Unlike GTA 1 and GTA 2's protagonists and GTA London's in-game depiction of other characters, the protagonists are depicted with hand-drawn, stylised art direction appropriate for the 1960s setting the game is set in, and appearing solely as Caucasian men in 1960s fashion and hairstyles. The appearance of certain characters are also based on various real-life celebrities as they appeared around the time.
Seemingly inspired by the Mod sub-culture, Morash is by far one the more frequently featured protagonists from the game, having been additionally illustrated in another artwork for the game, holding a shotgun. The aforementioned artwork has also been adopted for use as a Rockstar Games Social Club user avatar, the only one to represent the "Grand Theft Auto: London" category, and his appearance may hold a certain resemblance to The Beatles' bassist Paul McCartney.
Looks to be quite artistic and pretty wealthy. His appearance is most likely based on Only Fools and Horses character Aubrey 'Boycie' Boyce.
Here is a video to show the characters look in more detail in game.
As these protagonists are shared among both London 1969 and London 1961, they hold the position of being the only characters in a Rockstar open world sandbox game to be playable in more than one game. This position was later taken by John Marston from the Red Dead series, being playable in the 2010 title Red Dead Redemption, and during the epilogue of its 2018 prequel Red Dead Redemptiom II.