Lacrosse Uniting People (LAX UP) is a brand-new lacrosse league targeting urban youth, many of whom haven’t heard of the sport, let alone played it. The league is a composite of YMCA meets Boy/Girl Scouts. The goal is to use lacrosse to grow the kids’ interest in sports while teaching them a few life lessons along the way. We wanted the logo to capture that unity and teamwork. Our inspiration was the Iwo Jima memorial—the ultimate tribute to struggle and brotherhood.