Our work in what we call “Digital” has come after some thought and experience with the web. Here we discuss our definitions, assumptions and methods of inquiry.

We define “the web” as a light extension of the physical, up-close-and-personal, non-web-world (NWW). This definition comes with a few assumptions:

  1. People’s identities are fluid, ever-changing, and dependant on context.
  2. Engagement between people online is not the same as in the NWW.
  3. The web can offer identities that could change the state of affairs in the NWW.

With these definitions and assumptions, Lateral Labs constantly inquires “what does it mean to exist online”?

If existence in the NWW implies a broader engagement between people, yet the web can offer people with the capability to adopt new identities, then how broad does engagement on the web get?

Our work is focussed on our clients first, because we learn new ways to exist on the web with them. From owned websites, to syndicated social media, to automated systems, we explore as wide an interaction spectrum as possible.

Therefore, working with the web should be constant, iterative, exploratory. We find this motive to be most represented by the lingering adjective “Digital”, rather than the dormant noun “Web”, and have therefore adopted “Digital” as a noun and adjective altogether.