AIME Sets New Direction for 2027 with Refreshed Brand Identity

AIME Knowledge Monday Programme 2026 © AIME Melbourne

As AIME enters its 34th year, Asia Pacific’s longest-running business events trade show is marking the occasion with a new brand identity designed to reflect its growing international profile and ambitions.

The Melbourne-based show has recorded five consecutive years of growth and has established itself as a recurring meeting point for international buyers, exhibitors and business events leaders. Its new identity is intended to build on that trajectory while positioning AIME more firmly among the industry’s leading global gatherings.

At the centre of the rebrand is the new tagline, “Bring your ambition to Melbourne. Share it with the world.” The refreshed visual identity introduces a bolder and more contemporary aesthetic, combining vibrant colours, new imagery, motion design and a new symbol formed from directional shapes that subtly spell out AIME.

The symbol also draws on Melbourne’s floral emblem, the native Paper Daisy, whose resilience is intended to reflect the strength of connection at the heart of the show: the idea of a global industry coming together to create something stronger.

Melbourne Convention Bureau CEO Julia Swanson (right side) says the evolution of the brand reflects the show’s growing global standing.

"AIME has been the premier platform where international decision-makers connect and build long-term value in Melbourne. As the owners of AIME, MCB is proud to see the event's identity evolve. The new brand matches the ambition, energy and personality of the show itself, while underscoring AIME's role in driving real economic and intellectual growth across the globe.”

Talk2 Media & Events was commissioned to manage AIME in 2019, and the organiser says the experience of growing the show over the intervening years helped shape the brief for the new identity. CEO Matt Pearce points to the breadth of the community now gathering around the event and the way its influence extends beyond Melbourne itself.

“Every year, more than 5,000 people gather for AIME. They come from around the world to build relationships, trade ideas and forge the connections that drive the multi-billion-dollar global meetings, conventions and exhibitions industry forward. Then they disperse across the world, carrying what they learned at AIME back into their own markets and their own work.”
 

 
The new visual language was developed in partnership with Studio Quarantine. According to AIME Marketing Director Monica Kent-Giles, the objective was not simply to modernise the show’s appearance, but to create a more flexible identity capable of representing its next phase.

“We wanted an identity that feels modern, elevated and distinctly AIME. All the design elements, from the custom typography and colour palette to the versatile new symbol, give us a sophisticated, expressive visual toolkit. The refresh honours AIME's heritage while delivering a brand identity that aligns with where the show is heading.”

The new identity arrives as AIME prepares to expand to its largest-ever footprint, with applications now open for the 2027 Hosted Buyer Programme. The programme is targeting qualified corporate event planners, incentive specialists and Professional Conference Organisers, pairing expert human curation with AI to deliver tailored, pre-scheduled appointments with global exhibitors.

AIME Event Director Silke Calder (on the right) says the timing of the rebrand is therefore significant, as the show prepares for another expansion of its buyer and exhibitor community.

“At its core, the team set out to create a new identity that is contemporary and confident, a fresh take on what AIME is. AIME has always been about the strength of community and the magic that happens when people come together to collaborate and exchange ideas. This new brand identity comes at the perfect time as we build towards another record-breaking year for buyers and exhibitors.”

The 2027 Hosted Buyer Programme is aimed at qualified corporate event planners, incentive specialists and Professional Conference Organisers, offering an opportunity to experience AIME as part of a fully supported programme. The model combines human curation with AI to create tailored, pre-scheduled appointments between buyers and global exhibitors.

Approved Hosted Buyers receive complimentary return flights, accommodation and a customised appointment diary, alongside access to the Knowledge Monday programme, networking events and the annual Welcome Event.

The new identity will now be rolled out across AIME’s event touchpoints, digital platforms and marketing campaigns in the run-up to the 2027 edition.

AIME returns to the Melbourne Convention and Exhibition Centre from 15–17 February 2027, with its new identity accompanying the show into what its organisers describe as a new chapter in its development.
 

Powered by Meeting Media Company, publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.