I was very excited when the CEO of AIM Events approached me to share his vision. A complete branding makeover and a modern, fresh website – as well as bespoke packaging design.
We began as always with some research and strategy, to determine just where AIM Events should be positioned, and ensure we created a brand that appealed to it’s target demographic. AIM Events are one of the world’s first companies to combine world class event management with an exclusive nightlife membership service. They work with clients around the world to create bespoke events and cater to their every need.
The brand needed to exude exclusivity, with every aspect lending itself to a sophisticated, exclusive brand that feels on trend, but far from mainstream.
Platinum on black was the perfect colour scheme, complimented by sharp, edgy and modern typefaces to create an unmistakably premium, elite feel to the brand.
Case Study
Opportunity
AIM Events specialise in curating high-end celebrations for private clients. To grow at the top of the luxury events sector, they needed a complete identity that would signal refinement, exclusivity and confidence from the very first impression—across print, digital and live touchpoints.
Objectives
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Create a logo system that balances modern elegance with long-term flexibility.
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Develop a palette and type system suited to high-end events—editorial, timeless, never trend-led.
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Provide a kit of parts (wordmark, submark, lockups) that work equally well on invitations, proposals, signage and digital.
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Ensure consistency across every application: from Instagram to event collateral.
Insight & Strategy
Luxury event audiences are drawn to presentation that feels curated and elevated. The identity needed to reflect AIM’s ability to create memorable experiences while reassuring clients that every detail is handled with precision. We leaned into a design language of restraint: refined typography, deliberate spacing and a subdued but confident colour world.
Identity Solution
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Logotype: A clean, modern serif wordmark crafted for elegance and clarity—instantly recognisable and legible across scales.
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Submark: A circular device built from the initials, giving flexibility for compact applications like favicons, social avatars and event collateral.
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Palette: Monochrome base tones lifted with muted metallic accents, striking a balance between timelessness and modern luxury.
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System: Horizontal and centred lockups, reversal/monotone rules, and minimum-size guidance for reliable reproduction on both print and screen.
Competitive Edge Now
Where many event brands lean decorative, AIM’s identity feels considered, minimal and assured. It positions them as a true luxury partner: confident, contemporary and timeless—more fashion editorial than wedding cliché.
What This Enables
A consistent, high-end visual presence across every touchpoint, from initial pitch documents to live event signage, reinforcing AIM Events’ status as a trusted partner in delivering unforgettable luxury celebrations.
