2. Identitiy Design
3. Art Direction
4 Campaign Design
5. Brand Guidelines
2025
For decades, America’s Best was known for affordable eye care, but over time “affordable” began to feel “cheap” eroding trust and relevance. We set out to rebuild the brand from the inside out, redefining what value and accessibility could look like. The familiar red and blue stripes evolved into a bold, flexible system that feels confident and distinctly American, while the long-standing owl mascot was replaced with an “ab” monogram symbolizing wisdom, clarity, and simplicity.
A modern Americana aesthetic with refreshed colors, strong typography, and authentic photography restored warmth, and credibility. The result is more than a visual refresh; it’s a complete reinvention of one of America’s leading optical brands, transforming how “affordable” is seen and understood.