We’re looking forward to introducing you to Josh Wilhelm. Check out our conversation below.
Josh, a huge thanks to you for investing the time to share your wisdom with those who are seeking it. We think it’s so important for us to share stories with our neighbors, friends and community because knowledge multiples when we share with each other. Let’s jump in: What makes you lose track of time—and find yourself again?
Music, without a doubt. A single song can transport you back to a powerful memory, or give you the words you didn’t know you needed to make sense of what’s happening in your head or your heart. It’s emotional, grounding, and at the same time, completely freeing.
I can get totally lost in the process—whether I’m digging through vinyl crates trying to discover something new, picking up my guitar and strumming out whatever comes to mind, or just putting on headphones and letting a melody carry me away. That’s the beautiful thing about music: it doesn’t ask anything from you, but it gives so much in return. It resets me. It keeps me moving. And more often than not, it helps me find my way back to myself when life feels a little crazy.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Josh, and I’m the founder of JW Creates—a design studio built around three core services: cover art, logos, and websites. I work with a wide range of clients, including bands, musicians, podcasters, small businesses, and solo entrepreneurs, helping them craft visuals that tell their story and connect with their audience. As a musician myself, I’ve always had a deep appreciation for album artwork, and that passion naturally evolved into a career focused on design. Today, I use that same creative energy to bring the stories behind people’s music, brands, and businesses to life through thoughtful, eye-catching design.
I’m also the host of Judged by the Cover, a podcast where I’ve earned the nickname “the cover art guy.” Alongside my cohost Phil Hyland, we explore the intersection of cover art design and music discovery—breaking down iconic visuals, uncovering hidden gems, and hopefully inspiring others to take their artwork as seriously as their sound. Most recently, I’ve taken over leadership of Podnooga, a local podcast network focused on building community among Chattanooga-area podcasters, content creators, and the people who support them. My goal is to create a space where creators can connect, grow, and thrive—because great things happen when we stop working in silos and start building something together.
Okay, so here’s a deep one: What relationship most shaped how you see yourself?
Without question, my relationship with my wife, Genevieve. She’s the kind of person who doesn’t just cheer people on—she challenges them, believes in them deeply, and holds them to the potential she sees in them. She’s a pusher in the best possible way, and I’m the proof of that.
For most of my life, I’ve been interested in a lot of things. I’ve always had passions, but I struggled to see any of them as more than hobbies—nothing ever stuck long enough or felt clear enough to pursue seriously. Genevieve was relentless in helping me dig deeper. For nearly a decade, she kept encouraging me to think about what I really wanted, to imagine a future where my creativity could be more than just a side project. It took me about 10 years to finally look at her and say, “This is what I want to do.” And when I did, she didn’t hesitate—she went all in.
She doesn’t give out blind support or easy encouragement. When she believes in something—or someone—she’s vocal, passionate, and unwavering. That belief has come through in tough conversations, loud support, and even in the quiet risk she took by trusting me to start this thing I wanted to build. One of the most humbling things is knowing that her belief in me came at a cost. Supporting my dream has meant slowing down the growth of her own business—and she’s truly okay with that, because she sees value in helping this dream come to life.
The way she believes in me has helped me start to believe in myself. That has shaped not only how I work, but how I see who I am, and what I’m capable of becoming.
What fear has held you back the most in your life?
For most of my life, I’ve wrestled with the fear of failure and a strong tendency to be a people pleaser. I think that started early—being a middle child, experiencing my parents’ divorce at a young age, and just trying to navigate the general hardships of life. Somewhere along the way, I became the peacekeeper. The one who tried to hold things together, make sure everyone got along, and keep things moving forward. That role stuck with me, and I carried it into adulthood.
One of the side effects of that is how easy it is for me to cheer on other people—I’m naturally drawn to supporting others, championing their ideas, and helping them chase their dreams. But when it comes to my own work, especially my business or creative projects, I’ve often hesitated. I get in my head about it. I start questioning if I’m being too self-promotional or if people will even care. I’ve learned that staying quiet about the things you want to do might protect you from failure—but it also guarantees that no one will know, and therefore no one can support you either.
This fear has made running a business more difficult than it needs to be at times. But it’s also taught me a valuable lesson: that I can support others and show up for myself. My work as a designer is all about helping people tell their stories and solve real problems—whether it’s a musician trying to stand out in a crowded digital world or a small business looking to bring clarity and consistency to their brand. That mission hasn’t changed. I’m still championing others—but now I’m learning to do it without sidelining myself in the process.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What’s a belief you used to hold tightly but now think was naive or wrong?
I used to believe that work was just a means to an end. I grew up in a small-town, blue-collar world where that was the norm—you got a job, hopefully stuck with it long enough to retire, and lived for the weekends, evenings, and those two “earned” weeks of vacation each year. The goal was to save up, enjoy what you could, and hang on until retirement, hopefully with enough left over to stay afloat. If you wanted a better version of that, the answer was college—so you could land a higher-paying job and afford a few more toys or nicer trips. That mindset shaped how I viewed life: work hard now so you can enjoy life later.
But that belief started to unravel for me after the world reopened following the pandemic. My wife and I took a trip to Greece, and in that slow, sun-soaked rhythm of being fully present—when our only concern was when to turn over so we didn’t burn—I had a moment of clarity. Life isn’t meant to be something you race through just to get to the “fun parts.” That kind of joy shouldn’t be reserved for two weeks out of the year. The real freedom is learning how to live with intention every day—even in the small, quiet moments.
That shift in belief has given me permission to dream bigger. To pursue things that feel meaningful. And it’s changed how I approach my work, my relationships, and my community. I no longer see life as something to survive or escape from—it’s something to show up for, fully. The joy and meaning I once thought only existed on a beach in Greece can be found in the everyday, if I’m willing to slow down and pay attention.
Okay, we’ve made it essentially to the end. One last question before you go. What is the story you hope people tell about you when you’re gone?
I hope people remember me as someone who truly invested in people and community—someone who saw others for who they were, not just for what they could offer. In a culture that leans heavily toward individualism, I believe real connection is more important than ever. We were created to live in relationship, to be deeply known and to know others. It’s in those honest, sometimes messy relationships that we grow, gain perspective, and find a kind of joy that can’t be bought or manufactured.
Over the last year and a half, I’ve been intentional about stepping into new circles—through networking groups, community events, and simply meeting people where they are. I also make space for deep, personal relationships: weekly check-ins, monthly catch-ups, and friends who will drop everything just to talk life over coffee. Relationships like that take work, but they’re what matter most. If people say I showed up, saw them, and made space for real connection, that would mean everything.
Contact Info:
- Website: https://www.jwcreates.com
- Instagram: https://www.instagram.com/jdubcreates/
- Facebook: https://www.facebook.com/jdubcreates/
- Youtube: https://www.youtube.com/channel/UCYYcqoWCI3AzV5PoxiehR5w
Image Credits
Dewayne Kennemer Photography & Simply Emily Lifestyle
