"joel and Sovereign State changed my mind about the value of branding. As the lead developer of the Gladstone Hotel revitalization in Toronto, I resisted visual branding for a long time because the Gladstone Hotel's activities are so complex and multifaceted (the hotel contains restaurants, bars, hotel rooms and robust arts programming). We are and always have been protective of the brand’s authenticity and mission. Because The Gladstone Hotel enjoys a strong a niche in the community both locally and internationally, we didn't want to create something that felt inauthentic and static. Working with Sovereign State was so much more than a brand redesign experience. They were able to take my mission and values and turn them into an accessible brand tool for my staff and my clients that felt genuine. and ultimately felt like us."