Hyatt Inclusive Collection (formerly AMR Collection)

Role: Creative Strategy | Concept Development | Visual System Design | Production Design

AMR Collection’s Amazing Agent event celebrates the top 100 producing travel advisors with an elevated, brand-forward experience. I developed a unifying creative concept “Beach Blanket Bingo.” Inspired by a 1960s beach-era vibe, and translated it into a cohesive event identity system that carried from invite to on-site experience. The result was a playful, premium theme that felt memorable, highly shareable, and unmistakably tied to the resort setting at Dreams Macao in the Dominican Republic.

Integrated Event Identity System + Advisor Advocacy

  • The Amazing Agent event needed to feel exclusive and unforgettable for AMR Collection’s top 100 advisors while also supporting a secondary business goal: driving interest in Dreams Macao through organic, advisor-led advocacy and storytelling. The experience had to be cohesive across touch points, easy for internal teams to execute, and strong enough to “carry the room” across multiple days of programming.

  • Top-producing travel advisors don’t just want recognition, they want belonging, status, and a story worth sharing. A concept rooted in nostalgic fun (done with polish) creates instant participation and emotional lift while the destination becomes the hero when the theme is designed to live naturally in the environment.

The Strategy

“My goal was to create one ownable concept that could run the entire event guiding the look and feel, tone of voice, templates, and every physical touchpoint so it all felt intentional and elevated..”

Misty, Creative Cartwheel

Strategic principles:

  • One story, many touchpoints: every asset reinforces the same narrative and visual language

  • Nostalgia + luxury: playful 60s cues with refined execution

  • Designed for advocacy: create “built-in shareability” that encourages agents to talk about the resort before/during/after the event

Creative Concept: “Beach Blanket Bingo”

A 1960s beach blanket era aesthetic. Sun-faded color stories, retro typography, postcard motifs, and cheeky, celebratory messaging paired with a conference-ready structure that still felt fun and VIP.

I created the concept and translated it into a complete event identity suite:

1) Concept & Visual Direction

  • Core theme narrative + naming (“Beach Blanket Bingo”)

  • Moodboard defining typography, patterns, icons, photography style, and tone

2) Pre-Event + On-Site Collateral

  • Invitations aligned to the retro postcard world

  • Name badges designed for clarity + brand presence

  • Conference presentation template for consistent storytelling across speakers and sessions

3) Resort Advocacy Asset (Destination Marketing Built In)

  • Designed a set of 1960s-inspired postcards agents could send from Dreams Macao—turning recognition into organic promotion and sparking curiosity/interest in the resort experience.

The Execution

    • Elevated the program into a strategic brand experience, strengthening emotional connection and VIP perception among the top 100 advisors.

    • Improved consistency and reduced “one-off” execution through a repeatable framework that protected brand integrity across teams and moments.

    • Extended Dreams Macao awareness via advisor-led storytelling, making resort promotion feel authentic, personal, and shareable.

    • Built a single, ownable event identity system that unified narrative, visual language, and tone across every touchpoint.

    • Translated the concept into scalable execution tools (conference deck template + repeatable layouts) to enable fast, consistent delivery.

    • Produced premium guest-facing and advocacy assets (VIP invitations/badges + 1960s postcard suite) designed for on-property sharing.

The Collective

Urbanfest 360