Our History

The Logical Alternative was born in 1992, at a time when both PC networks and home computers reached critical mass. The company's principals, Evelyn and Melissa, fresh out of college, soon began to find their niche in helping other small businesses improve their processes with personal computers. And thus begins our timeline... [cue flashback music!]

August 1992

LOGICAL ALTERNATIVE FOUNDED AS A SOLE PROPRIETORSHIP IN CLEARWATER, FL

Shortly after an outreach stint with Commodore-Amiga, Evelyn begins building computers and small business networks, as well as writing custom software solutions for mortgage brokers, accountants, and a local utility company. Meanwhile, Melissa takes on her first freelance graphic design clients, Quarterdeck Software and The Sales and Marketing Magic Companies. She is one of the first digital pre-press professionals in Florida, and helps develop creative solutions to unique printing situations using Aldus PageMaker and Adobe Illustrator.

wine pairing: Beringer White Zinfandel | music pairing: "What I Am" by Edie Brickell and the New Bohemians 

1992-1995

DIGITAL PRE-PRESS SPECIALISTS

Evelyn and Melissa specialize in helping printing companies move into the digital pre-press era. They consult with local print houses and photographers in Clearwater, St. Petersburg, Tampa, and Sarasota to build Macintosh-based systems and workflows.

wine pairing: Martinelli Sparkling Cider | music pairing: "Linger" by The Cranberries 

1995-1996

CD-ROM AUTHORING AND THE FIRST INTERACTIVE DIGITAL CONTENT

Evelyn and Melissa take a one-and-a-half-year retreat to New Hampshire to learn the new, emerging field of authoring CD-ROMs. Evelyn works as a tutor and hired gun teaching Macromedia Lingo and writing code for interactive content projects, including a presentation for the U.S. Marines. Melissa studies interface design and builds her first websites, as well as honing her craft designing trade show graphics.

wine pairing: Newcastle Brown Ale | music pairing: "Rat in a Cage" by The Smashing Pumpkins 

1997-2004

VIDEO STREAMING AND THE GROWTH OF THE WEB

In 1997, The Logical Alternative moves back to Florida, where small businesses are feeling the need to increase their connectivity both within their own offices and with the growing internet. This soon leads to an interest in delivering video over the internet, and Evelyn partners with another developer in Washington State to build the first viable solution for online video. When other technologies for delivering video over the web emerge, Melissa and Evelyn create spin-off business VideoJava, a video encoding service bureau. They build a toolkit around these technologies for computer based training, video conferencing, video encoding, indexing, and webcasting. The toolkit is used by many large organizations in the government, travel, and financial industries including the U.S. Coast Guard, Sandals Resort, Starwood Westin Hotels and Resorts, Columbia Presbyterian Hospital, Padgett Communications, and Gabelli Asset Management.

In 1999, The Logical Alternative incorporates and adds several full-time employees. In 2001, they complete a large-scale international project for the recruitment firm Romac International/kforce. Their Remote Interview System is the key focus of their 2001 Super Bowl advertisement. The project includes vertical solution integration with PeopleSoft and IBM Websphere, the construction of over a hundred kiosks, and a multi-million dollar, high-availability data center housed in Logical Alternative's facility. They also provide extensive design, promotional, documentation, and training services.

Shortly thereafter, Evelyn meets the owner of AutoExact.com and begins working closely with him to build a data feed solution for the auto sales industry. Between 2001-2003, the Logical Alternative helps help develop a diabetes disease management expert system for Glaxo Smith Kline, a motion capture bio-feedback based system for Golftec in conjunction with the PGA and HealthSouth, and custom intranet technology for Wellesley College’s Open Circle education outreach program.

wine pairing: Veuve Clicquot | music pairing: "A Love Supreme" by John Coltrane 

2004-2006

CUSTOMIZED WEB DEVELOPMENT AND CORPORATE I.T.

This is a transitional but extremely busy time in Evelyn and Melissa's professional development. First, in 2004, Evelyn is hired by one of her clients, Lazydays RV, to be their Chief Information Officer in preparation for the company going public. Melissa is hired at the same time to consult on Search Engine Optimization and Marketing, as well as to provide design support for their website.  

wine pairing: Rubicon, Niebaum Coppola | music pairing: "Inertia Creeps" by Massive Attack 

2007-2010

LOGICAL ALTERNATIVE MOVES TO THE WEST COAST

In 2007, Melissa and Evelyn find that their business is now almost entirely virtual, giving them the freedom to move west to the Olympic Peninsula. In 2008, Evelyn writes a custom online survey solution for the National School Climate Center, working with Melissa to integrate the results into an Adobe InDesign publishing solution. Meanwhile, content management systems such as Wordpress and DotNetNuke make website development more streamlined, and put the ability to maintain website content directly into the hands of businesses. Evelyn and Melissa embrace the DotNetNuke platform as the most intuitive of many CMS systems, and see their website clients multiply rapidly as the cost and time requirements of building a website diminish.

Other projects include a custom time tracking system for Taylor White Staffing and a complete affiliate web-based business solution for the funeral industry. In 2010, The Logical Alternative moves from the Olympic Peninsula to Seattle.

wine pairing: Argyle Nuthouse Pinot Noir | music pairing: The World of Warcraft theme song

2011-2016

FINDING SOLUTIONS TO UNIQUE CHALLENGES

In 2011, Melissa begins producing all the website and support graphics for Greenway Ford in Orlando, Florida—one of the largest dealer groups in the U.S. She and Evelyn build, host, and manage websites for a plethora of local businesses and non-profits, and work closely with the staff at the Port Townsend Marine Science Center to build a series of interactive kiosks aimed at teaching kids and adults about studying Orca whales, as well as pollutants in Puget Sound.

Recent projects include development of a build-your-own Avatar viral social media project for Microsoft for the Rio 2016 Olympic games, a next-generation dealership inventory management system and integrated 360˚ PhotoBooth app for the automotive industry, and a process consulting project for FILTER Digital. Logical Alternative assists agency partner LKH&S with complex, custom DotNetNuke website implementations for several of their high-profile clients. Search Engine Optimization becomes an ever-greater focus in our web development projects, as does responsive and accessible design.

CASE STUDY

wine pairing: Sea Smoke Southing | music pairing: "Go to the Mardi Gras" by Professor Longhair

2016-present

BIG CHANGES, BIG IDEAS

In June of 2016, as Evelyn and Melissa re-evaluate their goals for the business, it becomes clear that they want to spend more time on non-profit and community development, and to re-focus their energy on quality of service. They seek out local non-profit GenderDiversity.org and begin working with them on their long-term plans for the transgender community. Meanwhile, they join the GSBA and turn their attention to the local Seattle market more than ever before, excited to seek out local organizations they can form relationships with, to help build the business community here at home.

CASE STUDY

wine pairing: Grgrich Hills Chardonnay | music pairing: "Empire" by Shakira