Smithsonian Sandwich
A nationwide campaign to crown America’s official sandwich in celebration of the country’s 250th birthday
Change Your Glasses. Change Your World.
A nationwide brand refresh that unlocks personal empowerment
- Office
- United States
- Client
- National Vision Holdings, Inc.
Eyeglass World unveils a bold transformation with VML, combining style, accessibility, and boutique-inspired experiences. Discover how eyewear can reshape confidence, perspective, and personal expression.
This is a complete reinvention of the brand to meet the expectations of today's style-focused consumers. In partnership with VML, we have built a brand personality and visual system that celebrates personal expression. We are showcasing our curated selection of frames and making it easier than ever for customers to shop their way - whether they use virtual try-on and buy online or finalize their perfect look in-store.
Eyeglass World needed to evolve from a functional optical retailer into a style-forward, digitally connected brand that resonates with today’s fashion-conscious and tech-savvy consumers. The goal was to redefine the customer experience while celebrating eyewear as a tool for personal empowerment.
Eyewear is no longer just a necessity—it’s a powerful expression of style and identity. Eyeglass World sought to embrace this shift by showcasing how the right frames can transform not only appearances but also confidence and outlook.
VML developed the “Change Your Glasses. Change Your World” campaign, emphasizing the transformative power of eyewear. The centerpiece of the campaign is a launch film featuring a woman navigating a mirror maze, trying on different versions of herself with each pair of glasses. This concept highlights how curated frames can redefine style, confidence, and perspective.
The brand refresh also introduced a warmer, more refined visual identity, a curated selection of style-forward eyewear, and an enhanced customer experience that integrates virtual try-ons, online shopping, and in-store services.
We wanted the creative to celebrate the fact that people aren't static, we’re multi-faceted, and constantly changing. There is a frame for every version of who you are and who you want to be. Our new visual identity and launch work showcase how an elevated, curated pair of glasses can instantly shift your confidence, your style, and your outlook.
