August 17, 2026
Moist Favorite Creative Agencies Part 3: Super Top Secret
3 min read
How One Agency Builds Brands That Everyone Else Ends Up Chasing
Some agencies make brands that fit comfortably into a category.
Others create work that changes what people expect the category to look like in the first place.
That’s what makes Super Top Secret so much fun to explore.
Since 2009, the Salt Lake City agency has built brands that are bold, distinctive, and difficult to ignore. Their work isn’t loud for the sake of being loud—it’s driven by smart strategy that gives each brand its own unmistakable identity.
Breaking Out of the Mold
When Ghost entered the market, the supplement aisle was filled with brands that looked and felt the same. Everything was designed for the gym crowd, speaking the same visual language and chasing the same audience.
Super Top Secret took a different approach.
Instead of designing another fitness brand, they helped create a lifestyle brand—one that could live just as comfortably outside the gym as it did inside. It appealed to a broader audience without losing its edge, and the results spoke for themselves.
It’s a reminder that great branding isn’t always about following the category. Sometimes it’s about redefining it.
Identity That Has Room to Grow
One thing that stands out across Super Top Secret’s work is that their branding never stops at a logo.
Every identity feels like a complete system built to express the personality of the brand across every touchpoint.
Their work for Podium is a great example. The logo is only one piece of a much larger visual language. Bold crops, playful scale, and thoughtful graphic elements all work together to create something that feels cohesive without becoming repetitive.
That flexibility makes the brand feel fresh no matter where you encounter it.
Purposeful Creativity
One thing you’ll notice throughout Super Top Secret’s portfolio is their willingness to make unexpected ideas feel completely natural. Take the bee-and-bacon icon, for example. It’s playful, memorable, and unlike anything you’d expect to see, yet it still feels intentional. It’s the kind of creative thinking that catches your attention without distracting from the brand itself.
That same approach carries across their identity work. Every project has its own personality, but none of it feels different just for the sake of being different. The creative decisions always support the larger story the brand is trying to tell.
Why Super Top Secret is a Moist Favorite Creative Agency
Across every project, there’s one thing that consistently stands out: intention.
Their work isn’t designed to blend into what’s already out there. It’s built to become the work everyone else references later.
That’s what makes Super Top Secret one of our Moist Favorite Creative Agencies. They don’t chase trends or categories—they create brands with enough clarity and personality that the industry eventually starts chasing them.
Check ’em out: https://wearetopsecret.com/
Watch the full video here: https://youtube.com/shorts/MtbgmzKUJc8?si=yWS7edvA05e1TA5Q
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