AIME has unveiled a bolder, brighter brand identity as the Asia-Pacific Incentives and Meetings Event prepares to enter its 34th year with record ambitions, a larger footprint and a renewed determination to put Melbourne at the centre of the global business events conversation.
The makeover comes after five consecutive years of growth for Asia Pacific’s largest and longest-running business events trade show. It is more than a fresh coat of corporate paint, too. AIME’s new identity is intended to signal where the event is going, what it represents and why international buyers and exhibitors keep returning to Melbourne.
Its new rallying cry, “Bring your ambition to Melbourne. Share it with the world,” neatly captures the proposition. Arrive with an idea, leave with a diary full of contacts and, quite possibly, considerably less room in the suitcase for business cards.
At the heart of the rebrand is a new symbol built from directional shapes that subtly form the letters AIME. The design also draws inspiration from Melbourne’s floral emblem, the native Paper Daisy.
Resilient, colourful and capable of flourishing in testing conditions, the flower is an apt symbol for an industry that has weathered more than its fair share of storms. Its interlocking form also represents AIME’s central purpose: bringing people together to forge relationships, exchange ideas and build something stronger.
The new brandmark features custom typography, a vibrant colour palette, refreshed imagery and motion design. Created in partnership with Studio Quarantine, the identity will appear across AIME’s digital channels, advertising, campaigns and physical event spaces ahead of AIME 2027.
AIME’s global standing takes centre stage
Melbourne Convention Bureau chief executive Julia Swanson said the evolution reflected AIME’s expanding international influence and its importance to Melbourne’s business events economy.
“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.”
Owned by the Melbourne Convention Bureau and managed by Talk2 Media & Events, AIME has developed into one of the region’s most influential marketplaces for meetings, incentives, conferences and exhibitions.
Talk2 Media & Events was appointed to manage the show in 2019. Its chief executive, Matt Pearce, said AIME’s growing scale and international reach shaped the creative brief behind the new identity.
“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.”
That ripple effect is central to AIME’s appeal. Conversations held over a meeting table in Melbourne can become conferences, incentives, partnerships and investment decisions spanning several continents. In an increasingly digital world, the enduring value of meeting face-to-face is hardly old-fashioned; it may be more valuable than ever.
Contemporary design honours AIME heritage
AIME marketing director Monica Kent-Giles said the team wanted a sophisticated identity that respected the event’s history while giving it room to grow.
“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 timing was particularly fitting as preparations continued for the event’s largest footprint to date.
“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.”
AIME 2027 Hosted Buyer applications open
Alongside the brand launch, applications have opened for the AIME 2027 Hosted Buyer Program. Qualified corporate event planners, incentive specialists and professional conference organisers are being invited to experience the region’s leading business events marketplace first-hand.
The program combines human curation with artificial intelligence to arrange tailored, pre-scheduled appointments between buyers and relevant global exhibitors. It is a practical use of technology: the computer helps with the matchmaking, while humans handle the handshakes, conversation and judgement.
Approved Hosted Buyers receive a supported attendance package that includes complimentary return flights, accommodation and a personalised appointment diary. Participants also receive access to Knowledge Monday, networking functions and AIME’s annual Welcome Event.
The program gives serious buyers an efficient way to examine destinations, venues, accommodation, event technology and specialist services in one place. For exhibitors, it delivers structured access to qualified decision-makers with genuine purchasing authority and active business opportunities.
According to AIME’s official website, the 2027 event is expected to bring together more than 800 exhibitors, 1,600 vetted buyers and 5,000 attendees, generating upwards of 25,000 meetings. Those figures place considerable commercial weight behind the colourful new branding.
AIME 2027 will be held at the Melbourne Convention and Exhibition Centre from 15 to 17 February 2027. Hosted Buyer applications and further event information are available from the official AIME website.
The new identity may give AIME a sharper wardrobe, but its essential business remains reassuringly familiar: gather good people in one room, encourage worthwhile conversations and watch ambitious ideas acquire passports.
By: Stephen Peters – © 2026.
Read Time: 4 minutes.
Author Bio:
Stephen Peters has spent much of his career proving that the straight-and-narrow path is considerably overrated. Armed with a Bachelor’s degree in Technology from the University of Queensland and a Master’s in Management, he first ventured into hospitality, working in and helping open several five-star hotels across Sydney and Asia.
After deciding he had experienced quite enough of five-star hospitality from the operational side of the desk, Stephen returned to technology, working with major US tech companies while based between Australia and Asia.
Then came the ultimate change of scenery. Stephen built his own yacht and, with his family aboard, sailed from Florida through the United States and its Great Lakes before crossing the Pacific to Asia. Several memorable years followed, exploring Indonesian waters before the Peters family eventually returned to Australia with considerably more sea miles, stories and perspective than when they left.
