For the 2013 General Manager & Director of Sales (GM DOS) Conference, CSM Corporation wanted to borrow the theme “America’s got Talent” from the popular TV show. Their goal for the conference was to show appreciation for the leaders at their 40+ hotels. They also wanted the conference to be a springboard for the attendees where they return to their respective hotels energized and motivated. From the visual and branding side, we were to use “America’s got Talent” as a visual template for the logo and collateral. This was a fascinating exercise to really examine the visual elements of that brand and, through replication, understand the motivations behind the design.