America's Best Unveils Major Brand Transformation: VML Relaunches Eye Care Retailer's Identity with the Powerful Message "Every Eye Deserves Better"
Brand's fresh, joyful new look designed to appeal to all Americans, conveying affordable access to high-quality eye care
Experience the full interactive Multichannel News Release here: https://www.multivu.com/national-vision-holdings/9349651-en-americas-best-every-eye-deserves-better
The new rallying cry, "Every Eye Deserves Better," is a declaration of what America's Best stands for: providing access to affordable comprehensive, high-quality eye care and stylish frames – without sacrificing expertise or value.
"This isn't merely an ad campaign; it's a complete reintroduction of the brand, a statement of our unwavering commitment to the health and well-being of every American's eyes," said
The visual identity of America's Best has been completely reinvented. Gone is the familiar flag logo, replaced by a sophisticated yet approachable "AB" acronym brand mark and a vibrant new visual design system. This bold evolution cleverly weaves in nods to America's Best's heritage, with a fashionable reinterpretation of American stripes and colors, and even a playful homage to its signature owl mascot.
Building upon the visual identity, the launch film takes viewers on a colorful journey through the lives – and eyes – of Americans. Complementing this, the brand's social media channels and website will feature photography and video that captures the human, joyful and authentic everyday moments where clear vision truly shines. This energetic look and feel is designed to appeal to both existing and new customers and patients.
"Through our work for America's Best, we wanted to make people think for a moment, on a very human level, about all the ways their eyes deliver for them," said
Media for this transformative launch is being handled by Spark and Rise airing across major cable and streaming platforms including
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About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, to create connected brands that drive growth. The agency is celebrated for its innovative and award-winning work with blue chip client partners including AstraZeneca, Colgate-Palmolive,
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X #WeAreVML.
Media Contact:
media@nationalvision.com
Rebecca.sullivan@vml.com
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