A MOJO Case Study

Nealey Automotive

Engagement started June 2017



Nealey Auto is a professional, purpose-driven, full-service auto repair facility located in Edgewater, MD. They are dedicated to serving all of your automotive repair, service and maintenance needs. Nealey Auto’s core purpose is helping people and inspiring values. They go above and beyond to create raving fans by offering unexpected extras such as loaner vehicles, happily employed ASE certified technicians, digital vehicle inspections, and more.


The Challenge

Nealey Auto Services was a new company with a great deal of potential, plans, energy, and the right values. They were trying to launch a new company in a saturated market with a history of questionable business practices and stigmas that even the most established and reputable companies had been battling for decades. Nealey Auto needed a brand that would set them apart from their competition and a marketing partner to help them scale their business both offline and online.


The Solutions

Nealey Auto Services and MOJO looked at the local auto service and national market to determine how the various brands represented themselves and specifically, what their brands represented. MOJO took the results from the samplings and started drafting mood boards, evaluating color psychology, and typography combinations. MOJO then leveraged the research to begin drafting logo concepts in pencil, then digitizing the logo in black and white, then finally, adding the selected color palette for the brand.

Upon completion of the main logo, MOJO developed a complete style guide, logo color, and layout combinations, and mocks of the logo in use. From that point, it was time to create the voice and message using video to help people understand the value of the Nealey brand. Using customer testimonials, cultural videos of the team, employee testimonials, and a message from AJ Nealey, the brand now had a powerful voice to drive the unique values, mission, and quality only it can offer.

Listen to a testimonial from AJ Nealey…


The Results

With a collaborative approach, MOJO and Nealey were able to grow the brand from a one garage bay to:

Multiple locations throughout Maryland

Design Logo and Established Robust Branding Guide

Assisted with the design and implementation of signage, including exterior monument sign


The Nealey brand needed a bold and steadfast feeling, that evokes a feeling of confidence that consumers were working with a known and trusted brand.


It was essential to capture the essence of Nealey Auto’s value proposition and their commitment to quality on camera. So much more can be expressed on film.

Very professional established company that is all about their clients. Whoever it is they work with, they make it all about them and getting the results that will bring them back for more MOJO. Highly recommended.

LogoZone Promotions

MOJO has been wonderful in providing the service and skill we like and continue to like. I look forward to a long a creative future with them. they are good people and I am proud to know them.

Robert Wall

Great partnership as our website host with superb customer care and support.

TheBWIBusiness Partnership

I have participated in events, training and education sponsored by the team at MOJO. I appreciate the creativity and knowledge they provide for their clients. The digital world changing all the time. If you partner with MOJO they will keep you on target and ahead of the curve.

Chuck MacDonald

They are professional, great to work with and very responsive. High quality product at a reasonable price. Value.

Kip Howlett

Very knowledgeable and friendly staff! A pleasure to work with!

Chris Jones

MOJO created an excellent SEO website for the Maryland Retailer’s Association and we couldn’t be happier. It was a pleasure to work with the team!

Cailey Locklair