Going the Extra Mile

MOOG is an icon in the automotive aftermarket and Federal-Mogul Motorparts is determined to keep it that way. With help from PUSH 22, they’ve embarked on a marketing rethink that started with a logo refresh and encompasses a 360-degree campaign starring TV’s Mike Rowe.

Original and New MOOG logos

Don’t Mess with MOOG

The iconic MOOG logo is proudly plastered on toolboxes and repair bay walls all over the U.S., so a total redesign was never really a consideration. Instead, we opted for a logo refresh with subtle type and design enhancements. We also introduced new usage, typography, and color standards to guide other aspects of the brand refresh.

Red, White and Blue and Yellow

You don’t get to be the most trusted chassis brand in the U.S. without a lot of hard work, so we built a campaign that explored the many ways that MOOG goes “the extra mile” to test its products and support its customers. We engaged TV’s Mike Rowe to narrate the journey which encompassed print, radio, digital video, online advertising, social, and CRM.

MOOG print advertisement

Mike Meets Mike … and Dennis and Richard

Mike Rowe knows his way around a worksite, so it only made sense to take him to the MOOG facilities in St. Louis and Boaz, Alabama. We asked him to find out exactly what “going the extra mile” really means and the result is a fun and fast-paced video series that sees Mike at his off-the-cuff, tongue-in-cheek best.

A Total Brand Refresh

From print to packaging to product bulletins to internal communications, we helped the MOOG team update all of their important marketing touchpoints with the new look, feel, and messaging.