The visual brand analysis began when I joined Lake Shore at a time when the company’s aesthetic was split between two conflicting directions: black‑on‑black and silver‑and‑blue. By identifying where those styles clashed, studying competitor positioning, and mapping out how our products were actually perceived, I helped guide the team toward a clearer and more intentional visual direction. This work supported the company in defining its own identity and aligning future designs under a unified brand language.