Shaping the Future of Design Leadership in LA and Beyond
How Design Leadership Translates Into Real Brand Value
Elevating Design Leadership: Meet Joseph Soto and the Power of Strategic Branding
Nickerson’s Director of Art and Brand, Joseph Soto, recently assumed the role of President of AIGA LA, the west coast’s most influential professional association for design. Soto’s leadership continues to inspire innovation and creativity across the design community.
This role is about vision and leadership in all trending topics, from how this industry will evolve in the age of AI, to what industries are in need of a redirection in design.
Joseph’s recent work emphasizes the critical need for an integrated design and marketing partner in today’s ever-evolving media landscape. Expert agency partners like Nickerson are at the forefront of nationwide campaigns in branding, strategy, design and web. Learn more about why this matters more than ever.
Driving Impact Through Signature Events
1. The National AIGA Design Conference in LA
The 2025 AIGA Design Conference, held October 9-11 in Los Angeles, marked a major moment in the design sphere. As president of AIGA LA, I played a leading role at the opening of this national-level event.
When you are leading a national gathering of top-tier design talent, you’re already operating at the level where design systems at the human level matter deeply. For a company looking for strategic design and web services: you want a partner who understands that scale, that complexity, and that attention to detail.
2. “Emergence: A Creative Mixer & Showcase of LA’s Rising Designers”
A pre-conference event (Oct 8, 2025 at the Helms Design Center) curated by AIGA LA celebrated emerging talent, in partnership with Adobe. Here, I worked with the AIGA LA team to highlight the ecosystem around design and celebrate rising talent in the local community in partnership with Adobe and its incredible Community Team.
For brand strategy: you want a partner who sees your brand not just in isolation but as part of a broader cultural and professional network.
3. Adobe MAX & the Broader Creative Ecosystem
Adobe’s annual creative conference Adobe MAX is a significant part of our narrative in how design merges with technology. I joined the best design leaders to explore Adobe innovation, tools, and workflows. By engaging across these platforms, we were able to identify where design culture, tech, branding, and experience blend together.
Our team was also pleased to help Adobe highlight the Adobe Creative Apprenticeship program through a dynamic Community Booth activation. This program offers paid placements, mentorship, real-world briefs and professional exposure to emerging designers and creatives. Our team held one-on-ones and collaborated with our current apprenticeship cohort members to ensure the success and health of our growing creative community.
When you hire for your branding, strategy, design, web needs, your organization wants someone who understands the latest tools and that is also conscious of local culture and your business goals.
What This Means for Your Brand & Why Nickerson
- Branding Strategy: You’re not solely creating a visual identity; you’re articulating what your organization stands for, how it interacts with audiences, and how it evolves. Joseph Soto’s work with AIGA LA shows a deep engagement with design culture, community building, and strategic leadership.
- Design: Design today is systems, standards, usability, and cross-platform thinking. At AIGA’s events, design conversations are advanced, forward-looking, and grounded in best practice.
- Web & Digital Experience: Your web presence is often your first brand exposure. You’ll want a partner who knows how to translate high-level strategy into digital touchpoints, seamless UX, and a coherent brand narrative.
If you want your brand to lead, let's connect.
Joseph Soto
Director, Art & Brand
Nickerson
Joseph Soto is the Director of Art & Brand at Nickerson, where he leads the award-winning Creative Services team and oversees brand identity and creative strategy across the firm and its client-partners. He also serves as President Elect of AIGA LA and is an Adobe Apprenticeship Program mentor, supporting the next generation of creative talent.
