Zoopla2020 — Present

AutoTrader
2019 — 2020

Financial Times
2018 — 2019
The Telegraph
2015 — 2018

AutoTrader

2019 — 2020

As Principal Designer at AutoTrader, I led a strategic brand refresh initiative, implementing an enhanced design language across key vertical landing pages. This initiative followed a comprehensive information architecture optimisation project for autroader.co.uk.

The project scope involved modernising user interface designs, establishing refined art direction standards, and elevating web patterns to maximise product performance.

I led the development and implementation of ATDS (AutoTrader Design System), creating B2B and B2C pattern libraries supported by a comprehensive documentation hub.

100% AutoTrader, UK’s carmarketplace leader

Updated colour palette, application, use and colour contrast

Revised and updated art direction. A more relatable brand

Brand moodboards used in user testing for validation

Bespoke set of responsive iconography system for AutoTrader

Bespoke pictogram system and language

Detailed study of final user interface language and interaction

User interface language development and application

High fidelity studies

Sample of some final patternes in production delivering high brand volume

Hector Crespo Gonzalez

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