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 international contemporary art fair that transforms The Mandrake Hotel in Fitzrovia into a week-long exhibition space. Rather than occupying traditional gallery halls, exhibitors take over the hotel's bedrooms, suites and public spaces, creating an immersive experience where visitors encounter art throughout the building.
Since 2023, I have led the evolution of the fair's visual identity, shaping how the brand is expressed across successive editions. Working across brand identity, campaign design, social media, print collateral, motion and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
Minor Attractions is an international contemporary art fair that transforms The Mandrake Hotel in Fitzrovia into a week-long exhibition space. Rather than occupying traditional gallery halls, exhibitors take over the hotel's bedrooms, suites and public spaces, creating an immersive experience where visitors encounter art throughout the building.
Since 2023, I have led the evolution of the fair's visual identity, shaping how the brand is expressed across successive editions. Working across brand identity, campaign design, social media, print collateral, motion and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
CHALLENGE
Since 2023, I have led the evolution of the Minor Attractions visual identity, shaping how the fair presents itself across successive editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
Reflecting on the success of last years edition, Minor Attractions has grown from a boutique art fair into a major cultural event in the London art calendar, attracting over 35,000 visitors across the week in 2025, the identity needed to support a broader audience without losing the independent spirit that made the fair distinctive.
The event's setting introduced an additional layer of complexity. Hosted throughout The Mandrake Hotel, a venue already known for its highly curated and visually expressive interiors, there was often little distinction between what belonged to the fair and what belonged to the hotel itself. As the event grew, the identity needed to establish greater visual ownership within the space while remaining sympathetic to its surroundings. The challenge was not simply to promote the event, but to create a more distinctive and scalable brand capable of supporting the fair's increasing ambition while strengthening recognition across every touchpoint.
Since 2023, I have led the evolution of the Minor Attractions visual identity, shaping how the fair presents itself across successive editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
Reflecting on the success of last years edition, Minor Attractions has grown from a boutique art fair into a major cultural event in the London art calendar, attracting over 35,000 visitors across the week in 2025 along with a multitude of sponsors. Because of this growth, the identity needed to support a broader audience without losing the independent spirit that made the fair distinctive.
The event's setting introduced an additional layer of complexity. Hosted throughout The Mandrake Hotel, a venue already known for its highly curated and visually expressive interiors, there was often little distinction between what belonged to the fair and what belonged to the hotel itself. As the event grew, the identity needed to establish greater visual ownership within the space while remaining sympathetic to its surroundings. The challenge was not simply to promote the event, but to create a more distinctive and scalable brand capable of supporting the fair's increasing ambition while strengthening recognition across every touchpoint.
APPROACH
Rather than treating each edition as a standalone campaign, the identity was developed as an evolving system. The focus was on building long-term brand equity through refinement rather than reinvention, allowing the visual language to mature alongside the fair itself.
Across successive editions, core elements were strengthened, new visual expressions introduced and the overall system expanded to perform across an increasingly diverse range of applications. From large-scale environmental graphics and wayfinding to digital campaigns, social content and printed materials, every element was designed to contribute to a cohesive and recognisable brand experience.
Most recently, the identity has undergone a significant refinement, introducing a more distinctive visual language and an evolved wordmark that strengthens the fair's presence across physical and digital environments. While retaining the playful and unconventional character that audiences had come to associate with Minor Attractions, the updated identity provides a more confident foundation for the fair's continued growth.
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.
ROLE & DELIVERABLES
My Role
Creative Director, 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
Over three years, Minor Attractions has evolved from a boutique cultural event into a recognised fixture within London's contemporary art calendar, attracting more than 35,000 visitors across the week in 2025.
Through an ongoing partnership with the founders, the identity has developed from an initial visual refresh into a scalable brand system capable of supporting the fair's continued growth. The work has strengthened recognition across successive editions while providing the flexibility needed to adapt to new audiences, exhibitors and experiences.
A key learning from the project has been the value of evolution over replacement. By building on established brand equity rather than reinventing the identity each year, the fair has been able to maintain continuity while continuing to feel fresh and relevant.
The project has also reinforced the importance of creating brands that respond to their context. Working within such a visually distinctive environment highlighted the need for stronger visual ownership and clearer differentiation, shaping a more strategic approach to how identities function within complex real-world settings.
As the fair continues to grow, my role has expanded beyond design execution to helping shape the future direction of the brand, ensuring it remains distinctive, adaptable and culturally relevant for years to come.
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 international contemporary art fair that transforms The Mandrake Hotel in Fitzrovia into a week-long exhibition space. Rather than occupying traditional gallery halls, exhibitors take over the hotel's bedrooms, suites and public spaces, creating an immersive experience where visitors encounter art throughout the building.
Since 2023, I have led the evolution of the fair's visual identity, shaping how the brand is expressed across successive editions. Working across brand identity, campaign design, social media, print collateral, motion and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
CHALLENGE
Since 2023, I have led the evolution of the Minor Attractions visual identity, shaping how the fair presents itself across successive editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
Reflecting on the success of last years edition, Minor Attractions has grown from a boutique art fair into a major cultural event in the London art calendar, attracting over 35,000 visitors across the week in 2025, the identity needed to support a broader audience without losing the independent spirit that made the fair distinctive.
The event's setting introduced an additional layer of complexity. Hosted throughout The Mandrake Hotel, a venue already known for its highly curated and visually expressive interiors, there was often little distinction between what belonged to the fair and what belonged to the hotel itself. As the event grew, the identity needed to establish greater visual ownership within the space while remaining sympathetic to its surroundings. The challenge was not simply to promote the event, but to create a more distinctive and scalable brand capable of supporting the fair's increasing ambition while strengthening recognition across every touchpoint.
APPROACH
Rather than treating each edition as a standalone campaign, the identity was developed as an evolving system. The focus was on building long-term brand equity through refinement rather than reinvention, allowing the visual language to mature alongside the fair itself.
Across successive editions, core elements were strengthened, new visual expressions introduced and the overall system expanded to perform across an increasingly diverse range of applications. From large-scale environmental graphics and wayfinding to digital campaigns, social content and printed materials, every element was designed to contribute to a cohesive and recognisable brand experience.
Most recently, the identity has undergone a significant refinement, introducing a more distinctive visual language and an evolved wordmark that strengthens the fair's presence across physical and digital environments. While retaining the playful and unconventional character that audiences had come to associate with Minor Attractions, the updated identity provides a more confident foundation for the fair's continued growth.
ROLE & DELIVERABLES
My Role
Creative Director, 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
Over three years, Minor Attractions has evolved from a boutique cultural event into a recognised fixture within London's contemporary art calendar, attracting more than 35,000 visitors across the week in 2025.
Through an ongoing partnership with the founders, the identity has developed from an initial visual refresh into a scalable brand system capable of supporting the fair's continued growth. The work has strengthened recognition across successive editions while providing the flexibility needed to adapt to new audiences, exhibitors and experiences.
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 international contemporary art fair that transforms The Mandrake Hotel in Fitzrovia into a week-long exhibition space. Rather than occupying traditional gallery halls, exhibitors take over the hotel's bedrooms, suites and public spaces, creating an immersive experience where visitors encounter art throughout the building.
Since 2023, I have led the evolution of the fair's visual identity, shaping how the brand is expressed across successive editions. Working across brand identity, campaign design, social media, print collateral, motion and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
CHALLENGE
Since 2023, I have led the evolution of the Minor Attractions visual identity, shaping how the fair presents itself across successive editions. Working across brand identity, campaign design, social media, print collateral and environmental graphics, my role has been to develop a visual language capable of growing alongside the event while remaining recognisable and coherent across every touchpoint.
Reflecting on the success of last years edition, Minor Attractions has grown from a boutique art fair into a major cultural event in the London art calendar, attracting over 35,000 visitors across the week in 2025, the identity needed to support a broader audience without losing the independent spirit that made the fair distinctive.
The event's setting introduced an additional layer of complexity. Hosted throughout The Mandrake Hotel, a venue already known for its highly curated and visually expressive interiors, there was often little distinction between what belonged to the fair and what belonged to the hotel itself. As the event grew, the identity needed to establish greater visual ownership within the space while remaining sympathetic to its surroundings. The challenge was not simply to promote the event, but to create a more distinctive and scalable brand capable of supporting the fair's increasing ambition while strengthening recognition across every touchpoint.
APPROACH
Rather than treating each edition as a standalone campaign, the identity was developed as an evolving system. The focus was on building long-term brand equity through refinement rather than reinvention, allowing the visual language to mature alongside the fair itself.
Across successive editions, core elements were strengthened, new visual expressions introduced and the overall system expanded to perform across an increasingly diverse range of applications. From large-scale environmental graphics and wayfinding to digital campaigns, social content and printed materials, every element was designed to contribute to a cohesive and recognisable brand experience.
Most recently, the identity has undergone a significant refinement, introducing a more distinctive visual language and an evolved wordmark that strengthens the fair's presence across physical and digital environments. While retaining the playful and unconventional character that audiences had come to associate with Minor Attractions, the updated identity provides a more confident foundation for the fair's continued growth.
ROLE & DELIVERABLES
My Role
Creative Director, 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
Over three years, Minor Attractions has evolved from a boutique cultural event into a recognised fixture within London's contemporary art calendar, attracting more than 35,000 visitors across the week in 2025.
Through an ongoing partnership with the founders, the identity has developed from an initial visual refresh into a scalable brand system capable of supporting the fair's continued growth. The work has strengthened recognition across successive editions while providing the flexibility needed to adapt to new audiences, exhibitors and experiences.
A key learning from the project has been the value of evolution over replacement. By building on established brand equity rather than reinventing the identity each year, the fair has been able to maintain continuity while continuing to feel fresh and relevant.
The project has also reinforced the importance of creating brands that respond to their context. Working within such a visually distinctive environment highlighted the need for stronger visual ownership and clearer differentiation, shaping a more strategic approach to how identities function within complex real-world settings.
As the fair continues to grow, my role has expanded beyond design execution to helping shape the future direction of the brand, ensuring it remains distinctive, adaptable and culturally relevant for years to come.
Minor Attractions
Evolving the identity of one of London's most distinctive contemporary art fairs.
Brand & Identity
Event Collateral
Social Media
PORTFOLIO