America’s Best

360 Campaign: Brand, Film, Social, OOH, Retail

America’s Best came to us at a real turning point. The brand was known for affordability but was visually dated, overly promotional, and missing warmth. The challenge wasn’t just to refresh the look. It was to make people feel cared for in a category that rarely does. Our task was to modernize the brand, humanize the experience, and prove that affordable eye care doesn’t have to feel cold, corporate, or generic.

Client: America’s Best Role: Associate Creative Director
Press: Marketing Comm News • Yahoo Finance

The Problem

America’s Best looked and sounded like every other corporate eye care brand. Heavy on deals, light on humanity. The existing identity leaned on loud promotional language and a long-standing owl mascot that distracted from the real story: people, confidence, and care. To move forward, the brand needed to stop shouting prices and start showing people what better vision actually feels like in real life.

Every Eye Deserves Better

We redefined America’s Best around a simple belief: everyone deserves to see clearly and feel good doing it. That belief became the foundation for everything we built next: a warmer, more human visual system. Confident, optimistic photography. And a voice that balanced accessibility with dignity. The result? A brand that felt inclusive, modern, and genuinely caring without losing its value-first promise.

A new visual identity

We refreshed the identity to feel bolder, simpler, and more confident. We cut through promotional clutter and brought clarity back to the brand.
The new system emphasized: High-contrast color blocking. Clear hierarchy and legibility. A more confident wordmark that could flex across channels. Whether you saw it on a storefront, in your feed, or in a national campaign. This gave the brand a recognizable, ownable presence.

Social

Social became one of the most important brand touchpoints. It needed to feel flexible, expressive, and unmistakably America’s Best.
We built a modular system that could: Scale across formats and platforms. Balance brand storytelling with promotional needs. Highlight real people, real style, and real confidence. The result was a feed that felt cohesive without being repetitive and allowed the brand to show up consistently without feeling corporate.

The Film

To bring the new brand to life, we created a national brand film that embraced humor, relatability, and human imperfection. Rather than over-polished storytelling, the film focused on everyday moments. It showed how seeing clearly can quietly change how you experience daily life. Did you notice any owl easter eggs?

Creative Team

Agency: VML Atlanta
Creative Directors: Haley Kochersperger, James Beikmohamadi
Associate Creative Director (Art): Katie Mullins
Senior Copywriter: Noelle Runyan
Photographer: Dave Hill