The Edmonton Symphony Orchestra is looking to create a new branded t-shirt design for their summer concerts where over 16,000 people attend per night. The primary goal for the t-shirt design is to capture the tone and spirit of their outdoor concerts, while ensuring design versatility for all summer concerts and not limited to a single season. The shirt concept needs to be adaptable, with potential for future merchandising or use at other events. ESO is looking for a design that is comfortable, functional, engaging, and relatively evergreen.

The illustrative t-shirt design incorporates symbolic elements from the Winspear Centre's concert hall, such as the stage’s curved edges, the circular suspended canopy, and the five-line motif found throughout the building which is a nod to the music staff. One of the key ideas behind the illustrative design is to symbolically bring a piece of the concert hall outdoors. With the minimalist instrument illustration, it is accompanied by floral elements which incorporates refreshed feelings which is aimed towards how the patrons would feel listening to the ESO.

With the sucess of the flexbility of design, it has expanded to become a limited-edition ESO gear for donor perks where patrons can donate $100 for a t-shirt, or $50 for the design on the tote bag. During Symphony in the Square, many patrons had shown interest in wanting to purchase the t-shirt.