What does nature teach us about technology?

What does nature teach us about technology?

“Look into nature and you will understand everything better.” Albert Einstein said, and I often reflect on the quote when I don’t understand something.


Most days, I’m grappling to understand a way in which I can relate my love of nature and the fast-paced technologically driven world that we live in. It can be hard to see any connections, but essentially, we’ve built technology to reflect the nature around us, so when you look hard enough similarities arise.

For instance, nature has this incredible way of adapting to nearly every change that’s thrown at it. Recently, I was reminded of nature’s adaptability when I attended a presentation by A & G Outfitters on Scranton’s Lackawanna River. A key part of the presentation was that despite the city’s industrial history and city surroundings, the fishing is more than exceptional. In fact, despite the insane amount of crap(pun intended), that’s passed through the river, parts are currently labeled as Class A waters, which means there are sustained wild populations of trout (bear in mind that they are suggested catch and release. Eating these fish are not recommended by any means).

By now you’re thinking: neat history and ecology lesson, but what does this have to do with technology?

man fly fishing

Answer: everything has to do with everything.

The digital universe is in its own way, an ever-changing river. The internet is rough and turbulent like the waters of the Lackawanna River, and over the years there’s been plenty of garbage poured into the web universe. The world of the internet is confusing, can be hard to follow, and may be hard to stay optimistic.

There is hope though.

New technology is being invented, and designers and programmers everywhere are constantly looking for new ways to make the internet a friendlier, and safer place. Just take a peek at TedTalks and click the”Technology” drop down. You’ll soon find yourself up to your neck in good vibes, and optimistic outlooks.  To go even more in-depth, there’s a whole interwoven network of social media and the people who inhabit these spaces, all working to create a friendlier environment online.


We need to learn to adapt or have someone along the ride who can take you through those ups and downs. People are connected to the internet, like a fisherman to his home waters. They act as an intermediary to help us understand and appreciate the complexity of the emerging universe of possibility that lies central to the internet. Everyone needs the occasional guide to tell them where to cast their lines.


Here at Posture, we have the ability to help you through the complex digital world. We offer a variety of services like custom websites and web strategies that can help you or your company navigate the stormy weathers of the interweb. Check us out and we’ll drop you a line to help you get some nibbles. 😉




Brain Picking: What’s Inspiring the Posture Crew in October?

As a chill comes blowing in the door, and our Posture orange begins to look a little more decorative, we’re getting pumped for the Halloween season with some inspiration from far away places. Give a little look-see, maybe something will catch your eye.




Photo courtesy of A-Way-To-Go

Posture’s Favorite Trippy Virtual Reality Experience: A Way to Go
 Here Online(best-accessed from a computer)

A Way to Go is a walk in the woods. It is an astonishing interactive experience, a restless panorama, a mixture of hand-made animation, 360˚ video capture, music and dreaming and code; but mostly it is a walk in the woods, c’mon. Created by Vincent Morisset, Philippe Lambert, Édouard Lanctôt-Benoit & Caroline Robert (AATOAA). Produced by the NFB & France TV.



alkaline trio is this thing cursed album cover

Doug’s Album: Alkaline Trio’s “Is This Thing Cursed?”
Here on Spotify

The new alkaline trio album may be one of their strongest releases in about 10 years, I’m loving it so much. They have spooky lyrics so that counts right?



The Greatest Showman

Photo Courtesy of TSG Entertainment

Joey’s Movie: The Greatest Showman
 Find it on Amazon

A fantastical retelling of P.T. Barnum’s story from rags to riches. The musical adaptation creates a wonderful world of carnival inspired songs with a heartfelt message.



shape of water movie cover
Photo Courtesy of TSG Entertainment

Kat’s Movie: The Shape of Water

 Here on Amazon

This week I’m inspired by “The Shape of Water”  I just saw that movie this weekend and there are just so many things that are hauntingly beautiful about it. The grimy scenes set in 1950’s Baltimore along with the vintage music compliment each other perfectly. Parts of it are actually very reminiscent of the Bioshock games. Also, it IS described as part love story, part monster movie so……kinda on Halloween theme there?



Zach’s TV Show: Castle Rock
 Here on Hulu

Castle Rock is an odd TV Show on Hulu about a small town that is supposedly haunted. The series is actually based on several of Stephen King’s novels like ‘Kujo,” and ‘The Body,’ more aptly know by its film adaptation: ‘Stand By Me.’ The town’s inhabitants struggle with their history and a boy who appears out of the jail’s basement. Through a series of mind-boggling time jumps and odd bits of storytelling, you’re left with a mystery to solve. 


Want to learn more about Posture Team? Check out our About Us page.


Why do people work together?

In sophomore year of college, I needed an internship and my advisor had just the place: Posture Interactive. They were this hip place downtown that did graphic design, web design, and “interactive things,” whatever that meant. So we got in touch, and I went downtown a week later for an interview. I had no idea what to expect, I was young, still believed that the path of a graphic designer was a fairly straightforward one. I got all dressed up in a pair of shined loafers, and an oxford button up, and headed downtown. I was greeted by a grungy looking, 30 something with a snapback hat, offered a beer or coffee and plopped in a colorful conference room. If I wasn’t nervous enough, the variety of people I met in the next half-hour was enough to muddle my image of a modern workplace and give me butterflies in my stomach.

I was greeted by a grungy looking, 30 something with a snapback hat, offered a beer or coffee and plopped in a colorful conference room.

Over the next few months, I got to work with almost everyone in the office, and it changed my perspective of a creative workplace. I had a preconceived notion that everyone had to be similar to work together, but that was completely shattered. Even now years later as a team member, I still don’t completely understand how so many people work together so well.

I had a preconceived notion that everyone had to be similar to work together, but that was completely shattered.

Posture Interactive is a multifaceted and talented group of individuals, striving together towards highly creative and quality solutions to a variety of problems that are handed to them daily. You have designers, developers, partners, and all the skills people don’t even get put in their job description. The skills are completely varied, not a single person in this office has the same schedule, skill set, or life outlook. Among so many people there are miscommunications, loud discussions, and plenty of awkward moments, so one has to ask themselves sometimes why people work together? The answer: They care about what they do.

As I’ve started working with everyone in the office regularly and talking with them about their projects you start to learn a little about why the company works. Most recently, I worked on a writing a case study for a complex solution to a problem the team solved some months ago. It’s funny hearing what they have to say about it, watching their faces change, and how they talk about what they do. There are slight smirks, daydream glances, and run on sentences that expand into nothing except a faint smile. People often hide how much they care about what they do. It’s hard to really show people what you really care about but. You can’t hide it when you talk about it. Even if it’s small, there’s a bit of spark that shows through.

There are slight smirks, daydream glances, and run on sentences that expand into nothing except a faint smile. People often hide how much they care about what they do.


I believe it’s hard to care about something, because of all the obstacles that lay ahead when you set out to achieve a goal. There’s your own creativity to overcome: to just come up with some type of solution, that fits the needs of the project and does so in a beautiful way. When you care about something, the obstacles feel too personal, so it becomes easy to disassociate yourself from the project, make it something separate from your identity. You really can’t do it completely though. When you finish something, there will always be a part of yourself in that project, that logo, or that solution that you will be proud of. When you pass a logo on the street that you did, you’ll smile, if not only internally. You can’t deny yourself that satisfaction, just like you can’t deny yourself the defeating roadblocks that come with caring about something.

The same driving factor behind building a bridge to connect foreign cities drives a team of multifaceted individuals to become a team.

So the question still begs to be answered: what makes people work together? Is it the free coffee (or beer) they get at work, or that social interaction between coworkers. I think those are important, but they don’t satisfy the question. People work together for something because they care about it. The same driving factor behind building a bridge to connect foreign cities drives a team of multifaceted individuals to become a team. Through all the miscommunications there’s a drive to make something greater than themselves: a solution, big or small for the world (or a client).

SEO: The Internet’s Dewey Decimal System

SEO: The Internet’s Dewey Decimal System


Posture Interactive SEO library
In the Google-plex universe of the internet terms like SEO, API, and algorithm are thrown around, but what does it all mean and why is that important to you as a customer?

Internet jargon is all the rage nowadays, but it’s shrouded in mysterious overtones. In the Google-plex universe of the internet terms like SEO, API, and algorithm are thrown around, but what does it all mean and why is that important to you as a customer? First, it should be noted what SEO stands for: Search Engine Optimization.Put simply: SEO is  the underlying system that helps search engines create relevant results on websites like Google.com. Even that sounds vague and very intangible, though. It becomes a lot easier to understand when you think about it in terms of physical objects.

So let’s imagine the whole internet is in a library, and all the books within the library are the websites that inhabit them. These books have images, text, and tons of info within them that are managed by the Dewey Decimal System. When you look for a book at a library, the librarian can look up the book on their computer or uses the Dewey Decimal System, which is a system created to organize books by their subject. When it comes to the internet,  you have Search Engines like Google or Bing instead of a librarian. Rather than using numbers to find your website, like the Dewey Decimal System, these search engines use metadata. Metadata is the information that defines what kind of topics are within websites. Meta is a Greek derived term meaning “beside” or “alongside.” So its all the data that naturally appears alongside a website as its developed that gives it content

All of this content has to be logged and indexed in search engines like a book would if it were to show up in the dewey decimal system.

…its all the data that naturally appears alongside a website as its developed that gives it content

Best practices these days consist of someone combing through and editing the metadata to correctly inform the Search Engines what all the content is, or the search engine will define it however it sees fit (or sometimes not a all). So it’s important to have someone go through and make sure the content throughout the website is correctly formatted to communicate with the Search Engine effectively to show relevant results for the customer.

You might be thinking: why do I need someone else to do that for me? First, you might need to edit direct HTML in the websites code. It’s not impossible, but can sometimes be risky, frustrating, and time consuming. Someone who is intimately involved with websites can do this more quickly and efficiently. Secondly, there are ethical guidelines for the internet’s metadata. Back when Google started out, you could simply trick the search engine into  bringing your results up first by jamming a bunch of keywords into your metadata (known now as black hat SEO and VERY much frowned upon). This meant your end user might get unrelated results because someone packed their website with poor quality metadata.

Google is a little bit more complicated now, and uses an algorithm that actually tries to get around these SEO tricks that manipulate the search engines. Google actually encourages people to report improper use of SEO, so its important to keep your metadata ethical and full of truthful and quality information.

Have any questions or need help with your SEO, drop us a line: Contact Posture

Brain Picking: What’s Inspiring the Posture Crew in August?

Throughout the week things get hectic. There are plenty of deadlines to meet and new projects to start. Keeping ourselves creatively fueled is one of the hardest, and most important aspects of any job in the creative industry. Work pulls from your creative inkwell, and you have to make sure to keep it filled. Let’s take a look at what Posture’s team has been using to keep themselves inspired and creatively active.

Photo courtesy of Pixar

Posture’s Fav Film of the Summer: Pixar’s Coco
 Here on Netflix

Pixar’s recent movie is about a boy whose family forbids music in their household. The story follows him and his dog as they trek through otherworldly dimensions to get permission from deceased family so that he can play music again. Pixar weaves a carefully constructed story with beautifully rendered characters, worlds, and creatures to give the viewer an immersive glimpse into other cultures and the age-old themes of family and tradition. All of that is great and all, but we really loved it cause it gave us a good cry, and who doesn’t need one of those once in awhile?

Doug’s Book: Mr. Penumbra’s 24-Hour Bookstore by Robin Sloan
Here on Amazon

A San Fran ex-techy can’t find a job and ends up taking a night shift as a bookclerk. There seem to be some secrets to his mysterious boss and his strange bookstore.


Mat’s Album: How to Destroy Angels
 Find it on Spotify

It’s Trent Reznor’s Nine Inch Nails + his wife, and she is a West Indian singer. It’s really cool.



Photo Courtesy of Netflix

Kat’s TV Show: GLOW Season 2
 Here on Netflix

I’m really getting into the second season of Netflix’s series “Glow” this week. The bright colors on both the clothing and in neon combined with the larger-than-life hairstyles and classic 80’s tunes definitely engulfs you in nostalgia. But I’m also pulling a lot of inspiration from the nostalgia, playing with some brighter color palettes and enjoying some great throwback jams while at work. I may have been born at the tail-end of the 80’s, but I still friggin’ love them. <3



Zach’s Book: The Stand by Steven King
 Here on Amazon

I love creepy movies and books, and this one sets a high bar that a ton of other series take from. It’s your classic end-of-the-world situation: the government accidentally releases a “superflu” that quickly devastates a majority of the world. As the book progresses, groups form and need to compete for survival. The twist is Stephen King’s unique character creation and development. You find yourself sympathizing with them when you least expect it.

Want to learn more about Posture Team? Check out our About Us page.

Intern Spotlight: Emily Rudolph

Posture is happy to have so many wonderful interns come through our doors. We also are really glad when they return to intern with us several times so we can help them grow and watch them progress through their school careers. We’d like to introduce you to our intern and graphic design student at Kutztown University, Emily Rudolph.Emily in the office

Where are you from?


Born and Raised in Scranton, PA.


What inspired you to study Graphic Design?


I wanted to go into art with some kind of structure that has a goal in mind, and less of a vague idea.


What’s the best thing so far about going to school in Kutztown


I like that their design program covers tons of subjects like Interactive, Branding, and Illustration. There are some old professors and some young ones, the mix is helpful and you have more choices when it comes to classes to take.


What is the most interesting project/client you’ve worked on at Posture Interactive?


Working with the Everhart Musuem brand. It was the first thing that felt serious, because it was entirely in my hands. It wasn’t just a project anymore. Also, I got to work with all parts of it the mailers, the logo, EVERYTHING. Now I get to see it launch too. It’s nice seeing the museum, I saw as a little girl, getting an upgrade.


What is the biggest piece of advice or working skill you’ll take with you from your intern experience here?


Multitasking for sure. Prioritizing and setting important time aside for specific tasks and being able to juggle tasks. In school things are so much more open ended for your timeframe, but here you have to get things in on time and budget the time right so you can keep on schedule.


What would you tell fellow students who haven’t had an internship yet?


Do it. Go get yourself an internship, you need all the experience you get and while your in school its all low stakes on your part. You get to take a lot away from it and you don’t have to be afraid of messing up. Messing up is part of the process. The businesses usually understand you’re a student.


What is your ideal design project (logo, package design, print, web design…)?


We did a magazine in school, start to finish, and I loved the editorial parts and formatting everything. That would probably be it.


Illustrator, InDesign, or Photoshop?


Illustrator, that’s what we learn the most.


Cats or dogs?


Dogs, I would be reincarnated as a lab.


Is Manning’s Ice Cream the best ice cream around or what?


I don’t get ice cream, if I do: Chocolate fudge brownie is good, but only on occasion.


True of false: Mat lives in the back closet and sleeps under his desk.


Not these days much. If someone told me that was true, I wouldn’t be surprised.

Life, Liberty and the Pursuit of the Internet

Well, Google, net neutrality affects everyone.

As we celebrate our independence, we couldn’t help but think a bit on this summer’s changes in rules regarding a “free” internet. On June 11, when net neutrality officially expired, and we were trying to find the latest updates , Google suggested: “How does that affect you?” Well, Google, net neutrality affects everyone. it’s just that the internet is so populated with news sources reporting different aspects, that the “how” gets drowned out. It seems no one knows what to make of it.

Here at Posture, we are most interested in what it means for us as a team and the clients we serve. Will it slow traffic to the web applications we create? How will we know? Will it limit people’s access? How will clients need to evolve in order to stay current with any trends or consequences that result from the Net Neutrality expiration? For the most part we don’t have definitive answers. We do however, have a hell of a lot of ideas.

The internet was created as a government program during the Cold War to bypass wired communication, in the event of an attack. Essentially, the government set up what we would call servers in order to send and receive very limited amounts of information. These bits of information would later be used to transmit scientific data, and later the servers would expand and grow to become the “World Wide Web.”

Essentially, the government set up what we would call servers in order to send and receive very limited amounts of information.

At the time of its creation, the World Wide Web was the epitome of human communication, and obviously in many ways it still is. The expiration of net neutrality marks an end of the World Wide Era in the context of information freely flowing without limit.

Now,companies and profits can be prioritized for certain levels or access to services instead of the users being free to experience any service they wish. Many companies made statements assuring customers of their loyalty to customers. It’s a hard place to be, the crux of two impasses: customer loyalty and making money.

At Posture, we want our clients to be happy, which means we provide the best possible products and services in order to fulfill their goals. We expect no less of our internet providers. We’ll keep our information on this topic free flowing as we learn more.

At Posture, we want our clients to be happy, which means we provide the best possible products and services in order to fulfill their goals.

What’s on the grill at Posture?

The Fourth of July, contrary to conventional belief, is not only about burgers

It is, of course, the American holiday celebrating our break from England in 1776. At Posture, we’re celebrating by “breaking off” to enjoy the heat, family, and friends. This week has mostly been about finishing up the last minute “Fourth of July” signs, finishing touches on larger projects, and meeting up with clients to set goals. The best part about a holiday, though, is the time to regroup your thoughts and recenter your attention. Reflection and recentering is human nature on holidays, and it’s also something we strongly believe in doing inside of our office everyday.

Tuesday meetings are the most notable weekly centering and help us measure our week-to-week progression. We share our most recent ups and our notable downs. It’s important for us to keep both a hopeful eye to the future and pay careful attention to our missteps and lessons learned. These meetings help us with that. Next to those group meetings we also have individual milestone discussions with clients. Finally, there are the sporadic meet ups with each other, and if we need it, ourselves. These meetings are a lot like barbecues: they come with a casual atmosphere, and a common goal of communal communication. Although, we usually aren’t chowing down on a cheeseburger and sipping a beer; instead, we’re chowing down on thoughts and sipping creative juices (if you liked this one, get ready for even MORE burger puns to follow!)

Sometimes, there is no clear direction in these casual meetings, and that takes a bit to get used to, but it’s also the most important aspect. If you try too hard to look for creativity, good ideas have a way of avoiding you. So we talk about the project direction and brainstorm by drawing and bouncing ideas off each other freely.  It’s kinda like stoking the fire of a charcoal grill, and slowly we start getting hot enough to really get cooking. Suddenly, there’s a little electricity in the air, and you can almost smell the good ideas getting all juicy and crispy. Finally, it happens, the time’s up and a creative solution reveals itself; the burger is done. Of course, we check to make sure the burger is completely “well-done,” because what’s a chef without consistency.  Only after all that process do we enjoy the taste of our cooking. The creative process is a lot like a Fourth of July Barbecue: it calls for distraction, play, and most importantly communication between yourself and others.

So from all of us here at Posture Interactive: Happy Fourth of July. Get out and grill some burgers (or veggie patties, as Doug might be having) and have a beer on us.