Couple ways to go about it... The wiring itself wouldn't be hard, just splice into the hot for the parking lights. Figure a dremel tool to cut out lettering. A piece of clear or red plexiglass behind it, the lights might be in somekind of enclosure so you don't see the beam under the car so to speak. Nice idea, very similar to what Pontiac did with the Sunbird (I think that was the name of it)..
Correction - Sunfire (Thanks Roca)