Their previous visual identity felt outdated and misaligned, with a logo that unintentionally evoked vacation rentals or retirement communities. Compounding the issue, there was no clear brand architecture to distinguish Lakeside Software as a company from SysTrack, their flagship product.

Before a new visual system could be introduced, the brand needed stronger foundational elements. We began by redefining the brand messaging — making it clear, concise, and aligned with Lakeside’s mission and vision for the future of IT. The result is a bold, clean, and modern identity that not only stands out in the enterprise space but also positions Lakeside as a forward-thinking leader ready to meet the demands of tomorrow.​

Beyond the visuals, we delivered a scalable brand system that could flex across channels, audiences, and product tiers. From internal presentations to global campaigns, every touchpoint was designed to reinforce Lakeside’s position as both a visionary and a partner. The work didn’t just look good—it created alignment, built confidence across teams, and laid the groundwork for long-term brand equity.

Redefining the messaging

To build the brand, we had to first understand it. Lakeside needed stronger foundational messaging — so we stepped back to define the why, how, and what. We explored key differentiators, themes, and positioning territory to uncover a strategy that could drive not just creative, but the business itself. Before anything could look good, it had to make sense.

These early notes and sketches captured that exploration. This was where intent started to take shape: not through design, but through clarity. It’s where the brand began.

Redesigning the Logo

The company’s founder lived beside a lake—hence the name, Lakeside Software. The original logo paid homage to those roots with water-inspired forms. But water and tech don’t exactly mix, and the visual identity left ideal customers unclear about what the company actually offered.

The I/O Symbol

This design focuses on the flow of data—both machine-to-machine and human-machine interactions. The symbol has been rotated vertically to reduce immediate recognizability, allowing for a more abstract interpretation. The red dot at the center echoes the tittle of the “i” and transforms the “O” in I/O into a bullseye, symbolizing precision and our ability to target data.

Coding Brackets

This concept started as a “let’s throw one more on the wall” idea. The brackets form two L’s merging into an S—subtle, but intentional. They also reference one of the most universal symbols in code syntax, tying the brand back to its technical roots.

Data Abstracted

This concept emerged from exploring common symbols used to represent data. The icon is an abstract take—strong and block-like, echoing structure and solidity. The orange highlights suggest insights being extracted from raw information, bringing focus to what matters. Visually, the form mirrors elements of the typography, especially the “I,” creating cohesion between symbol and wordmark.

Refreshing the Color

The company wanted bold, high-impact color. While the original palette delivered on vibrancy, it lacked the contrast necessary for ADA compliance. We refined the system—keeping the boldness, but reducing the number of colors and creating accessible pairings that meet compliance standards without sacrificing energy.