ESP Foundation
ESP Foundation is an organisation that reimagines education to unlock the potential of young people through purpose-fit learning, transformative sports programmes and advocacy for systemic change.
They asked Against Time to create a brand strategy and identity that could reflect their mission while striking the right balance between institutional credibility and grassroots connection.
We began by defining ESP’s why: levelling the playing field through opportunity, inclusion and systemic change. From this, we built a brand position that communicates with policymakers and partners while also remaining relevant to the young people it serves.
We anchored the strategy in archetypes that reflect ESP’s role — the Hero, the Everyman and the Caregiver.
The brand strategy translated into a visual identity that is both authoritative and approachable. At its centre is a bold geometric E–S–P monogram, inspired by sports iconography and classic emblems of belonging. Paired with a vibrant, high-contrast palette, the identity feels contemporary and confident, while staying accessible to a broad audience.
Supporting graphic elements represent the Foundation’s three pillars - Education, Sport and Policy - creating a unified language that strengthens communications and ensures the mission is always present.
The result is a cohesive, flexible brand system that works in multiple contexts. It brings clarity and recognition to official documents and partnerships, while remaining engaging and relevant in community programmes and youth-focused spaces. With clear tools - from monogram and pillar graphics to colour and tone of voice - ESP now has a brand that communicates consistently and with impact.
The ESP Foundation brand is designed to grow with the organisation. It provides a stable foundation while giving the flexibility needed to adapt as new initiatives, partnerships and opportunities emerge.
“What Against Time delivered goes beyond branding; it's a statement of who we are and who we stand with. They understood that ESP Foundation lives between two worlds: the grassroots and the institutional.
The result is an identity that feels credible in a boardroom and authentic on the block. It’s something our young people are proud to wear, not because they have to, but because it represents them.”
Eartha Pond, Founder, ESP Foundation
If you’d like to hear more about this project, or discuss how we could help your brand evolve, please get in touch.