That creative spirit has shaped both his career and the way he approaches the world. Alongside decades of experience helping organizations define who they are and where they want to go, Jon brings something equally valuable to Eli’s Place: curiosity, honesty about his own experiences, and a strong belief that meaningful change often begins with people willing to roll up their sleeves and do the work. As Eli’s Place moves closer to launch, Jon is particularly excited to contribute his experience in communications and brand strategy to help share the organization’s story and build credibility as the vision becomes reality.
A Creative Spirit at the Core
Long before he began working with global brands, Jon was drawn to creative expression. Whether playing drums in bands, experimenting with painting and sculpture, or writing stories, he spent much of his early life exploring different forms of storytelling. That curiosity eventually led him to earn a master’s degree in English from the University of Toronto. After graduation, he discovered the world of advertising and was immediately drawn to the way the field combined creativity with strategic thinking.
Over the next two decades, Jon built a successful career in advertising and brand strategy, working with major global brands including Nike, Honda, FedEx, Levi’s, and Budweiser. Today, he works at PwC, where he helps large organizations clarify their identity and direction through enterprise brand strategy. His work helps organizations understand not just how they present themselves, but how a clear sense of purpose can guide decisions at every level.
Seeking Work That Matters
After many years in agency work, Jon joined PwC with the goal of tackling larger, more complex challenges. One example was helping redesign the healthcare system structure for the province of Alberta, an experience that reinforced his interest in work that shapes systems rather than simply promoting products.
Around the same time, Jon began thinking more intentionally about how he could contribute outside of his professional life. Volunteering has always been important to him and his family, and joining a board felt like a natural next step.
But Jon wasn’t looking for a traditional board role.
“I didn’t want to sit around and pontificate,” he says. “I like to roll up my sleeves and actually do the work.”
That desire to contribute in a meaningful, hands-on way made Eli’s Place stand out.
Drawn to the Power of Building Something New
Jon first discovered Eli’s Place through a LinkedIn post while exploring opportunities to join a board. What stood out immediately was the organization’s stage of growth. Unlike large, established institutions, Eli’s Place is still in the process of becoming something tangible. For Jon, that entrepreneurial energy was part of the appeal.
“I love the startup energy of it,” he says. “You can actually see the impact of the work that you’re doing.”
As Eli’s Place moves closer to opening its doors, Jon is particularly excited about helping the organization share its story and build awareness in the communities it hopes to serve.
“These are moments that only happen once,” he says. “Opening the first property, building the program, seeing the vision come to life — it’s worth documenting.”
A Personal Connection to Mental Health
Jon’s interest in Eli’s Place is also rooted in personal experience.
His maternal grandmother lived with bipolar disorder at a time when mental health was poorly understood and rarely discussed. She died by suicide when Jon was young, an experience that left a lasting impact on his family.
Jon also speaks openly about his own mental health journey. He lives with chronic depression and believes strongly in the importance of conversation, treatment, and community support.
These experiences shaped his understanding of the complexity of mental health challenges and how critical it is to have access to the right kind of care. For Jon, Eli’s Place represents an important step toward filling a gap that exists within the current mental health system.
The therapeutic community model, inspired by Gould Farm, particularly resonates with him. The focus on nature, community, and meaningful daily structure aligns closely with what Jon has found helpful in his own life.
Looking Ahead
As Eli’s Place moves from vision to reality, Jon is excited to bring both his professional expertise and creative perspective to the journey. Whether helping shape communications, strengthen the organization’s voice, or connect Eli’s Place with new audiences and supporters, he hopes to play a role in helping the organization grow as it prepares to launch.
Most of all, he’s motivated by the chance to help build something meaningful from the ground up.
Jon often returns to a simple idea that has guided him throughout his life:
“Difficult is worth doing.”
For Jon, the most meaningful achievements often come from the hardest work. And helping build something like Eli’s Place, a place designed to support healing, growth, and recovery, is exactly the kind of challenge worth taking on.
Emma Little | Eli’s Place Peer Advisor
“I’ve chosen to volunteer with Eli’s Place because I wanted to ensure young people had a voice in the development of the program, and more importantly, I believe that Eli’s Place is going to transform the mental health system for young adults in Canada.”
Emma Little graduated with her Master of Social Work from the University of Southern California in 2022. Her focus was on Social Change and Innovation. She is working at the Children’s Aid Society of Toronto as an Organizational Development Specialist.
- Emma Little | Eli’s Place Peer Advisor
- Emma Little | Eli’s Place Peer Advisor
- Emma Little | Eli’s Place Peer Advisor
- Emma Little | Eli’s Place Peer Advisor
