The Asia Pacific Incentives and Meetings Event (AIME) has unveiled a new identity as it prepares for its 34th show and what organisers expect will be the event’s largest to date.
The new identity follows five consecutive years of growth for the Melbourne-based business events trade show and will be rolled out across AIME’s digital platforms, marketing and event materials ahead of AIME 2027.
Built around the tagline “Bring your ambition to Melbourne. Share it with the world,” the new branding introduces a brighter colour palette, refreshed imagery, custom typography and a new AIME symbol.
Created in partnership with Studio Quarantine, the symbol uses directional shapes that spell out AIME while also drawing inspiration from Melbourne’s floral emblem, the native Paper Daisy.
Melbourne Convention Bureau CEO Julia Swanson said the new identity reflected AIME’s growing international profile.
“AIME has been the premier platform where international decision-makers connect and build long-term value in Melbourne,” Swanson said.
“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 has managed AIME since 2019. CEO Matt Pearce said more than 5,000 people now gather at the event each year to build relationships, exchange ideas and conduct business.
AIME Event Director Silke Calder said the rebrand coincided with preparations for another period of growth.
“AIME has always been about the strength of community and the magic that happens when people come together to collaborate and exchange ideas,” Calder said.
“This new brand identity comes at the perfect time as we build towards another record-breaking year for buyers and exhibitors.”
The new identity coincides with the opening of applications for the AIME 2027 Hosted Buyer Program, which is available to corporate event planners, executive assistants who organise events, incentive specialists and Professional Conference Organisers.
Approved Hosted Buyers receive return flights and accommodation, a customised schedule of pre-arranged appointments with exhibitors, and access to Knowledge Monday, networking functions and AIME’s annual Welcome Event.
AIME 2027 will be held at the Melbourne Convention and Exhibition Centre from 15–17 February 2027.