The project started with a critical audit of the existing site. A key part of the exercise was learning to look past first impressions and systematically spot what worked and what didn't — repeated elements, inconsistent imagery, and sections whose structure made them hard to read or move through. The main issues were confusing navigation, an unclear information hierarchy, and a visual language pulling in several directions at once. The challenge was to turn that disorienting experience into something a visitor could navigate intuitively, without losing what makes the brand recognizable.