Branding, User Experience, Digital Design

Alliance of Independent Events Agents


The AIEA is an alliance of Independent and privately owned event agents working in the meetings, Incentive, conference and events (MICE) sector. They are a group of small companies and as members of the AIEA they network and share their knowledge, experience and resource to enable them to provide the best quality service to their clients.


As a newly formed business, AIEA commissioned us to help kick start their brand, including everything from visual identity to social media and online presence. Being a not-for-profit organisation it was essential that their brand was informative and educational without being overpowering.

Visual Identity

As the business is often referred to using the acronym, it is essential that the logo itself contains the full name, helping the company to build their brand.

Through research, brainstorms, and lots of sketching we delivered a series of concepts to the board at AIEA and the selected concept was then developed further to create the final brand set including logo, colours, photography and tone of voice.

The logo represents the three key audiences of the alliance; agents, suppliers and clients, while the finer details show the complexity of the organisation, signifying the similarities and differences between all agencies that make up the alliance.


The website will be the hub of the alliance, containing useful documents, blogs, forums and events therefore it is essential that it is easy to use and maintain.

The website contains a complex structure of membership levels that in turn allow access to different parts of the site. However, the home page is designed for public viewing, raising awareness of the alliance and their values.

The user interface is an evolution of the visual identity that was created at the start of the project, using the brand colours and tone of voice to make the website both accessible and useful.

CMS Build

One of the key aims of this project was to ensure that the admin members are able to manage and edit content online as and when they need to. Therefore, this site has been built using WordPress CMS which is clean, concise and easy to use.

Following the development of the site, we ran a series of training sessions with the admin team at AIEA to teach them the basics of navigating the CMS and updating content. This has been a great success as it enables AIEA to keep their content up to date for their members.

Project Details

User Experience
Digital Design
CMS Build

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