Best of the Month: Rebrands, Timelines and Social Media Trends

Welcome to our “Best of” Series. As part of our commitment to trusting in collaboration, thinking forward and going for the extra-ordinary, we’re always circulating ideas, discussing the latest trends and experimenting with new tools and technologies. And now, we’d like to share the fun with you! Follow this series to stay up-to-date with the articles, design trends and UX discussions that we love … and you should know about.


Politics aside, there are some cool things happening on this site that could be inspirational for professional service sites, including an interactive timeline/history feature. On the detail pages of the site, pay attention to the left side; you’re first presented with a reading list that switches out to share buttons when you reach the bottom of the article.

An Awwwards Developer Winner, this is a beautifully designed site that leverages video and some very elegant transitions and animations.


Following the merger of Raytheon and Websense last spring and the acquisition of Softstone from Intel in October, a complete rebranding of the new multibillion-dollar organization was undertaken which will have significant impact on defining the cyber-security industry. Rebranded as Forcepoint, this process involved everything from naming to brand statements, visual systems, logo/wordmark, website, as well as much more. Incorporating the uniqueness of each organization into one coherent voice presents distinct and substantial challenges. Maintaining the histories of the unique entities while expressing the greater capabilities of the new organization were key goals to this undertaking.

Toronto Maple Leafs Brand Refresh
Toronto Maple Leafs Brand Refresh

The Toronto Maple Leafs have undergone a brand refresh with the adoption of a throwback logo and new uniforms for the team. This was a delicate undertaking as $168MM of the franchise’s value is attributable to its brand. Tied up in that are generations of touchy fans with significant emotional investment in the team and its logo. The team does not want to risk upsetting fans and, in turn, ticket sales, merchandise sales or TV viewership. For a team that is experiencing a 48-year championship drought (longest in NHL history), this logo clean-up from a championship era is an opportunity to give their fans something to cheer about.

Motion with Meanings: Semantic Animation in Interface Design
(A List Apart)

“Animation is fast becoming an essential part of interface design, and it’s easy to see why. It gives us a whole new dimension to play with – time. This creates opportunities to make our interfaces better at every level: it can make them easier to understand, more pleasant to use, and nicer to look at.” – Amin Al Hazwani, Tobias Bernard, A List

Leaner Responsive Images With Client Hints
(Smashing Magazine)

We are always looking for ways to improve the performance of our applications and to keep our code as clean as possible. This article talks about a few different ways to handle responsive images.

Your Network's Structure Matters More than Its Size

Marketers are well aware of the power of social media “influencers," but what allows an individual to become an influencer is perhaps less clear. The general hypothesis is that to become an influencer, an individual should find ways to garner a large quantity of followers on social media. But this Harvard Business Review piece, supported by research from Fractl, suggests that the spread of an opinion can be largely dependent on how the source of that opinion (an individual) structures their social network; strategically tying yourself to other individuals who are themselves connected to influencers across a number of verticals should be the priority, rather than increasing raw quantities of followers.

7 Social Media Psychology Studies That Will Make Your Marketing Smarter

This piece is equally intriguing for your personal social media life and your organization’s, supported by research in psychology. Though the article is a relatively quick read, we particularly liked the author’s suggestions of taking a break from self- or firm- promotion and joining relevant conversations, considering how to elicit an emotional response from your audience, and generally investing real time devoted to better understanding your audience.

Want to see more of the best? Explore the past posts we've had in the series to see what you may have missed.


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Jessica DeJong Creative Director

Jessica is One North’s Creative Director, collaborating with clients to deliver interactive solutions, including creative strategy, website design concepts and brand development. In addition to bringing an artsy edge to everything she makes at One North, she also specializes in procuring the best cat GIFs to spread around the office.

  • If I were a vegetable: I would be a bhut jolokia (ghost pepper) because it’s the closest vegetable I could find to HOT SAUCE.
  • Favorite color: Maize. 2nd favorite color: Blue.
Akhilesh Pant Strategist

At the time of publishing, Akhilesh was a Strategist at One North.

Dylan Salisbury Brand Strategist

At the time of publishing, Dylan was a Brand Strategist at One North. 

Kayla Silverstein

At the time of publishing, Kayla was a Marketing Coordinator at One North.

Michael O'Laughlin Director, QA & Managed Applications

As Director, QA & Managed Applications, Michael is responsible for delivering One North digital experiences to clients and creating both web applications and custom data integration solutions. Michael’s favorite Chicago spot is the United Center, watching the Hawks in the playoffs.

  • Favorite movie quote: “Great moments...are born from great opportunity. And that's what you have here tonight, boys. That's what you've earned here tonight. One game. If we played 'em ten times, they might win nine. But not this game; not tonight.” - Miracle
  • What you wanted to be when you were little: A firefighter

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