The Booth Education and Sports Trust is a registered charitable organisation, administered by an ex-professional sportsman; Matthew Booth and his wife Sonia Booth. The trusts mission is to contribute to society by equipping the youth with tools to fulfill their potential, through reading and football. In 2010 A' GOD and Associates and Verbal Images were engaged to develop the brand identity and a micro website that served as an information resource to garner support and inspire private donors to contribute.

A'GOD and Associates in collaboration with Verbal Images, developed a brand positioning strategy and a corporate identity for The Booth Trust. The visual identity strategy is based on optimism and revelry, whilst avoiding the overdriven approaches of charity organisations that tug at the heart strings and heap the burden of guilt on the affluent. The outcome positioned the Booth Trust as innovators in the development and empowerment of society.