjects, curating images, and 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. Graphic design allowed me to blend my visual intuition with a sense of purpose, turning ideas into tangible experiences that inform, inspire, and connect people. 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.

How has your MassArt experience helped to shape your career path?


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. The program’s interviews and workshops were held at MassArt, so the campus was part of my creative landscape well before I became an official student.

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.

Who were some of your mentors at MassArt?


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 as Art and Brand Director at Nickerson and President-Elect of AIGA Los Angeles.

What led you to move to LA?

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 move to LA 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.