2023 - PRESENT
2023 - PRESENT
2023 - PRESENT
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Web Design
Event Collateral
Social Media
Social Media
2023 - PRESENT
Overview
Minor Attractions is an independent contemporary art fair held annually during London's October art season. For one week, The Mandrake Hotel is transformed into a fully immersive exhibition space, with artworks inhabiting guest rooms, suites and communal areas, accompanied by a programme of talks, performances and cultural events.
Minor Attractions is an independent contemporary art fair held annually during London's October art season. For one week, The Mandrake Hotel is transformed into a fully immersive exhibition space, with artworks inhabiting guest rooms, suites and communal areas, accompanied by a programme of talks, performances and cultural events.
Minor Attractions is an art fair designed to take the stress out of reservations and scheduling. From boutique hotels to large venues, spas and appointment-driven environments, Bouk helps operators streamline bookings with clarity and ease. The platform existed before, but its identity and visual language felt clunky and disconnected from the simplicity and reliability it aimed to provide.
CHALLENGE
Since 2023, I have led the visual identity of the fair, shaping its evolution across multiple editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to create a visual language capable of growing alongside the event while remaining instantly recognisable year after year.
As the fair expanded, so too did the demands placed on the identity. Rather than reinventing the brand with each edition, the approach focused on evolution over replacement. Each year introduced new visual ideas, refined existing elements and strengthened the overall system, allowing the brand to mature while maintaining continuity across every touchpoin
APPROACH
The identity needed to perform across a broad range of applications. From large-scale environmental graphics and wayfinding throughout the hotel, to printed materials, digital campaigns and social content, every element was designed to work cohesively within a flexible and expressive framework.
The rebrand began with a simple question: how do you make something as functional as booking software feel effortless and inviting? I looked to Bouk’s mission—removing hassle and enabling people to focus on what matters—and built a design philosophy around ease, warmth and distinction. Rather than following industry clichés, we aimed to create a visual language that signals reliability without feeling corporate.
For the 2026 edition, this evolution culminated in a significant refinement of the brand's wordmark. While retaining the playful character that had become synonymous with Minor Attractions, the new logo introduced a more fluid and dynamic structure, creating a stronger sense of movement and individuality. The redesign improved flexibility across formats while establishing a more distinctive and ownable visual asset for the fair's next chapter.
Over three years, the identity has developed into a scalable design system that reflects the spirit of the event itself - curious, unconventional and constantly evolving. Through an ongoing partnership with the Minor Attractions team, the brand has grown from a single annual campaign into a recognisable cultural identity that continues to adapt with each new edition.
Key to this was establishing a sense of calm. I explored ways to translate the ethos of “less faff, more flow” into every element of the brand. We knew the identity had to stand apart from competitors, so I worked on a bespoke mark that feels both modern and approachable. To humanise the technology, the visual direction leaned into genuine human moments and thoughtful composition. At the same time, the interface framework needed to be simple and intuitive, so that users could navigate without friction.
ROLE & DELIVERABLES
My Role
Brand Lead & Designer (2023 - Present)
Responsible for the ongoing development of the Minor Attractions identity, shaping the visual direction of the fair across multiple editions and ensuring consistency across all audience touchpoints.
As the lead and sole designer, I oversaw the entire creative process:
Designed a stylised logo and supporting marks
Developed a user‑friendly, UI‑led design system
Selected and implemented typography and colour palette
Directed photography and imagery style
Conceptualised motion and interaction guidelines
Produced social and marketing templates
Deliverables
Brand strategy implementation
Identity design and evolution
Logo redesign
Campaign creative
Art direction
Social media assets
Motion design
Environmental graphics
Print collateral
Signage and wayfinding
Digital design
As the lead and sole designer, I oversaw the entire creative process:
Designed a stylised logo and supporting marks
Developed a user‑friendly, UI‑led design system
Selected and implemented typography and colour palette
Directed photography and imagery style
Conceptualised motion and interaction guidelines
Produced social and marketing templates
OUTCOMES & LEARNINGS
Working on Minor Attractions across three consecutive editions provided a unique opportunity to evolve a cultural brand over time rather than treating each year as a standalone campaign.
Through continuous refinement, the identity has grown into a more cohesive and flexible system capable of supporting an increasingly ambitious programme of exhibitions, events and experiences.
The project strengthened my understanding of brand stewardship and the value of incremental change. Rather than pursuing reinvention, each iteration focused on building upon what already existed, identifying opportunities to improve consistency, flexibility and distinctiveness while maintaining familiarity.
The latest evolution of the identity, currently in development for the 2026 edition, explores how the brand can continue to mature while preserving the character that has become synonymous with the fair. This process has reinforced the importance of balancing experimentation with continuity, particularly within cultural brands where audiences value both recognition and novelty.
Perhaps the most valuable lesson has been learning how to design systems that remain adaptable over time. Working across identity, campaign design, social content, print and environmental applications has highlighted the importance of creating brands that can evolve alongside the organisations they represent.
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Social Media
PORTFOLIO
More Projects
More Projects
More Projects
2023 - PRESENT
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Web Design
Social Media
Social Media
2023 - PRESENT
Overview
Minor Attractions is an independent contemporary art fair held annually during London's October art season. For one week, The Mandrake Hotel is transformed into a fully immersive exhibition space, with artworks inhabiting guest rooms, suites and communal areas, accompanied by a programme of talks, performances and cultural events.
CHALLENGE
Since 2023, I have led the visual identity of the fair, shaping its evolution across multiple editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to create a visual language capable of growing alongside the event while remaining instantly recognisable year after year.
As the fair expanded, so too did the demands placed on the identity. Rather than reinventing the brand with each edition, the approach focused on evolution over replacement. Each year introduced new visual ideas, refined existing elements and strengthened the overall system, allowing the brand to mature while maintaining continuity across every touchpoin
APPROACH
The identity needed to perform across a broad range of applications. From large-scale environmental graphics and wayfinding throughout the hotel, to printed materials, digital campaigns and social content, every element was designed to work cohesively within a flexible and expressive framework.
For the 2026 edition, this evolution culminated in a significant refinement of the brand's wordmark. While retaining the playful character that had become synonymous with Minor Attractions, the new logo introduced a more fluid and dynamic structure, creating a stronger sense of movement and individuality. The redesign improved flexibility across formats while establishing a more distinctive and ownable visual asset for the fair's next chapter.
Over three years, the identity has developed into a scalable design system that reflects the spirit of the event itself - curious, unconventional and constantly evolving. Through an ongoing partnership with the Minor Attractions team, the brand has grown from a single annual campaign into a recognisable cultural identity that continues to adapt with each new edition.
ROLE & DELIVERABLES
My Role
Brand Lead & Designer (2023 - Present)
Responsible for the ongoing development of the Minor Attractions identity, shaping the visual direction of the fair across multiple editions and ensuring consistency across all audience touchpoints.
Deliverables
Brand strategy implementation
Identity design and evolution
Logo redesign
Campaign creative
Art direction
Social media assets
Motion design
Environmental graphics
Print collateral
Signage and wayfinding
Digital design
OUTCOMES & LEARNINGS
Working on Minor Attractions across three consecutive editions provided a unique opportunity to evolve a cultural brand over time rather than treating each year as a standalone campaign.
The visual system feels purposeful and approachable, reinforcing the platform’s focus on ease and clarity. The identity gives the product a more confident presence in a competitive marketplace and aligns the brand with the simplicity and accessibility users expect.
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Social Media
PORTFOLIO
More Projects
More Projects
More Projects
2023 - PRESENT
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Event Collateral
Social Media
Social Media
2023 - PRESENT
Overview
Minor Attractions is an independent contemporary art fair held annually during London's October art season. For one week, The Mandrake Hotel is transformed into a fully immersive exhibition space, with artworks inhabiting guest rooms, suites and communal areas, accompanied by a programme of talks, performances and cultural events.
CHALLENGE
Since 2023, I have led the visual identity of the fair, shaping its evolution across multiple editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to create a visual language capable of growing alongside the event while remaining instantly recognisable year after year.
As the fair expanded, so too did the demands placed on the identity. Rather than reinventing the brand with each edition, the approach focused on evolution over replacement. Each year introduced new visual ideas, refined existing elements and strengthened the overall system, allowing the brand to mature while maintaining continuity across every touchpoin
APPROACH
The identity needed to perform across a broad range of applications. From large-scale environmental graphics and wayfinding throughout the hotel, to printed materials, digital campaigns and social content, every element was designed to work cohesively within a flexible and expressive framework.
For the 2026 edition, this evolution culminated in a significant refinement of the brand's wordmark. While retaining the playful character that had become synonymous with Minor Attractions, the new logo introduced a more fluid and dynamic structure, creating a stronger sense of movement and individuality. The redesign improved flexibility across formats while establishing a more distinctive and ownable visual asset for the fair's next chapter.
Over three years, the identity has developed into a scalable design system that reflects the spirit of the event itself - curious, unconventional and constantly evolving. Through an ongoing partnership with the Minor Attractions team, the brand has grown from a single annual campaign into a recognisable cultural identity that continues to adapt with each new edition.
ROLE & DELIVERABLES
My Role
Brand Lead & Designer (2023 - Present)
Responsible for the ongoing development of the Minor Attractions identity, shaping the visual direction of the fair across multiple editions and ensuring consistency across all audience touchpoints.
Deliverables
Brand strategy implementation
Identity design and evolution
Logo redesign
Campaign creative
Art direction
Social media assets
Motion design
Environmental graphics
Print collateral
Signage and wayfinding
Digital design
OUTCOMES & LEARNINGS
Working on Minor Attractions across three consecutive editions provided a unique opportunity to evolve a cultural brand over time rather than treating each year as a standalone campaign.
Through continuous refinement, the identity has grown into a more cohesive and flexible system capable of supporting an increasingly ambitious programme of exhibitions, events and experiences.
The project strengthened my understanding of brand stewardship and the value of incremental change. Rather than pursuing reinvention, each iteration focused on building upon what already existed, identifying opportunities to improve consistency, flexibility and distinctiveness while maintaining familiarity.
The latest evolution of the identity, currently in development for the 2026 edition, explores how the brand can continue to mature while preserving the character that has become synonymous with the fair. This process has reinforced the importance of balancing experimentation with continuity, particularly within cultural brands where audiences value both recognition and novelty.
Perhaps the most valuable lesson has been learning how to design systems that remain adaptable over time. Working across identity, campaign design, social content, print and environmental applications has highlighted the importance of creating brands that can evolve alongside the organisations they represent.
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Social Media
PORTFOLIO