Motorway Driving the brand from disruptor to leader.

Motorway is reshaping the car market, offering a seamless end-to-end service that connects car owners with a vast network of verified dealers bidding to buy their car in a daily online auction. But the brand’s identity had evolved past its original design, no longer capturing its forward-thinking vision and ambitious future.

The restage was anchored by a simple, yet powerful idea: Every Mile of the Journey. A bold visual identity that celebrates a more efficient, transparent way to transact, step by step, online.

We built upon the original inspiration of British road signage, drawing on Margaret Calvert’s principle of “Simplify to Communicate.” The Motorway wordmark was reworked to assert greater presence and clarity. A newly refined forward-facing chevron aligns perfectly with the rest of the typography, reinforcing the brand’s commitment to progress.

The typographic system has evolved, now featuring New Transport, a clean, functional typeface designed for legibility across every touchpoint. Paired with Reckless, a new serif typeface, the brand speaks with precision and personality, balancing professionalism with warmth at every moment of the user journey.

Motorway’s yellow has shifted from a harsh, cautionary tone to a warmer, more welcoming hue that enhances legibility and radiates confidence.

To inject a sense of playfulness and engagement, we introduced 3D “Motormoji” icons that punctuate key moments in the user experience. Each icon carries its own unique movement, bringing personality and a touch of joy to interactions with the platform.

The goal was clear: elevate the brand to match Motorway’s innovation. The result is a bold, refined identity that positions the company as a category-defining leader, embodying confidence, clarity, and a joyful user experience.