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Lateral Union is operated by Jeremy Wells, from left, Justin Wells and Dustin Myers.
Photo provided by Lateral Union LLC
Lateral Union is operated by Jeremy Wells, from left, Justin Wells and Dustin Myers.

Longitude launches sister company

Posted online

Springfield branding and marketing firm Longitude LLC announced the launch of a sister agency to target hospitality and other industries.

Lateral Union LLC represents a partnership between brothers Jeremy and Justin Wells and Dustin Myers, according to a LinkedIn post announcing the new company. Jeremy Wells and Myers own Longitude.

Jeremy Wells said via email this morning that Lateral Union is targeting the hospitality and travel, retail and consumer goods, and health care and wellness industries.

“These industries were selected because they are where our partners have the most background, expertise and knowledge," he said. "There are so many unique challenges that each of these industries faces, especially in recent times, and technology plays a key role in solving a number of problems."

The name Lateral Union, he said, refers to the concept of lateral thinking through an indirect and creative approach. Union refers to the company being a “perfect union of skillset, expertise and knowledge that helps us deliver innovative and thoughtful solutions for our clients,” Wells said.

Justin Wells is managing director and chief technology officer of Lateral Union after serving nearly six years as director of application development over search and mobile at O'Reilly Automotive Inc. (Nasdaq: ORLY), according to his LinkedIn profile.

Jeremy Wells is Lateral Union's chief growth officer, while Myers is chief creative officer, according to its website.

Lateral Union's services include digital strategy and innovation, app and web development, and machine learning and artificial intelligence. Jeremy Wells said the firm already has clients after launching Jan. 4, though he declined to disclose how many.

Jeremy Wells and Myers in 2019 were featured alongside restaurant owner Omer Onder in a Springfield Business Journal series called “Made to Order: The Journey of a Restaurant Rebrand.” For the series, SBJ followed the Longitude owners as they worked to rebrand Onder's Springfield Diner on East Republic Road.

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