Made in Toronto - Joel shares his philosophy behind staying small & strategic
Welcome to Made in Toronto, the series where we dive into the stories of Toronto’s most innovative design agency founders! This time, we're thrilled to chat with Joel Gregorio, the visionary behind Sovereign State and State Goods. Joel is more than just a creative director; he blends design strategy, business savvy, and hospitality to keep his studio thriving and his clients loyal.
In this conversation, Joel shares his journey—from working on major editorial projects to launching his own design studio. He opens up about the key decisions, challenges, and collaborations that shaped his career, alongside his unique approach to design and business, which focuses on integrity, strategy, and long-term relationships. Let’s dive into his story!
The Story of Joel’s Design Journey
Joel's design journey kicked off right after school, working with Toronto’s editorial legend James Ireland on several notable magazine projects. This experience refined his skills in typography, composition, and spatial design. Later, he was headhunted by a larger multi-disciplinary agency, where he worked on big brand campaigns for global brands. After the dot-com crash, Joel co-founded a brand marketing studio and took on live events worldwide. Eventually, Joel faced a pivotal choice: join another agency or start his own business. He decided to take a leap of faith, bought a small building, and launched his studio.
Image of the artist and creator of Sovereign State & sister brand - State Goods
Initial Challenges
Yatri: How did you differentiate your agency?
Joel: My branding approach is systematic and holistic. I focused on building relationships and working with good people, which eventually led to referrals. Initially, it was just me, but I kept expenses low and focused on scaling smartly. Our design isn’t just about aesthetics; it’s about creating a living system that aligns with the brand’s core values and purpose. Clients appreciate that we focus on strategy first, which sets us apart.
Yatri: What kind of marketing has worked for you?
Joel: When I started, I wasn’t savvy in marketing. It was all about word-of-mouth and connections. Clients would refer me to others after working together, and that organic growth helped build a solid reputation without cold selling. It’s been a network-driven approach.
Yatri: Do you have a niche?
Joel: We’re industry agnostic. My curiosity about a wide range of topics allows me to work on diverse projects, which fosters creativity and innovation. What I learn in one sector often translates to another, making it an enriching experience.
Yatri: Did you have any guidance for the legal and operational side of the business?
Joel: No, I learned everything the hard way. Entrepreneurship demands you to wear many hats, and it’s a challenge to balance everything while staying focused on what you do best. It can be a lonely journey, but that’s part of the process.
State Goods print
Growing and Managing
Yatri: How is your hiring process?
Joel: We’ve grown gradually and sustainably. The team is still small, which I prefer because I love the close-knit collaboration. I hire slowly, looking for people with intense curiosity not just about design but about culture and people. A great designer is someone who can think conceptually and communicate their ideas. The team needs to be a mix of givers, listeners, and dreamers who can get things done.
Yatri: How do you handle difficult clients?
Joel: Our process starts with brand strategy, where we work closely with founders to understand their brand’s core. Once we have that in place, design becomes a conversation based on strategy, not subjective opinions. This approach minimizes difficult feedback and ensures our work aligns with the brand’s DNA.
Yatri: How important is your online presence?
Joel: Our online presence is important, but we rely more on referrals and repeat clients. Our website and Instagram could definitely be more active, but we’ve built our business mostly on word-of-mouth. As much as I wish we had more time to focus on our online presence, we’re currently at capacity with projects.
Yatri: What’s one piece of advice you’d give to your past self?
Joel: I wouldn’t change anything. The mistakes I made early on became the lessons that shaped who I am today. Leadership can be lonely, but the experiences you gain from it are invaluable. If I knew then what I know now, I might have missed out on learning some of those hard lessons.
SovereignState Website
Advice for Design Entrepreneurs
If you're diving into branding and design, make sure your offering stands out. Find your unique angle and protect it. As Rick Rubin says, “The quest is not to be the best. The quest is to be the one and only.”
Takeaways:
Great design isn’t just visually appealing — it has a deeper purpose and fits within a larger strategy.
Skip the flashy ads — do the hard work, and let your results speak for themselves.
Grow your team slowly and thoughtfully — nurture it like a garden, not a factory.
Embrace the “Oops” moments — the best lessons often come from the mistakes we make.
Joel’s story shows that building a successful design agency is a blend of patience, integrity, and strategy. His approach to business and design proves that with the right values and a little bit of grit, success will follow.
Follow/Connect with Joel:
Website: https://www.sovereignstate.ca/
