Shop owners & technicians
Independent pros whose reputations ride on every repair. They needed a reason to trust genuine over aftermarket.
Doner Advertising · 2016 to 2017
Mopar
Making genuine parts the obvious choice.
A year of brand and retail design for Mopar at Doner, spanning a 60-page parts catalog, trade print, dealership collateral, and digital, all built to keep the brand visible from the showroom floor to the rear-view mirror.
The problem was preference, not awareness
Mopar is the parts and service brand behind Chrysler, Dodge, Jeep, and Ram. Everyone in the industry knows the name. The hard part is preference: when a part needs replacing, drivers and technicians reach for whatever is cheapest and closest, and that is rarely the genuine article.
The brief was to make Genuine Mopar Parts the obvious choice, and to do it in the places that decision actually gets made: the trade magazine, the service counter, the showroom floor, and the feed.
Three people deciding what part goes on the car
Dealership staff
The salespeople who recommend parts and accessories at the exact point of sale.
Enthusiasts & customers
Owners personalizing and maintaining vehicles they are genuinely proud of.
One brand, every touchpoint
Story through specs
Weave emotional brand storytelling through deep technical content, so specifications feel aspirational, not dry.
Trust over price
Argue for genuine parts on reputation and reliability, the things a technician actually stakes their name on.
Dealership as media
Turn the dealership itself into a channel, so every mirror, counter, and desk quietly sells the accessories program.
Scope of work
Design the annual Mopar and Jeep catalog
Build in-dealership POS material kits for Mopar
Conceptualize Mopar brand mnemonic systems
Create digital ads for FCA / Stellantis and Mopar promotions
2017 Mopar Performance Parts Catalog
Spanning 60 pages, this Mopar Performance Parts Catalog is built to serve both enthusiasts and dealership staff, weaving emotional brand storytelling through deep technical content across seven vehicle lineups: Dodge Challenger, Charger, Durango, and Dart, plus Chrysler 300, Ram 1500, and Ram 1500 Classic.
Magazine Print Ads
These magazine ads run in auto industry trade publications to position Genuine Mopar Parts as the obvious choice over aftermarket alternatives, speaking directly to the independent shop owners and technicians whose reputations ride on every repair.
Performance Parts Folding Poster
This foldable poster works as both a hangable poster and a portable parts catalog, designed to pass out at dealerships for customers to easily grab on their way through. The compact folded format makes it effortless to stock on counters and tuck into a customer's hand, keeping the Mopar brand visible long after the visit.
Mopar Window Clings
These rear-view mirror window clings extend the Mopar Accessories campaign into the dealership lot itself, turning every car on display into a touchpoint for the accessories program.
Mopar Digital
This collection of digital assets extends the Mopar campaign across the channels customers actually live in, from social feeds to display networks.
Dealership Vehicle Window Clings
A full series of vehicle window clings turned every car on the lot into an accessories touchpoint. Desktop writing mats did the same indoors, turning each salesperson's workspace into a passive Mopar Accessories showroom, front and center during the exact moment customers were negotiating their next vehicle.
Visible at every step of the dealership journey
By the end, Mopar had a consistent, premium presence at every stage of ownership: a 60-page catalog a technician could trust, trade ads that argued for genuine parts, and a dealership wrapped in the brand from the lot to the negotiating table. The throughline was simple. Make the genuine choice the easy one, everywhere the choice gets made.
