Visual Connections has made two important appointments to its Events Team, as momentum grows for major events including the Visual Impact Conference & Expo and the ASGA National Sign & Graphics Awards, all coming up in Sydney in September.

Shireen Da Costa has been appointed Exhibition & Events Manager for the Association, taking over the role from Jenny Harris, who stepped in last year as Events Consultant, to commence planning for Visual Impact and who will continue to act in an advisory role for the coming months.

Shireen, who commences her new role this week, has extensive experience in the events space, most recently as National Conference Manager for the Housing Industry Association (HIA). She has previously held roles as Event Manager with Tourism Australia and Marketing & Events Coordinator at IDC Australia, among other roles.

Karren Challoner-Miles, CEO, says Shireen’s appointment will provide a strong basis for the ongoing development and evolution of Visual Connections trade shows, including Visual Impact and PacPrint exhibitions, and other events, including ASGA Awards. 

“Visual Connections has been fortunate over our history to have a very strong events team, and we are delighted to have someone of Shireen’s calibre join us to take our events into a new era,” Karren said.

“Shireen is very well qualified, and we are already really enjoying having her on the team – it’s great to have someone with such solid skills and experience, as well as a fresh perspective and new ideas to add to our events.”

Meanwhile, Julia O’Keefe was welcomed to the team in February. An experienced conference and events professional, Julia has joined as Conference Programmer for inaugural Visual Impact Conference, which will co-locate with the trade show in Sydney in September.

Julia runs her own events business, Eventful Planning, and also recently completed a part-time role as Events Manager with Healthy Heads in Trucks & Sheds.

“We are delighted to have Julia join us as our dedicated Conference Programmer, adding her specialist expertise at this critical time,” Karren says. 

“Her skills ideally complement those of our existing team members, and we know that her experience will be invaluable to ensure that this inaugural conference delivers world-class information, insights and ideas to help industry business survive, and thrive, into the future,” Karren says. 

Jenny Harris, who re-joined Visual Connections as Events Consultant to undertake initial planning for both events, will step back from her role after an initial handover period with both Julia and Shireen. She will, however, remain available to support the new team with her expertise and experience as they take over the reins.

“It has been absolutely amazing to have Jenny back for the past few months – she’s just slotted right back into place, with her deep experience and the great relationships she has not only within our team, but across the industry,” Karren says.

“We are enormously thankful for her willingness to step in to get these projects underway, and even more grateful that she has agreed to be on call should we need advice or assistance over the coming weeks and months.”

Visual Impact Conference & Expo 2026 will be held at the Sydney Showground, Sydney Olympic Park, from 2-4 September 2026. The 2026 ASGA National Sign & Graphics Awards will be at the same venue on Thursday 3 September. 

For more information, go to visualimpact.org.au, or contact Shireen on (02) 9868 1577 or exhibitions@visualconnections.org.au to discuss stand bookings and sponsorships.