Principal & Creative Director at Sovereign State
Instigator, and connector with senior expertise in designing and developing brands that live, expand and flourish.
Joel’s current position as Founder and Creative Director at Sovereign State sees strategic and brand design deployment for: Music & Arts, Education, Health, Hospitality and Start-ups. Sovereign State builds Living Brands that are relevant and resilient by continuously engaging with cultural, local and global inputs.
Joel enables brands to be adaptable in an ever evolving hyper-competitive landscape.
Before founding Sovereign State, Joel was the design director and a founding partner at Lift, developing visual stories and systems for some of the largest brands in Canada and working with a wide range of clients from cultural funding organizations to multinational financial brands.
Joel is also the founder of State Goods, a sister brand to Sovereign State. A art/design print based brand that collaborates with local and global artists to create unique nostalgia and location themed prints. State Goods is currently represented in retail nationally with the Art Gallery of Ontario being it’s largest reseller.
As part of fostering Toronto’s thriving entrepreneurial community, Joel is a Design / Brand consultant in residence at Ryerson’s Zone Learning, advising and mentoring student teams in developing brand strategies and visual communications for their startups.