Women in Art Fair Rebrand

Championing Women Artists Reshaping the Art

“Women artists are still treated differently from men.”

— Yoko Ono

Women in Art Fair (WIAF) was founded to change the imbalance in the art world. There are some shocking statistics:

  • Only 3–5% of global auction sales are works by women artists

  • Women artists earn on average just 10–20% of what male artists earn

  • The median auction price for work by a woman artist is less than half that of a male artist

WIAF exists to democratise art, empower emerging talent, and celebrate creativity in women by bringing together commercial galleries, collectors, curators, and institutions to engage directly with one of the art market’s most persistent distortions: the systemic undervaluation of women’s artistic practice.

But it has evolved into more than an art fair. It's a movement, an art prize, and a voice for creative health. The previous identity no longer reflected WIAF's growing authority in the art world.

Two colorful notebooks, one purple with the text 'Championing women artists reshaping the art world', the other pink with the text 'Create Challenge Elevate' with Women in Art Fair logo.
Instagram post visuals for Women in Art Fair 2025 with colorful abstract background, large turquoise text reading "Open Call For women artists," event details, application deadline, website link, and mentions of the Women in Art Fair Prize.

Strategic Foundation behind Design

Before touching any design tools, we established three core brand principles that would drive every creative decision:

Contemporary & Approachable
Emerging artists needed to see themselves in this brand. It couldn't feel exclusive, institutional, or intimidating. It needed to feel like a community championing their work.

Authoritative & Elegant
To shift the art world's attention and attract collectors, galleries, and press, WIAF needed visual gravitas with bold colours and clean san serif typography that signals trust.

Distinctive & Optimistic
The summer event needed to radiate energy, optimism, and celebration. We are the driving force for positive change for all women as well as an inclusive community.

Brushstroke:
Voice Made Visible

At the heart of the rebrand is an expressive “WIAF” brushstroke—dynamic, gestural, and unapologetically bold. The mark's organic, handcrafted quality feels immediate and human, celebrating the remarkable women around us. It's free and individual; the form can expand, contract, and repeat, creating an infinitely flexible visual language that never feels rigid or formulaic.

Colour: Championing All Women

Summer colour mood baord, including pool floats, a striped sunshade, palm leaves, mixed berries, a flower show, a woman doing yoga outdoors, and a park scene in London with people relaxing on the grass.

The colour palette is inspired by summer, when the fair takes place: aqua blue, neon green, berry red, sunshine orange, and many more. The vibrant, expansive palette visually represents "all art by all women", celebrating diversity and empowering all women artists.

The system allows colours to clash and combine freely, liberating from old ideas and promoting the new. This flexibility ensures the brand stays fresh over the years while maintaining strong recognition.

A grid of nine colorful squares, each with a stylized dog silhouette that contains the text "Women in Art Fair CIC" in different color combinations.

Typography: Names that Command Respect

Social posts for Women in Art Fair The left is of Alison Mosshart with blonde hair, set against a purple background. The right portrait is of Ilona Szalay, an art prize winner, depicted in an abstract, colorful style against a dark blue background.

Women's names are set large and proud. Whether you are a rockstar or a rising star who just won our prize, all names are celebrated equally. This typographic treatment is visual allyship—celebrating all creative women with the attention they deserve.

The clean, contemporary sans-serif typography balances the organic brushstroke forms, providing structural authority. Information hierarchies are clear: the artist's name dominates, the fair name supports, practical details inform.

A woman holding a tote bag with colorful text, standing against a purple background. The bag reads 'Women in Art Fair celebrates all art by all women'. The person is wearing purple pants and white shoes with teal laces.
A women standing on a blue background holding a tote bag with a portrait of a woman and event information for Women in Art Fair.
A collection of fifteen colorful, brushstroke-like graphic designs arranged in a grid with three rows and five columns. Each design contains the text "Women in Art Fair CIC" in different color combinations and backgrounds.

In a world where gender inequality persists, Women in Art Fair offers something essential: hope, wrapped in joy, backed by defiant determination.

Three colorful posters with quotes from women artists, featuring the Women in Art Fair logo at the bottom of each poster.

Creative Direction & Design:
June Mineyama-Smithson (MAMIMU)

Client:
Women in Art Fair CIC

Women in Art Fair was founded by Jacqueline Harvey, award-winning businesswoman, Goldsmith alumna, and an wellbeing expert. The fair exists to democratise art, support emerging artists, promote creative health, be inclusive and diverse, and celebrate creativity in women.
Learn more at womeninartfair.com

Can we collaborate on your next branding project?

Artist and Design Consultant June Mineyama-Smithson with shoulder-length dark hair in a colorful orange, blue, and black patterned blazer standing in front of a vibrant art exhibition display with the words "Art of Reclaiming Focus" on it. 
Photo by Elaine Potter

I'm June, a London-based Japanese design consultant who creates visual identities that open doors, attract the right people, and scale your impact. I bring 20+ years of experience from leading branding agencies, with clients like PwC, LVMH, and Cathay Pacific, as well as boutique brands with big ambitions.

Let's talk if you're ready to:

  • Rebrand to match your growing ambitions

  • Launch with clarity and confidence

  • Stand out with authentic differentiation

  • Build a brand system that works as hard as you do

Get in touch ↓

Fun facts:

I'm also a lecturer at the University of the Arts London, a D&AD Awards Judge and New Blood Jury President, and an exhibiting artist at Kensington + Chelsea Art Week and ING Discerning Eye. My collaboration with neuroscientist Dr Tara Swart resulted in idents for ITV.

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