Eyeglass World is rolling out a nationwide brand refresh developed with VML, introducing a new identity and campaign built around the platform “Change Your Glasses. Change Your World.”
The repositioning is designed to move the National Vision-owned brand beyond pure functionality and toward a more style-driven, digitally connected experience that treats eyewear as personal expression.
The refresh includes a warmer visual identity, a more curated assortment of frames, and a customer journey that connects virtual try-on, online shopping, and in-store service.
At the center of the launch is a new campaign that plays off the idea that changing your glasses can change how you see yourself.
The lead film follows a woman moving through a mirror maze, trying on different versions of herself with each new pair of frames. The concept positions eyewear as more than an accessory — something that can shift confidence, attitude, and identity. Watch below:
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“This is a complete reinvention of the brand to meet the expectations of today’s style-focused consumers,” said Joe VanDette, Chief Brand and Marketing Officer at National Vision.
VanDette said the new platform was built to showcase both the brand’s frame selection and its increasingly connected shopping experience.
“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,” he said.
For Tom Murphy, Chief Creative Officer at VML North America, the creative idea came from the notion that identity is fluid. “We wanted the creative to celebrate the fact that people aren’t static; we’re multi-faceted and constantly changing,” Murphy noted. “There is a frame for every version of who you are and who you want to be.”
The new identity and campaign are now rolling out nationally across digital video, social media and influencer partnerships.
The relaunch also extends into music. Eyeglass World commissioned an original single, “Change Your World,” by Spencer Ludwig, created in partnership with Trumpet Records. The track serves as the campaign soundtrack and was released on streaming platforms earlier this month.
Together, the work marks a broader repositioning of Eyeglass World around style, accessibility, and personal reinvention – with VML helping turn a routine eyewear purchase into something closer to a fashion statement.
CREDITS:
ACCOUNT: National Vision
- Joe VanDette, Chief Marketing Officer
- Jeff Adkins, Group Vice President Unified Commerce
- Dan Matarelli, Senior Director of Creative & Media
- Cara Endriss, Director of Brand Marketing
- Mary Gilmore, Creative Lead
- Mara Gruber, Content & Creative Manager
BRAND: Eyeglass World
AGENCY: VML
- Tom Murphy, Chief Creative Officer
- James Beikmohamadi, Executive Creative Director
- Haley Kochersperger, Creative Director
- Anna Taylor, Creative Director
- Daniel Sanders, Creative Director
- Robb Smigielski, Chief Design Officer
- Jason Borzouyeh, Group Design Director
- Andrew Mirakian, Design Director
- Carolyn Pokorney, Associate Desing Director
- Shaun Campbell, Group Executive Producer
- Theresa Notartomaso, Music Director NA
- Sara Rogers, Business Affairs Manager
- Nicole McIntosh, Managing Director
- Jenna Stoewsand, Account Director
- Amira Al-Subaey, Program Manager
- Megha Parikh, Executive Strategy Director
- Anna Flaherty, Strategy Director
PRODUCTION COMPANY: North of Now
- Fernando Nogari, Director
- Klaudia Podsiadlo, Executive Producer
- Landon Kovalick, Producer
- Parker Thomson, Production Manager
- Jake Lynn, Production Coordinator
MUSIC: TRUMPET RECORDS
Spencer Ludwig, Founder/Music Producer/Creative Director
