CSM Corporation holds a national conference each year for general managers and directors of sales at all of their 40+ hotels. And each year a theme is developed to encompass the goal of that conference. Often, a theme is borrowed from popular culture. For the 2014 GM DOS Conference, the theme was Catching Fire taken from the popular Hunger Games franchise. The leadership at CSM Corporation wanted to build excitement and anticipation for the upcoming year. This was a fun project that allowed us to match the stylistic and visual elements from the Hunger Games and incorporate them into the CSM brand. We took the symbol from the symbol of the CSM logo and transformed it into the main visual element on fire in the conference logo.