Our first Canadian Advocate, Juliana Neufeld, probably doesn’t sleep very much. Not only is she an accomplished photographer and illustrator, she also finds time to work on extensive mixed media projects, design album covers for bands and work on various creative projects for Element.
Spending her childhood in the country climbing trees, building forts, scouting for bigfoot and hunting for buried treasure has set the stage for the clever, colorful and adventurous body of work she has built thus far.
Now living and working in Toronto, Juliana explores her city and travels the world as much as she can, taking inspiration from both.
I can talk about your artwork from my own perspective, but I’m curious how you would describe what you do. Your style and medium seem to change or adapt daily!
Reflecting on work I’m so close to is always a challenge, but I’d totally agree that the mediums I use and certainly my inspirations are always changing and developing… Photographs from the 1800s, tin toys from the 60s, children’s illustration, industrial design, hand-written type, street art—I love to mix the old and the new in everything I do. I’m a nostalgic artist at heart, but I also love contrasting what happened years ago with what’s happening now. I’d like to think that after a few years of painting and illustrating professionally I’ve developed an underlying style and aesthetic—but I’m definitely still growing, still finding my voice—or at least trying to clarify it!
Do you have a favorite medium?
I love watercolor illustration. Watercolor allows for a playfulness—a looseness in the work, like controlled chaos of color and paper! Add in some tight, controlled brushstrokes with India ink—which is also a lovely, freeflowing thing—and I’m in heaven.
You’re always working on quite a few projects at once. How do you keep your creative energy flowing?
I find that I’m most creative when I’m busy. As an outlet from a big design or illustration job, I’ll start a painting on the side—that way I can bounce back and forth from one work to another when I need a break or a different perspective. And one work will often inform the other. Creativity is a muscle—once you work it, it keeps getting bigger, better, and more efficient.
It seems like you take a lot of inspiration from traveling. What else inspires you?
Everywhere! Life in general, I suppose—it really depends on the day. Sometimes a walk through my neighborhood will inspire me—nosy dogs and their equally nosy owners, the graffiti in the alleyway, a funny conversation between children. But sometimes inspiration will surface unexpectedly, from a very unconscious place in my mind finding its voice as I start to paint. One choice will inspire the next one and so on.
What’s one lesson you’ve learned from your travels?
Embrace the unexpected! Try everything that doesn’t compromise your safety or integrity! Life is about taking risks and learning from your choices, and traveling is perfect for this because you’re forced outside of your comfort zone and encounter so many chances for change and perspective broadening. Oh, and I’ve also learned tolerance, compassion and patience.
Toronto seems to have a great scene. Is there a good support system for artists and creative people?
Like New Yorkers, Torontonians are passionate about their city and their identity within it. It’s a city of contrast and diversity. With so many perspectives comes a tolerance and an excitement for new ideas, which is so key to any art scene’s development. I feel very lucky to be living here in the midst of it. The support system is certainly here, at least among creative people who want to help showcase work and create networks for young, developing artists.
How is Toronto different from other cities?
The city is still relatively young, and because many of its residents are immigrants, you have an amazing optimism and entrepreneurial attitude infused with acceptance and tolerance. There’s so many cultures coming together here. Toronto also has a rad music scene, some amazing and ridiculously cheap vintage clothing, and a ton of great art galleries!
Your work reminds me of how creative we all are as children. Is that something you never lost? How are you able to keep that imagination alive?
There’s so much seriousness in day to day life—so many rules to follow. I don’t want to mirror that in my work. I’d much prefer talking animals and creative grammar and color—lots of color!
How does your process work? Do you have an idea and run with it or is it more a work in progress?
A work in progress is a perfect way to put it. I might have an overall goal—a loose structure with some starting ideas—but I work best when I let my work find its own way. I might make a shape with a brush stroke that reminds me of an old lady’s nose and cheek. I’ll pencil the lady’s face in, and her identity will suddenly start to take shape. Old ladies need yippy difficult dogs to tend to, and so in goes the dog—and off the painting goes! I like creating characters, but often they sort of create themselves.
Do you follow the art world? Do you think as a working artist that it’s important to?
I try to keep informed with what’s happening in the art world, but I try not to take it too seriously. I think that artists who spend too much time surrounded by the ‘art world’ tend to start to making art for that world only, using a very specific aesthetic based on what’s hot, what’s selling, and what’s ironic—but only to a very specific art audience. Art is for everyone.
Who do you look up to for inspiration? Is there anyone out there really impressing you right now?
Young artists, business people, idea people who are looking beyond themselves and their work in order to be part of a greater purpose or using their talents to institute change and development in the minds of other young and often disadvantaged youth.
How did Element find you?
A group of Canadian women artists were asked to be a part of Element Eden’s art auction show KNOW BY HEART. I met some of Element’s team, and things went from there!
What does being an Element Eden Advocate mean to you, and what’s your hope for this relationship?
Being an advocate means being a part of something bigger than myself and my art. I’ve been aware and in awe of Element ever since I was a little girl skateboarding in my driveway. I’ve always been aware of its commitment to social and environmental change—it’s a company with a conscience! This advocacy has been a perfect opportunity to help me reflect on ways that I can make changes in my life that create positive change for others around me. Also, I’m hoping I’ll get the opportunity to connect with other advocates, perhaps creating a network for voicing ideas and initiatives.
Do you have any advice for people trying to make it as an artist?
Work hard—talent is only half the battle! And show people your work. Don’t be too self-conscious to let your art out in the world. Getting feedback will help the work grow and positive reinforcement is great for your confidence. You never know until you show!
Anything else you’d like to add?
As a young artist, I spent a lot of time comparing my work to others, looking for their successes and failures in my own work and trying to force a recognizable ‘style.’ It took a while to find my voice, and it only really started to develop when I stopped looking and trying so hard, stopped censoring each brushstroke in an effort to create work I thought people wanted to see. Your voice is inside you waiting to come out. It’s so important to tune out everyone else and start listening to yourself—that’s where your truth lies.
