American Optical

American Optical has been hand-crafting eyewear since hand-crafting was the only option. Born in central Massachusetts back in 1833, they’ve been worn by visionaries, explorers, and masters of their craft ever since. JFK, Malcolm X, the Apollo Astronauts, Ted Williams, Don Draper, and countless pilots have trusted their vision — and looks — to these American-made treasures.

Once the largest eyewear brand on Earth, they pioneered optical innovation for the masses, introducing the first aviator glasses for pilots, the first polarized lenses, the first steel frames, and countless other breakthroughs.

But then, like so many American companies, they took their eyes off the prize — manufacturing was shipped overseas, materials suddenly mattered less, and craftsmanship was traded for mass-production. The only problem was that the masses started looking elsewhere, and this once beloved and collected brand sat collecting dust for several decades.

Thankfully, new ownership had a more forward-looking vision. Manufacturing was brought back to the States, and a new factory was built outside of Chicago where craftsmanship was revived, and each pair is now made with 75 meticulous steps or more.

We were tapped to take the brand to new heights with a new brand identity, voice, logo, marks, and a strategic framework. Just like their hand-crafted glasses, we wanted their new identity to feel modern and timeless with an attention to detail that commands attention to inspire a whole new generation to Keep Looking Up.