George Hay – Design & Direction

Designer and art director focused on shaping brand experiences. Currently at Motorway – a company building a better car market. Based in Brighton, UK.

Motorway Brand Refresh

Role

Senior Brand Designer

Year

2025

In October 2024, Motorway joined forces with strategy partners TwentyFirstCenturyBrand and branding agency Otherway to uncover the strategic and creative direction for the brand’s next stage of growth.

The strategy set out to reposition Motorway from plucky disruptor to category leader. The visual expression that followed was anchored to a simple, yet powerful idea: 'Every mile of the journey'.

Working as an extension of the Otherway team, together, we created a bold, new identity designed to celebrate a more efficient, transparent way for car sellers and dealers to transact.

I co-led the implementation of the refreshed brand working across brand, product and engineering.

A crucial part of this project was about closing the gap between the seller & dealer sides of the Motorway marketplace to create one unified identity that could flex seamlessy between its B2C and B2B audiences.

Following the rollout, we overhauled our email design system that had become outdated and difficult to use. I led the design of this project building out a library of flexible styles and components.

Following the rollout, we overhauled our email design system that had become outdated and difficult to use. I led the design of this project building out a library of flexible styles and components. ↓

I've also been responsible for designing and maintaining Motorway's Brand Hub - a tool now heavily relied upon by both internal and external partners.

I've also been responsible for designing and maintaining Motorway's Brand Hub - a tool now heavily relied upon by both internal and external partners. ↓

Motorway – Selected Works

Role

Senior Brand Designer

Year

2022-2024

Motorway is a used car marketplace leveraging technology to build a better car market for everyone.

Since joining in 2022, I have significantly contributed to the company's brand development and design initiatives during its rapid growth from start-up to scale-up.

I've been fortunate to have worked on all aspects of the brand catering for a range of audiences – from sellers (B2C), dealers (B2B), right through to internal comms. Below are a selection of projects i've had the pleasure of working on.

In Spring 2023, in collaboration with the top-of-funnel product squad, we embarked on a full redesign of the seller homepage. I led the design from a visual & brand design perspective.

In Spring 2023, in collaboration with the top-of-funnel product squad, we embarked on a full redesign of the seller homepage. I led the design from a visual & brand design perspective. ↓

I defined the art direction and approach to lifestyle photography.

I defined the art direction and approach to lifestyle photography. ↓

I helped create, document and maintain our icon library - used widely throughout product and marketing.

I helped create, document and maintain our icon library - used widely throughout product and marketing. ↓

Performance marketing has been a very active channel at Motorway. Working closely with the performance team, I designed and created a template system to enable faster experimentation.

Motion design
Barney Fagan

Performance marketing has been a very active channel at Motorway. Working closely with the performance team, I designed and created a template system to enable faster experimentation. ↓

Motion design
Barney Fagan

Performance marketing has been a very active channel at Motorway. Working closely with the performance team, I designed and created a template system to enable faster experimentation. ↓

Motion design
Barney Fagan

Out of home billboards – it's always fun to see your work out in the wild.

Out of home billboards – it's always fun to see your work out in the wild. ↓

'Bidmania' was a campaign idea developed by Wonderhood Studios. The idea aimed to dramatise the bidding process between dealers to show how sellers could get the best price for their car. I helped art direct the campaign assets into a toolkit that supported a national TV and OOH media campaign.

Art direction and illustration for a campaign to encourage car owners to think twice before part-exchanging their vehicles.

Art direction and illustration for a campaign to encourage car owners to think twice before part-exchanging their vehicles. ↓

Car Value Tracker was a tool launched enabling car owners to track the value of their car over time, much like they would with their property or investments.

I was responsible for art direction and design of all campaign assets.

Car Value Tracker was a tool Motorway launched that enable car owners to track the value of their car over time, much like they would with their property or investments.

I was responsible for art direction and design of all campaign assets. ↓

Car Value Tracker was a tool Motorway launched enabling car owners to track the value of their car over time, much like they would with their property or investments.

I was responsible for art direction and design of all campaign assets. ↓

A (small) sample of some of the email campaigns targeted at prospective sellers.

A (small) sample of some of the email campaigns targeted at prospective sellers. ↓

Illustration formed a big part of Motorway's brand expression. Here are a few examples of my illustrations finding their way into the product.

Illustration formed a big part of Motorway's brand expression. Here are a few examples of my illustrations finding their way into the product. ↓

The Motorway platform serves thousands of verified car dealers every day. In addition to appealing to our consumer audience (sellers), the B2B brand needed to excite and engage its network of dealers through various marketing initiatives.

As Motorway scaled, so did its need to engage a growing workforce across its internal comms. Here's a selection of projects I was involved in that were designed to do just that.

As Motorway scaled, so did its need to engage a growing workforce across its internal comms. Here's a selection of projects I was involved in that were designed to do just that. ↓

Not long after joining, Motorway expanded both of its offices in London & Brighton. Working with external partners, I was tasked with overseeing the interior design across all three floors of the Brighton office.

A particular highlight of this project was commissioning and art directing illustrator Laurie Avon to create a 12ft mural.

A particular highlight of this project was commissioning and art directing illustrator Laurie Avon to create a 12ft mural. ↓

Profile Pensions

Year

2017-2022

Role

Senior Designer (Brand & Product)

The subject of pensions suffers from a pretty low level of engagement in the UK. Profile Pensions was set up to help people better understand their pensions, allowing them to be more informed and ultimately better off in retirement. I joined the company in 2017, and being the sole designer within a rapidly changing startup environment meant working expansively across brand, product, and everything in between.

Profile Pensions went on to be acquired by MoneyFarm.

Owen Bullett Studio

Year

2018

Role

Brand, Print

Artist and sculptor, Owen Bullett is known for his contemporary sculpture and playful explorations of the physical space. I worked with Owen to create a visual identity, and have since helped produce catalogues, exhibition cards and other printed applications.

A visit to Owen’s studio revealed a range of distinct patterns and textures, found in his models, sketches and the finished works themselves. These were produced as a series of graphical patterns that would form the basis of the visual identity.

Bullett Editions

Year

2018

Role

Brand, Web, Print

In addition to his studio practice, artist Owen Bullett launched a side collection of sculptural furniture under the name Bullett Editions. I helped realise how this would co-exist alongside Owen Bullett Studio, developing a mini site to showcase the range, promotional print catalogue, product cards, posters, and guidelines.

EqualsTwo

Year

2018

Role

Brand, Web

EqualsTwo is a startup playing the role of matchmaker, pairing like-minded charities with businesses & individuals that share similar values and beliefs. Founder, Leo Borg approached me looking for a brand identity and simple brochureware website.

tullochhay@gmail.com