AIME has revealed a new brand identity marking a fresh chapter for Asia Pacific’s largest and longest-running business events trade show as it enters its 34th year. Coming off five consecutive years of growth, AIME has built a global profile as the show that international buyers, exhibitors and industry leaders return to year after year.
The rebrand signals the beginning of a new chapter for AIME, reflecting its growth ambitions and reinforcing the event’s position as one of the premier global business events industry gatherings.
The refreshed look is bolder, brighter and more contemporary, built around the tagline “Bring your ambition to Melbourne. Share it with the world.” At its centre is a new symbol formed from directional shapes that subtly spell out AIME.
The AIME brandmark reflects a modern, forward-thinking event and features a vibrant colour palette, refreshed imagery and motion design. The AIME symbol represents the strength of connection inherent to AIME and draws on Melbourne’s floral emblem, the native Paper Daisy. The flower’s resilience aligns with AIME’s purpose: the global industry coming together to create something stronger.
Melbourne Convention Bureau CEO Julia Swanson says the brand evolution reflects AIME’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 CEO Matt Pearce says AIME’s evolution and growth over years have shaped the brief for its new brand.
“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.”
AIME Marketing Director Monica Kent-Giles says the refresh moves the brand into a bolder, more contemporary space.
“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.”
AIME Event Director Silke Calder says the brand refresh aligns with the show expanding to its largest ever footprint as the domestic and international Hosted Buyer program opens.
“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.”
Alongside the new brand, applications are now open for the AIME 2027 Hosted Buyer Program, inviting qualified corporate event planners, incentive specialists and Professional Conference Organisers to experience Asia Pacific’s premier business events platform first-hand. The program pairs expert human curation with AI to deliver tailored, pre-scheduled appointments with top-tier global exhibitors.
Approved Hosted Buyers receive a fully supported attendance package: complimentary return flights, accommodation and a custom appointment diary, plus access to the Knowledge Monday program, networking events and the annual Welcome Event.
The new branding produced in partnership with Studio Quarantine will roll out across all event touchpoints, digital platforms and marketing campaigns in the lead-up to AIME 2027, returning to the Melbourne Convention and Exhibition Centre (MCEC) 15-17 February 2027.