America’s Best Rebrand

My role and objective were to assist in the rebrand of America’s Best, one of the nation’s largest optical retailers. Collaborating with a team of seven designers, we explored fresh ways to modernize the brand’s outdated identity while preserving its core values and recognizable mascot. I was responsible for two of the concepts, including new logo designs, photography direction, color palettes, and typography. More than a dozen concepts were developed, with one ultimately selected as the new brand look, which debuted in 2025.