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SECRET Mobile Campaign

Role: Production Visual Designer
Client: Tapjoy / Secret
Category: Mobile Advertising & Campaign Design

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Overview

For Secret’s mobile campaign delivered through Tapjoy, I designed a suite of mobile ad units and interactive placements that reinforced the brand’s core messaging while providing an engaging experience for users in the mobile environment. The concept focused on combining utility with visual personality to drive both attention and message recall.

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Design Challenge

The campaign needed to balance Secret’s brand identity — confident, clean, and modern — with strong functional communication in environments where screen space and user attention are limited. Each ad unit required visual clarity, optimized messaging hierarchy, and a tone that reflected Secret’s everyday-use product positioning.

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Approach & Visual System

I developed a modular mobile visual system that aligned with the brand’s personality and adapted smoothly across placements:

  • Brand-centric tone: A confident, modern aesthetic using clean layouts, sharp typography, and strategic use of brand color to communicate product benefits clearly.

  • Interactive cues: While most units were static, states such as highlight frames, simple animation hints, and emphasized calls-to-action were designed to subtly draw user attention.

  • Modular components: Design elements — iconography, product focus panels, benefit rows, and CTAs — were constructed for easy reuse and rapid adaptation across mobile formats.

  • Hierarchy for mobile clarity: Bold headlines and crisp micro-copy ensured each message landed quickly and succinctly on small screens.

This system allowed the campaign to maintain a consistent brand experience across all placements without sacrificing clarity or performance.

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Outcome

The final suite of mobile assets delivered a cohesive, visually confident brand presence for Secret across mobile placements. The work demonstrates a blend of visual identity integration, modular design thinking, and mobile-first execution that supports both brand recall and functional communication.

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Tools & Skills

Tools: Adobe Suite
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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