LensDirect Launches “See Your Way” Brand Identity

LensDirect has introduced a new brand identity built around its family history and the platform “See Your Way.” The national online vision care retailer worked with New York branding agency The Working Assembly on the launch. The refresh draws on LensDirect’s origins in family-owned Manhattan optical stores while updating its digital presence, packaging and customer communications. The new experience begins rolling out across the company’s platforms on October 6, 2026.

New York Roots

LensDirect’s history began with a pushcart on Delancey Street and continued through family-owned optical stores across Manhattan. The company now serves customers nationwide through its digital platform and in-house optical laboratory.

Ryan Alovis, CEO at LensDirect, said:

“LensDirect has never been just another website selling contact lenses or glasses. This business began with my family serving customers face-to-face on the streets of New York and inside our optical stores. That same commitment to value, quality and personal service remains at the heart of everything we do. 'See Your Way' is about giving people the freedom to find the products, experience and vision care that work for their lives - without being forced into the traditional way of doing things.”

A Modern Customer Experience

The new identity includes a refreshed color palette, photography, storytelling and digital experience. The company said the work is intended to better present the range and quality of its vision care offerings while retaining the trust it has built over decades.

Jolene Delisle, founder and CEO at The Working Assembly, said:

“LensDirect gave us a rare opportunity to help shape the future of a brand with an authentic, multigenerational story. The challenge was to take a meaningful creative swing while respecting the history and trust that already existed. 'See Your Way' captures the independence, optimism and deeply personal nature of vision while creating a platform that can carry LensDirect confidently into its next era of growth.”

Expanding Vision Care

The rebrand follows the introduction of Lolos, a children’s eyewear brand, and Diablo, a performance eyewear brand featuring VoltPRO HD lenses. LensDirect also offers contact lenses, prescription eyewear and a lens replacement service for customers who want new prescription lenses in frames they already own.

The company expects to announce expanded vision insurance offerings in the coming months, with the aim of making its products and services available to millions of additional consumers.

The Next Chapter

Ryan Alovis, CEO at LensDirect, added:

“This new brand respects where we came from, but it is firmly focused on where we are going. We are investing in better products, stronger technology, expanded insurance access and a more thoughtful customer experience. We have the capabilities and reach of a national retailer, but we still operate with the care, accountability and long-term perspective of a family-run business. That is something we never want to lose.”