Sphere represents the reinvention of AOL News as a source of original content from some of the world's most respected journalists. The rapid growth of web technologies and services is creating a mass of news aggregator sites resulting in the fast commodization on online news. To elevate above this commodity status, Sphere offers completely original stories from well known journalists around the world. The design reflects this difference with a dynamic, scannable layout that both respects user's time and attention while seperating itself from the standard blog layout.