MPA Branding

MPA, or Motorcar Parts of America, stands among the world’s largest producers of automotive aftermarket components. I provided this industry leader with a range of creative support to bring the historic brand under a comprehensive brand strategy. Across a combined portfolio of dozens of brands, multiple sales forces, and a customer list of major retailers, I delivered a broad range of services, from promotional and launch campaigns to training materials, packaging, website design, and tradeshow design.
Following a series of corporate challenges, MPA needed a reset but was conscientious of losing its existing mindshare to a complete redesign. I crafted a reposition highlighting the history of domestic manufacturing and a commitment to American excellence. Originally, MPA stood for Motorcar Parts and Accessories; I changed it to Motorcar Parts of America, a shift that gave an emotional resonance to their red, white, and blue colours.
Within the MPA family, a host of brands all required distinct, channel-specific strategies. I organised a coherent brand architecture and developed an evolved visual and written language for each product brand across packaging, collateral, and the web.