In 2021, Jeff from LIFE League came to us to rebrand his organization that has been a staple in the Middle Georgia area since 2012. LIFE League was looking to scale their brand from a local outreach to something global that would impact youth far beyond the US border.

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To do this, we met with Jeff and outlined what the short and long-term goals were for LIFE League. After some strategy sessions, we determined that the focus for the brand icon should be leadership and guidance. After dozens of sketches, we narrowed down to two choices. Applying those to mockups to display how the brand would look in real life, the final design was chosen!

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The primary logo combines the 'L's of LIFE League, which mirror each other and form a crown in the negative space, referencing the kingdom building that the organization prides itself on. The star atop the crown references guidance and leading young men and women into adulthood. 

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Today, LIFE League has established a foothold in multiple countries around the world. They host an annual summer basketball event in Takoradi, Ghana, which showcases talented hoopers in the African continent.  In 2023, we were privileged to design the All-Star Game uniforms for the Summer event, further strengthening our teamwork with LIFE League.