Digital Tides: 15 Years of Making Waves in Tech, Society and at ITP

Imagine falling asleep in 2010 and waking up today.

You’d find a world where one person can build and ship an app in a matter of hours, most teams collaborate remotely, and Artificial Intelligence is a hot topic of almost every (business) conversation. There would not be flying cars, sadly. But you’d still find a world to be amazed by. A world where AI went from recommending songs to being our conversational companion throughout everything we do. Where one person can ship an app in a matter of hours. Where remote collaboration no longer requires a MacGyverian effort.

It’s hard to notice change as you experience it, but looking back at our fifteen year history makes it clear: the world has shifted, and so has our industry and craft. But as hype cycles came and went, there was one constant in our story: it has always been about curiosity and passion, about using technology and design to make users happy and business grow. 

To celebrate our puberty anniversary, we would like to invite you to experience that history together with us. That’s why we are launching Digital Tides, an interactive timeline of ebbs and flows in technology and society at large, and how our studios swam through those waters.

Why Did We Create This Timeline?

We wanted to answer a simple question: What were we building while the world was changing fast?

Digital Tides looks at each year from 2025 to 2010 in reverse, and looks at:

• What was happening in the world: political and cultural events, celebrations and crises, what brought us to the present day.
• What we were doing at the same time: projects and products, experiments and pivots, scaling platforms and studios, the decisions that shaped who we are today.

See The Patterns

Taken together, it’s easy to see the patterns.

Mobile reshaped behaviour. Data and cloud became the backbone of modern products and platforms. But where others talked about these hype cycles, we chose to build. It allowed us to grow from a small mobile shop to a European strategy, product and platform studio. Although that did not happen because we were simply building. We were building experiences that empowered and delighted people.

Today, the technology scene and real world shout in unison: we are experiencing an AI revolution. This AI wave feels more overwhelming than the mobile shift around 2010. It divides opinions sharply. It brings promise and peril. 

But we are confident companies that stick to the following recipe will not just ride out the AI wave … They will thrive. It’s the timeless approach that helped us before:
- Stay calm in the chaos.
- Align technology with real needs.
- Build and build well.

Digital Tides is our way of making that journey visible. It is also a reminder that every new era looks chaotic when you are inside it. With the right mix of strategy, craft and curiosity, you can still ship meaningful work.

Build What’s Next With Us

In fifteen years, we’ve helped organisations across sectors adapt, innovate and thrive in a world that is always shifting.

If you’re unsure how to position your organisation in a fast-changing market, or how to turn AI and digital into reliable, scalable products instead of experiments, we’d be happy to talk.

Explore the Digital Tides timeline here.

Reach out. Let’s surf the next wave together.

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