Atlanta, October 11th, 2023

One North is a full-service digital agency helping businesses solve complex problems in creative ways. They stitch together a deep level of expertise across disciplines so that they can do the work of multiple teams. The agency delivers the human element to digital, with capabilities in brand and communications, digital experience, technology and infrastructure, and optimization and insights.

Jessica DeJong is the Managing Director of Design at One North, based in Atlanta. In an interview with TIA, she described what drove her to a career in design and her main area of focus currently at the agency. DeJong also highlighted the role of artificial intelligence in design and listed the ingredients for designing innovative user experiences.

Let’s start by delving into Atlanta. As a local, what do you believe is the most captivating aspect of this vibrant city?

I am still discovering Atlanta! We moved here about two years ago so I’m not sure I’d consider myself a local quite yet. I love walking along the Beltline and seeing all the street art. It reminds me of the vibrancy and diversity that is so special to this city.

Can you share with us a bit about your background and what led you to pursue a career in design?

I have a bit of an unusual career path. I majored in graphic design at the University of Michigan’s School of Art & Design, but entered the workforce during a time in Michigan (where I lived at the time) when design jobs were hard to come by due to the economic downturn. So, I worked for several years in real estate sales and new construction design. Once I moved to Chicago, I got back into professional design and eventually went back to school to get a Masters degree in Human-Computer Interaction from DePaul. When I was applying to the job at One North—they told me they really needed someone who could both do the design work but also sell it to clients. So—my background in real estate sales was an asset! And I’d been worried for years that I was “behind” because I didn’t get a design job straight out of undergrad.

Where do you spend most of your time, and what does a typical day entail?

I work out of my home in Atlanta since our HQ is in Chicago, but I travel up to Chicago frequently to spend time with the team.

What are your main focuses at the moment?

We are focusing a lot on design system work, motion work, and event branding and design. Of course our background is in amazing web and interactive work, which we still do a lot of. But it’s been great to expand the team and expand our capabilities the last few years to serve our clients in new and exciting ways.

One North claims to have a passion for problem solving. Please tell us more about this. Explain how your team arrives to particularly challenging solutions across cross-functional teams.

Early on, I love to bring as many people to the table as possible. The value of many perspectives and unique experiences is invaluable to the early ideation phase, and then you can begin to refine and iterate from there towards the solution.

How do you see the use of emerging technologies that leverage artificial intelligence affecting your future design strategies and workstreams?

I am excited by the prospect of leveraging AI to help speed up early ideation and increase the volume of initial ideas, but I still think there is a critical role for humans to play in the curation and refinement of those ideas. I see AI as yet another tool for us to use, like Figma or AfterEffects or Webflow.

You were honored in Built In Chicago’s 100 Best Midsize Places to Work awards for 2023. In your opinion, how can leadership create and then cultivate an inclusive and stimulating workplace?

Leadership absolutely sets the tone for the team and the agency. I have spoken about the importance of creating psychological safety for my team, so they feel empowered to try new things and take creative risks—even if it results in failure sometimes. I’m also a firm believer that “psychological safety” does not equal a lack of accountability or a lowering of our standards.

You have worked with some great brands over the years. In your opinion, what ingredients are key to designing innovative user experiences?

I believe the key to designing innovative user experiences is balancing quantitative inputs with qualitative ones, and then ultimately letting your creative instincts guide you the rest of the way. If you rely too heavily on data and research for creative projects, then you’ll always arrive at tried-and-true solutions and never innovate or take risks. On the flip side, if you never look at data or research, you won’t know if your designs are effective solutions. A designer’s job is to balance all these inputs, do a gut check, and put forth the best design solution.

What recommendations would you give to clients to help streamline the process between their vision and your process?

The healthier the partnership with the client, the better the output. Our clients are experts in their business, but they hire us because we are experts in design, strategy, and technology. And because we can offer a unique, outsider perspective. So when we can each lean into our areas of expertise and trust the other side, that’s when we all do our best work.

Can you discuss the relationship between art and design in your work?

I am often inspired by art, but also recognize that the purpose and parameters around design are very different. I like the John Maeda quote: “Design is a solution to a problem. Art is a question to a problem.” All of the designers at One North do both (art & design), and we share our personal artistic pursuits in our weekly team meetings. One of our designers makes beautiful ceramics, another makes intricate paper cutouts, and another just started experimenting with cyanotypes. Even people who design full-time need an outlet for pure artistic expression.

Describe the integration of data analytics into your agency’s decision-making process and its role in crafting effective strategies.

We have a phenomenal data strategy team that works with many of our clients on a variety of engagements. As it relates to design, we always consider data inputs but also need to balance those insights with our own creative instincts. Successfully incorporating quantitative data into qualitative work like design is an art, not a science.

What is the best insight you can give to young creatives aspiring to move into a career in this industry?

Stay flexible; the industry is going to change at increasingly rapid rates. Commit time every week to continually learning, even if it is just 15 or 30 min. That time adds up and will keep you relevant.

Are there any hobbies or activities outside of design that you enjoy and find inspiration from?

I have three kids from ages 1 to 7 years old, so almost any free time I have is spent with them. Outside of that, we recently bought our first home and I am really enjoying learning how to garden. I am amazed when a flower I planted actually grows and blooms, and it’s such a great metaphor for leadership. Everyone needs a particular balance of resources and the right environment to flourish.

Is there a particular global cause that you are truly passionate about, and can you shed light on the underlying reasons for your deep concern?

I am passionate about elevating more women into leadership roles. I am so proud that One North’s management team is more than 50% women, but I know there is still a lot more work to be done to get more representation at all levels of our business.

Please share a fun-fact that not many people know about you.

I have always been a runner and was a varsity letterwinner for the track and cross-country teams at the University of Michigan. Go blue!

Thanks Jessica!

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