Rebranding AIMC Around the Power of Connection

Cinema Association Australasia engaged Carnival Studio to reposition and rebrand the Australian International Movie Convention for a new era of theatrical exhibition. AIMC had long been an established industry event, but its identity no longer reflected the scale, optimism and renewed momentum of the cinema sector, or the role the convention now plays in bringing the industry together.

Our process began with research. Through stakeholder conversations and audience feedback, a clear theme emerged: AIMC is far more than a conference. It is the annual moment when exhibitors, distributors, studios, and partners reconnect, share ideas, and look ahead together. That insight shaped a new strategic platform around connection, drawing a parallel between the communal power of the cinema experience and AIMC’s role as the point where the industry itself comes together. We developed the brand positioning, including a new line that neatly captures the collective experience of cinema, and the events drive to create positive change: Connected by Cinema. Shaping the Future.

From there, we developed a new identity system designed to express energy, momentum and human connection. Inspired by projected light, ripples, and interconnected signals, the brand brings a more contemporary, confident feel to AIMC while staying grounded in the emotional power of cinema. The result is a distinctive identity and positioning platform built to carry the convention into its next chapter.

Below is an extract of our Brand Strategy. As the convention draws nearer, the wider implementation will be released.