Secret — Spray On, Live Fresh
Secret
Secret needed a way to make an invisible product highly visible and noticeable on the road. The task was to design an attention-grabbing vehicle wrap for their Refresh Station vans that would roam the busy streets of Chicago. The design needed to cut through the visual noise of the city, quickly communicate the product's benefits, and resonate with pedestrians and drivers alike.
To catch eyes on the road, I opted for a clean, minimalist, and highly legible approach. I collaborated on crafting the campaign's core tagline, "Spray On, Live Fresh", and developed a bold typography treatment around it. Rather than relying on cluttered imagery, I made this impactful typographic graphic the absolute protagonist of the vehicle's design. The wrap was intentionally structured to feel fresh, modern, and instantly readable from a distance.
The final van wrap successfully transformed Secret’s mobile Refresh Stations into striking moving billboards. By prioritizing a strong, minimalist typographic focal point, the vans commanded attention on the streets of Chicago, effectively communicating the brand's message at a glance and driving high visibility for their new invisible spray campaign.
