• A$100

• 96 designs

• 23 designers

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T-shirt Design Brief

Design the best construction T-shirt anyone has ever seen.

Not a work shirt.

Not corporate merchandise.

Not another company logo slapped on a tee.

We want a shirt that people would happily buy from a streetwear store and wear on weekends—even if they had never heard of ICM.

Think Rhythm, Former, Butter Goods, Pass~Port, Girl Skateboards, Dickies, Carhartt WIP, Deus Ex Machina and vintage surf/skate graphics.

The goal is simple:

Create the shirt every tradie wants to steal.

Target Market(s)

Young professionals

Industry/Entity Type

Construction

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Colors

Designer to choose only greyscale colors for use in the design.

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Look and feel

Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.

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Requirements

Must have

• ICM Logo

Nice to have

• We're not looking for all of these—just ideas that could make the design stand out. A graphic that tells a story rather than just displaying a logo. Hidden details or Easter eggs that staff notice over time. A design that looks even better after repeated washes, with a vintage, lived-in feel. Limited-colour screen print (4–6 colours) for a premium streetwear aesthetic. Hand-drawn or illustrated artwork rather than stock graphics or AI-generated imagery. Clever typography that's as much a feature as the illustration. A subtle nod to Australian construction culture without relying on clichés. A design that feels collectible—something we'd want to release as a new edition each year. Artwork that could easily evolve into stickers, hats, hoodies or posters. The ICM logo integrated subtly rather than dominating the artwork. A composition that works with the oversized fit of the AS Colour tee, using the garment as part of the canvas rather than treating it like a standard centred print. A design that sparks conversation—people asking, "Where did you get that shirt?" Bonus Points If your design achieves any of these, it'll stand out: Feels like a collaboration with Rhythm, Butter Goods or Pass~Port. Looks authentic enough that people wouldn't realise it's a company shirt at first glance. Balances humour with genuinely good design. Can be recognised from 10–15 metres away. Has the potential to become an annual collectible, with a different design released each year. One thing I'd also add—which I think is the biggest differentiator—is this: The shirt should still be something someone would happily wear if they left ICM.

Should not have

• References to alcohol, variations, CFMEU, coffee

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Files

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