Works Five: Nelson Silva, Senior Art Director
In an ongoing series about The Works’ staff, we chatted with Senior Art Director Nelson Silva about falling in love with Macintosh computers, the difference between art and design, and how aesthetics can elevate your brand.
WHO are you?
I’m someone who likes to create things that others can enjoy. It started in Grade 1 when my older brother got an old Macintosh. I became obsessed with putting images together. I eventually studied graphic design at George Brown College, and that’s how I met Scott McFarland. He offered me a job at The Works and I’ve never looked back. It’s funny – people ask me if I’m tired of working for the same company for so long. I’m not. The work we do, in this sector, is constantly evolving and that’s thrilling to me.
WHAT is the difference between art and design?
Art is an expression of self that can be interpreted. For The Works, design is an expression of a client with a distinct message. It aids communication and helps people understand a client’s purpose and product. There can be self-expression in design, sure, but my job as an art director is to deliver a service that meets and – hopefully – exceeds its expectations.
WHERE do you look for inspiration?
Everywhere. I look for it on the subway platform on the way to work; in commercials I see on TV; in the bubble gum wrapper that I’m about to throw out. If you want to be good at design, you need to be absorbed by its elements. For example, I might start reading a story in the newspaper because I’m drawn to the headline. But I always find myself getting lost in the page layout, typesetting, grid, etc. Looking for inspiration is like looking for gravity – it’s always there.
WHEN did you realize the value of sustainability communications?
It was probably about five years ago when we brought on our Director of Sustainability, Wesley Gee. I started to see big players in the private sector take the lead on important issues, convincing other companies and the general population to get moving. (And, of course, I also started to see more work come in for us.) It’s amazing to watch how the culture now takes such a positive, almost futurist, approach to sustainability.
Nelson art directed this brochure for Stratus Vineyards, which combines stunning photography by Matthew Plexman with custom illustrations, created in-house at The Works.
WHY should clients care about aesthetics?
If you don’t care about aesthetics, no one will pay attention. No matter the communication, it should be in everything you do. It makes you stand out. Take our client Stratus Vineyards, a smaller winery that punches way above its weight. That’s thanks to the quality of Stratus’s product, but also to the company’s beautiful brand. When I look at Stratus’s design, I’m hooked.
Keep watching for more great interviews with all the talented creatives at The Works.
