Lakeside Software

THE ROLE:
Creative Lead – Brand & Digital

THE VIBE:
Phase 1: Human. Illustrated. Approachable tech.
Phase 2: Bold. Product-led. Confident enterprise.

Same company. Different chapter.

Creative Direction | Brand Refresh | Visual System | Guidelines | Marketing Collateral

Lakeside Software is a digital employee experience platform that transforms endpoint data into real-time, actionable insight for enterprise organizations.

As the product matured and market positioning sharpened, the brand had to evolve alongside it. I led two distinct brand transformations — each aligned to a different stage of company growth.

One humanized the technology.
The next elevated it.

The Mission

Lakeside operates in a highly technical, enterprise-heavy space. The platform is powerful — but the brand initially felt quieter than the product.

The first challenge was to humanize complex technology and make digital experience monitoring feel accessible.

As the company scaled and sharpened its positioning, the second challenge emerged: the brand needed to feel stronger, more differentiated, and unmistakably category-leading.

The Vision

Phase 1 — Make Tech Feel Human

We introduced a character-driven illustration system and visual storytelling framework that softened complexity without diluting intelligence. The goal was clarity through personality.

Phase 2 — Make the Product the Hero

As Lakeside matured, the narrative shifted. The brand evolved toward high-contrast digital environments, stronger typography, darker UI-forward layouts, and a more product-led website experience. The goal was authority through precision.

Brand Evolution 1.0

Developed custom illustration system and characters
Built presentation and marketing assets around visual storytelling
Established structured layout systems
Created foundational brand guidelines
Designed campaign materials using narrative-driven visuals

Brand Evolution 2.0

Shifted to a higher-contrast, darker digital palette
Emphasized product UI and dashboard visuals
Reduced reliance on illustrative storytelling
Elevated typography and hierarchy
Modernized the website to spotlight product strength

Website Transformation

Rebuilt page architecture for stronger product narrative
Simplified user journeys
Created modular, scalable design components
Strengthened CTA hierarchy and conversion focus

The site moved from informative to immersive.

The Outcome

Lakeside’s brand matured in sync with the company’s growth.

The first evolution made the technology more accessible. The second positioned the company as a confident, product-forward leader in the DEX space.

The brand didn’t just refresh. It evolved strategically — at the right moments.

“Our brand presence has always felt bigger than our company size, often earning praise from partners and clients alike. Steph played a key role in building that reputation.”
David Wilkins
Chief Marketing Officer

Behind the Design

On the surface, Lakeside looks like a bold brand evolution. Underneath, it’s a story about timing.

We first leaned into illustration and character to make complex technology feel human. It worked—because at that stage, accessibility was the priority. But as the product grew and the company gained confidence, the brand needed to grow up too.

So we dialed back the narrative softness and pushed forward the product. Darker contrast. Stronger hierarchy. UI as the hero. Less explanation, more authority. This wasn’t about changing direction—it was about aligning design with where the product was heading.