AIME Launches Fresh Global Identity To Strengthen Melbourne’s Business Events Leadership

Written By: Binoy Mehera

Binoy Mehera

A curious mind driven by a passion for storytelling, I find inspiration in uncovering hidden perspectives, exploring diverse experiences, and shaping ideas into narratives that leave an impact. With three years of experience in journalism and content creation, I have developed a strong instinct for identifying meaningful stories, blending research with creativity, and presenting information in a way that connects with readers. My storytelling journey is guided by a fascination for culture, travel, lifestyle, and the human experiences that define our world. I aim to create narratives that not only inform but also spark curiosity, evoke emotions, and offer audiences a deeper understanding of every story.

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August 27, 2026 11:45 AM

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AIME has rolled out a new brand identity in celebration of its 34th year and its legacy as Asia Pacific’s longest running and largest business events trade show. Following five years of consecutive growth, international buyers and exhibitors, as well as business events professionals have recognized AIME as a global meeting place where they return to make connections and collaborate to innovate new opportunities.

The rebrand represents a significant milestone in AIME’s ongoing evolution, reflecting its future ambitions while reinforcing its status as one of the world’s leading gatherings for the business events industry.

The new identity introduces a more dynamic, modern and energetic visual direction, centred around the tagline “Bring your ambition to Melbourne. Share it with the world.” The updated brand features a distinctive symbol created from directional shapes that subtly form the letters of AIME, representing movement, progress and global connection.

The refreshed AIME brandmark combines a vibrant colour palette, contemporary imagery and motion-led design elements to showcase a forward-looking event experience. Inspired by Melbourne’s floral emblem, the native Paper Daisy, the symbol reflects resilience, growth and the power of coming together. Like the flower’s ability to thrive and adapt, AIME represents the strength created when the global business events community unites to build stronger connections and shape the future of the industry.

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 launch of its refreshed brand identity, AIME has opened applications for its 2027 Hosted Buyer Program, welcoming eligible corporate event planners, incentive travel professionals and Professional Conference Organisers to experience one of Asia Pacific’s most influential business events platforms.

The programme combines expert industry knowledge with artificial intelligence technology to create personalised experiences, including carefully matched and pre-arranged meetings with leading global exhibitors. This approach aims to help buyers build valuable connections and discover new opportunities across the business events sector.

Successful Hosted Buyers will receive a comprehensive attendance package featuring complimentary return flights, accommodation, a tailored appointment schedule, entry to the Knowledge Monday education programme, exclusive networking opportunities and access to the annual Welcome Event.

Developed in collaboration with Studio Quarantine, AIME’s new visual identity will be introduced across every event channel, including digital platforms, marketing activities and on-site experiences ahead of AIME 2027, which will return to the Melbourne Convention and Exhibition Centre (MCEC) from 15–17 February 2027.