Mission

Never Was Average is a community-based creative company specializing
in the creation, design and production of an inclusive culture across industries. 

We collaborate with a diverse network of strategists, creative directors, designers, artists and producers, with the intention to reshape the culture and strengthen ties between communities. 

OUR TIMELINE

Over the years, we have leveraged our creative expertise and inclusive practices to help organizations across industries foster a culture where accessibility, belonging and representation are achievable for diverse communities.

    • Partnership with Fondation Dynastie and the Canadian Media Fund to foster accessibility, a sense of community and self-development for black creators in the Canadian film industry.

    • Partnership with Six Cinquième and the City of Montreal's Design Office and Quebec’s Ministry of Culture and Communications to develop a guide to improve inclusivity, equity, and diversity in the design industry.

  • Partnership with Mercedes-Benz Canada to promote the accessibility of diverse attendees during the F1 Grand Prix special event, featuring Lewis Hamilton.

  • Partnership with C2 Montreal to facilitate the inclusion of diverse attendees in the 11th edition of the conference, featuring Jay Shetty.

    • Recipient of Nos indispensables de la bienveillance (Audience Award – Goodwill Award).

    • Recognized as a “leader in Montreal’s BIPOC community” by The Globe and Mail.

    • Four-year partnership with the Round Table on Black History Month to conceptualize and bring to life a community conference celebrating Black History Month. 

    • Induction of co-founders Harry and Joanna in Golden Book of the City of Montreal.

  • Three-year partnership with Montréal Pride to create an inclusive festival experience for Black audiences.

  • Four-year partnership with the Montreal Museum of Fine Arts to foster a sense of belonging, representation and accessibility in the art world.

  • Four-year partnership and ambassadorship with lululemon to promote accessibility within the wellness and fitness industry.

OUR FOUNDERS’ STORY

Their journey began in 2013 when Harry Julmice and Joanna Chevalier faced discrimination and microaggressions amongst other systemic barriers within the fashion industry, which led to a feeling of alienation. Paired with the lack of representation and access to resources and support, this amplified the feeling of exclusion.

After closing their menswear boutique, Harry Julmice and JoannaChevalier established NWA with the intention of using creativity as an instrument to reshape culture and community.

  • Harry Julmice is the CEO, producer, community engineer, and facilitator at Never Was Average, where he has built a distinguished career over the past 10 years in the creative industry. He specializes in strategy, production, and monetization, with a particular focus on the arts, DEI, and community-building, as well as developing meaningful partnerships. 

    Harry's expertise lies in driving innovative solutions that champion inclusive practices across creative industries, production and sector development. He has successfully led projects and initiatives that integrate inclusivity into every aspect of the creative process, ensuring that diverse communities are both empowered and engaged while achieving a wide range of business goals with social impact. 

    Previously, Harry owned a menswear boutique and social media agency, where he refined his ability to foresee cultural trends and behaviours, and launched numerous creative ventures. His leadership has been instrumental in securing long-term, high-impact partnerships, including a four-year ambassadorship with lululemon, a three-year collaboration with the Montreal Museum of Fine Arts, and a partnership with the Canadian National Railway.

    A graduate of the business mentorship program led by American Express Canada and powered by DMZ, and winner of the #StandWithOwners by Telus Business, Harry is passionate about culture and community. His contributions have earned him several prestigious accolades, including the Nos indispensables de la bienveillance (Audience Award – Goodwill Award) and induction into the Golden Book of the City of Montreal. He was also named a Laureate for Black History Month (2020), which recognized his contributions to the local community.

    Recognized as a “leader in Montreal’s BIPOC community” by The Globe and Mail, Harry is a sought-after speaker and thought leader. He has shared his insights at events like Creative Mornings, the Canadian Olympic Games (2021), and Formation Infopresse, inspiring others to push the boundaries of creativity while fostering inclusivity.

    In addition to his work at Never Was Average, Harry actively contributes to the creative industry as a mentor at Le Marathon Créatif, where he guides youth from under-resourced communities who aspire to build careers in the creative field.  He is also a member of the jury for XP Land with Liberty & Co in New York.

  • Joanna Chevalier brings over 15 years of experience in the creative industry, blending expertise in fashion, art direction, experience design, and holistic creativity. As the Creative Director and Facilitator at Never Was Average, she specializes in creating inclusive, mindful experiences that merge art, wellness and community with intention and impact. 

    Her career began in the fashion industry as a pop-up shop curator, event organizer, and boutique owner, where she mastered the art of conceptualization, ideation, and curation. Today, Joanna focuses on designing transformative experiences that invite self-reflection and foster deeper connections within communities.

    A lifelong learner with an insatiable curiosity, Joanna has studied Fashion Marketing, earned a certification in Business Start-Up and Creativity & Innovation at the University of Montreal, and completed extensive training in Relational Mindfulness Facilitation, and Trauma-Informed Practices. 


    Joanna has earned significant recognition for her work, which includes being named a Laureate for Black History Month, winning the Fashion Marketing award at the Mode Académie competition , receiving the honor of an induction into the Golden Book of the City of Montreal, and being nominated for the Montreal International Documentary Festival’s (RIDM) Prix de la Soirée de la relève Radio-Canada. Her expertise has led her to collaborate with respected organizations and venues like Musée des beaux-arts de Montréal, Momenta Biennale, the McCord Stewart Museum, Fonderie Darling, and the National Film Board of Canada.


    Beyond her creative work, Joanna serves as General Director at the Le Marathon Créatif, where she leads mentorship programs for youth from under-resourced communities. Her work extends to being  a Mindfulness Facilitator and Community Care Practitioner at the Black Healing Centre, advocating for a holistic, preventive approach to mental health. Joanna is also a committee member for the prestigious Canadian Arts & Fashion Awards (CAFA), and as well previously worked as a creative consultant for the Maison culturelle et communautaire de Montréal-Nord.