A super regional construction company needed a team t-shirt for a philanthropic effort. Staff of the company volunteer each year for a day of service cleaning the Chesapeake Bay. The t-shirt should be branded in the company's style and tone, yet remain fun and conscious of the efforts put forth by the volunteers. Budget and timeline were both tight, so quick approvals were necessary to start production and insure delivery for the event (2 weeks out).
The front of the shirt would bear the logo of the company, in the style that is regularly accepted to suit a mixed (male, female, old, young) audience. A variety of color combinations were considered, all within brand standards, as well as an eco-friendly, comfortable shirt. The number of inks used on the shirt were also considered to keep cost and production time to a minimum.
Several concepts were quickly generated for the back of the shirt, but a simple line art illustration became a favorite. A growth of coral served as the canopy in an undersea setting, where sea creatures flourished. Elements within the illustration, like crab, starfish, and turtles, were loosely based on actual creatures found in the Chesapeake Bay.
While my favorite was a version of the illustration in the shape of a heart, to more eloquently connect the company's heart to what its hands were doing, the client chose to use the full illustration for the back of the shirt.
Approvals were received on time, as were the t-shirts for the event. The client loved them, as did their employees.