An apparatus and method for thermally applying and removing a graphic to and from seat-belt webbing, the apparatus comprising a housing with an engagement slot to receive the seat-belt webbing and a graphic thermal coupon. The apparatus and graphic coupon useable without removing the seat belt webbing from the vehicle. The apparatus further useable while an occupant is seated with the seat belt fully engaged to allow the graphic coupon to be optimally positioned on the seat belt. The thermal graphic coupon comprising three layers including a heat transfer layer, a graphic membrane layer and an adhesive protective layer. The graphic membrane layer includes a graphic image that is actively applied to the seat belt webbing at specified temperatures without compromising the integrity of the seat belt webbing. The graphic is removed by reversing the process using a release sheet that preferentially absorbs the graphic membrane when reheated.