Automotive aftermarket parts giant, Federal Mogul, was about to launch three new Technical Training Centers around the US (Chicago, The Bronx, and Van Nuys) and needed to create some buzz, but more importantly wanted to give the program its own brand identification to reach installers and promote the initiative through multiple channels of engagement. 

 

The ‘Garage Gurus’ brand was conceived starting with an identity system that was bold, tough, and gritty. Print advertising, custom invitation packages, vehicle wraps, apparel, and digital components were rolled out to establish the campaign and attract attention to the grand openings initiative. 

 

Danny ‘The Count’ Koker from History Channel’s Counting Cars was brought on board as a celebrity spokesperson that mechanics and parts installers could identify with because of his vast knowledge and popularity in the aftermarket and custom automobile community.