CHAMPING AT THE BIT - McCullough Creative

Whether he’s participating in a family dance contest or designing a house, Joe Oswald has never been one to back down from a challenge. As the new Director of Displays and Exhibits, he’s eager to hit the ground running and make his mark.

Joe will be taking over for Bob Neumann, who will soon retire after nearly 30 years at McCullough Creative. With a diverse skill set and unparalleled passion, there’s little doubt Joe is up to the task. Content Strategist Jeff Montgomery sat down with the new hire to talk about his background, his philosophy, and what led him to McCullough.

JEFF: Thanks for taking the time, Joe. We’re really excited to have you aboard. Let’s start with the basics. What will your role look like here at McCullough?

JOE: My title is Director of Displays and Exhibits. Right now, I’m working closely with the team to learn the ropes—diving into the type of work we take on and what goes into it. I am working particularly closely with Bob, who has been getting me up to speed on projects and sharing a lot of the wisdom and knowledge he accumulated during his years here. Over time, I’ll begin managing projects myself and taking the lead on new business development. That includes working with museums, nature centers, and branded corporate environments to develop relationships and help bring exciting new projects to life.

And from the client perspective—what kind of partner can they expect you to be?

My goal is to really understand their vision and help bring it to life. Sometimes that means helping them dream big. Other times, it’s about finding the balance between vision and budget. Either way, I want to make the process as smooth and collaborative as possible. Clear communication and consistent follow-through are huge. I want every client to know they're a priority, whether it’s a small prairie display or a major museum exhibit.

“Working at McCullough has provided me opportunities that I never imagined—I’ve been lucky to partner with great clients, and together we’ve done some amazing projects. From the first time I met Joe, I felt comfortable with him and knew that he was the one to take over when I retire. He’s eager and excited to make an impact and will continue to provide the best we can offer.”

– Bob Neumann, Director of Displays, Exhibits, & Events

Let’s back up a bit. What path led you here?

My background’s a little unconventional for this field. I have a degree in Architectural Engineering and Construction Management from the Milwaukee School of Engineering. After college, I worked for Conlon Construction, managing retail renovation projects for companies like Target. From there, I joined Andersen Corporation and eventually became a design engineer and team lead. Along the way, I built a wealth of skills in project and people management—working on everything from onboarding teams to improving quality standards.

That’s quite the path. What made you want to take this new direction?

The more I learned about McCullough, the more excited I became. I take my kids to museums all the time. I grew up going to nature centers and museums with my mom, who was a teacher for over 40 years. That love of learning stuck with me. So the idea of creating spaces that educate and inspire—not just for my kids, but for future generations—that really resonated with me.

That family influence seems like a major theme in your story.

For sure. My mom taught me the value of curiosity and education. My dad taught me about hard work and generosity. He’s one of the most positive, selfless people I know. He spent his career in sales but also volunteered extensively—serving on nonprofit boards and playing music at local care centers even after retirement. I try to bring that same energy to my work and my relationships.

You also run a woodworking business on the side, right?

It started during COVID. I did whatever jobs I could get—decks, remodels, furniture builds. Eventually, it morphed into custom woodworking. I love taking a space or a vision and bringing it to life with my hands. That experience has helped me appreciate both the creative and practical sides of design.

Are there any particular projects that have really got you excited?

The biggest project to date is a house that I’m designing for a client in Dubuque. It’s up on Mount Carmel Bluff, so it’s a very interesting location—and we’re going to be blending structural steel with a mid-century modern design style, which will give the home a unique look. To be able to take the client’s vision, put your influence on it, and bring their idea to life is really fun and rewarding. I’m looking forward to breaking ground here.

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You’ve mentioned your kids a few times. Tell me more about that side of your life.

At the core, I’m a family man. I’ve been with my wife since high school—married six years now. We have two daughters, and everything I do is for them. We’re always outside, hiking, playing, working on house projects. My oldest just turned three, and she’s obsessed with Frozen. She got a karaoke mic for her birthday and performs concerts on our ottoman. We have dance parties in the living room on a regular basis.

So it’s safe to say you’ve found your rhythm as a girl dad?

Absolutely. And it’s made me look at this work differently too. We’re members at the River Museum, and every time we go, the girls discover something new. When I see that excitement on their faces, it makes me proud to think that someday I might be able to say, “Daddy helped build that.” To do that kind of work—right here in our community—that’s special.

You’re a few weeks in now. Any early impressions about McCullough?

It’s clear this place is built on values. It’s a family company, and you feel that right away. Many people have been here for decades—that says something. And there’s a shared commitment to doing work that matters. I’m excited to be part of that. I’m excited to grow here.