Hi, I’m Taylor,
a design-first ACD.
I specialize in strategic branding and creative storytelling through digital media.
Being “Part” of the DIY Community
In 2025, GM Genuine Parts & ACDelco came to Weber Shandwick in need of a distinct tone of voice and personality for social media that would resonate with the DIY car community.
By leaning into the culture, humor and universal truths of “car guys”, we built an authentic brand presence that speaks directly to enthusiasts. Through relatable storytelling and culturally relevant content, ACDelco has been able to connect with its audience on a deeper level—transforming from just a trusted parts supplier into a brand with personality and community.
Role: Creative direction, design, content creation
The Content
ACDelco’s social presence is a blend of cultural moments, trending content and educational posts, with “car guy” cultural at the center of every narrative.
Credits:
Client: GM Genuine Parts & ACDelco
Agency: Weber Shandwick
ACD/Creative Lead: Taylor Gabrish
Art Directors: Nicole Borchenko,
Alicia Lyon, CJ Villaflor
Copywriters: Brady Fredericksen,
Caroline Price
Content Creator: Sal Catherinccia
Meet Lenny
On social media, ACDelco needs to be more than just a parts supplier. They should present themselves as a brand with personality—both a trusted source of knowledge and a genuine participant in the DIY car community. That identity is embodied in one persona:
Lenny the DIYer.
Bob Vila
Lenny works hard. He takes pride in tackling projects himself and is always willing to put in
the time to learn the right way to do the job.
He’s deeply in tune with DIY car culture, from the pride that comes with turning a wrench to the humor and inside jokes that make the community feel like family.
Ken Block
Rob Kenny
Rob Dahm
His Inspo
