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.
Talk2Media and Events, which manages the show on behalf of Melbourne Convention Bureau, said the event has had five consecutive years of growth with AIME raising its global profile with international buyers, exhibitors and industry leaders return attending each year.
The new branding (above) was produced in partnership with Studio Quarantine and will roll out across all event touchpoints, digital platforms and marketing campaigns in the lead-up to AIME 2027 at Melbourne Convention and Exhibition Centre, February 15-17, 2027.
Julia Swanson, Melbourne Convention Bureau CEO
The new look is built around the tagline: “Bring your ambition to Melbourne. Share it with the world” and the design draws on Melbourne’s floral emblem, the native Paper Daisy.
Melbourne Convention Bureau CEO Julia Swanson said the rebrand reflected 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,” Swanson said.
Talk2 Media & Events was commissioned to manage AIME in 2019, and CEO Matt Pearce said the show’s evolution and growth over years have shaped the brief for the new brand.
Matt Pearce
“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,” Pearce said.
AIME Marketing Director Monica Kent-Giles said the refresh meant the brand has moved 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 said the brand refresh aligned with the show expanding to its largest ever footprint as the domestic and international Hosted Buyer program opened.
“At its core, the team set out to create a new identity that is contemporary and confident, a fresh take on what AIME is,” Calder said. “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.”
Monica Kent-Giles (standing) with Brooke Campbell (left) and Silke Calder
AIME has made two key executive appointments, Monica Kent-Giles, AIME Marketing Director and Brooke Campbell, AIME Buyer Engagement Director, strengthening its leadership team as preparations accelerate for AIME 2027.
Silke Calder, AIME Event Director who enters her seventh year leading the AIME team ahead of the 2027 show, says the new appointments will bring fresh perspectives and complement the broad experience of the team overall.
Monica Kent-Giles has extensive executive experience in brand management, internal and external communications, digital marketing and events across international markets.
Brooke Campbell brings over 20 years of specialised experience across hotels, wholesale, corporate, events, convention centres and destination bureaus.
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.
