Garage Gurus

Introducing the Gurus

Reinvesting in its relationship with repair techs is a key priority for aftermarket parts supplier Federal-Mogul Motorparts (FMMP). As part of its reinvigorated “tech first” strategy, FMMP expanded and re-launched an ambitious new technical training and support program — with help from our team.

A New Brand

FMMP wanted to start with a brand that went beyond the standard “tech support and training” offered by most suppliers — and Garage Gurus was born. From naming to visual identity to key messaging, we created a truly unique brand that embraced the service tech culture.

360 Degrees

With a new visual identity in place, we began developing all of the support materials needed to launch the program into FMMP’s key distribution channels — from literature to building signage and vehicle wraps to advertising and the web.

Check out the Garage Gurus Website

Embracing the Culture

We knew that to be successful, the Garage Gurus brand had to fully embrace tech culture and that philosophy went right down to our event invitations. To support grand opening launch parties in New York, Los Angeles, and Chicago, we sent these unique Gurus toolboxes to key techs, customers and media members.


To launch the program to techs, the industry, and media, we put together grand opening events in Chicago, New York, and Los Angeles. Over the space of two weeks, we transformed each Guru Central facility for its “Black Carpet Premiere” with food trucks, the Jack Daniels event team, a DJ, tons of swag, and a special appearance by Danny Koker, the star of History Channel’s Counting Cars.