A letter to the late Ted Rogers.

He-ya Ted

We never got the chance to meet, but want to say thanks. Today was my last day as Creative Director. For the past five and a half years, Rogers has been my second home, and the people here have been my second family.

A rollercoaster ride from day one – rebranding media properties, then The Shopping Channel, launching the NHL and RGCL, building the strategy for Sharespace and then helping drive the Rogers rebrand. It’s been a busy (but transformative) five years.

Oh, and you gotta see the new space! The last CEO blew the sucker up! No really, we ripped down all the walls and created a workplace community. It’s actually the largest office transformation in Canadian history…. And they let me do all the environmental graphics… so you know it looks great 😉

The employees here are super collaborative in this new space. Joe, the new CEO is embracing people and tech – two things I know you were keen on. His energy permeates the environment and is amplifying the culture to the 26,000 employees.

But don’t worry, we haven’t forgotten you. In fact, I supported the teams to brand your legacy onto a bunch of stuff; a 1,500 seat cafeteria themed around you and your families milestones, an internal awards program recognizing top employees, a scholarship fund to help young students succeed, and I even got to name the brand typeface we created after you ‘Ted’. Now your name is subtly infused into the words of every piece of branding, advertising and spatial design that bears the Rogers name (yeah – you’re welcome).

As for me – I’m excited! I’ve learned and grown from so many smart, talented, giving people at Rogers. I’ll miss them more than anything, but I know we’ll cross paths again. I’m getting fired up and can’t wait to share my next move with everyone… to steal a line from you “The best is yet to come”.

Thanks – kj



Hey, I’m Keith, a Chief Creative Officer, TEDx speaker, and co-founder of a charity called Brandvan. After two decades of building some of Canada’s biggest brands, I started & Good Company, an idea design consultancy that helps people and the planet. I live with my amazing partner Vickie and our two sons in a century-old octagon house on a farm in Niagara. 

In the past, I’ve helped Rogers with a $35M rebrand; supported the NHL with a $6B / 12-year broadcast deal; launched professional sports teams like the Toronto Football Club; and designed the interior graphics and way-finding for 3M square feet of office space — the largest office transformation program in Canadian history.

To learn more about how brand and innovation design can help your organization, email me at keithjones@andgoodcompany.ca