America's Best unveils major campaign to champion accessible eye care

America’s Best, a retail brand of National Vision Holdings, Inc, has announced a transformative rebrand that redefines what accessible eye care means for millions across the nation. In collaboration with creative agency VML, the company is rolling out a completely refreshed identity — from a modern new logo and vibrant design system to a powerful new brand platform anchored by the rallying cry: “Every Eye Deserves Better.”

The rebrand reflects America’s Best’s mission to make comprehensive, high-quality eye care and stylish eyewear accessible and affordable for everyone — proving that expertise and value can go hand-in-hand.

Joe VanDette, Chief Brand and Marketing Officer, National Vision: “This isn’t merely an ad campaign; it’s a complete reintroduction of the brand. We believe all Americans, regardless of their budget, deserve better care when it comes to their sight – a thorough exam with a caring doctor and a fantastic selection of eyewear. We’re proving exceptional service and value can coexist without compromise.”

A Fresh Look With a Human Touch

The brand’s new visual identity replaces the familiar flag logo with a sophisticated, approachable “AB” monogram. A bold reinterpretation of American stripes and colors honors the company’s heritage, while subtle nods to its signature owl mascot add a playful touch.

Across all media channels, America’s Best will debut photography and film work that highlights joyful, everyday moments where clear vision matters most — reinforcing the brand’s human and approachable ethos.

Creative Collaboration

VML’s work brings the new positioning to life through a launch film and storytelling across digital, social, and in-store environments.

Tom Murphy, Chief Creative Officer, VML US: “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. ‘Every Eye Deserves Better’ powerfully puts the ‘care’ in ‘eye care’ that America’s Best believes everyone should receive.”

Media strategy for the brand transformation is led by Spark and Rise, with the campaign set to air across major platforms including Disney, Tubi, YouTube, and Google.

www.americasbest.com

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