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About Us

Helping Brands Realign With Purpose

…And Kind Of Saving The World, Too

The Sponge is a branding agency that goes beyond logos. We home in on your do-right-edness and amplify your social value. Not in a follow-me-on-Instagram kind of way – but in an

I’m-a-responsible-business-who-gives-back-to-my-community way.

This results in a deeper purpose for your team, a cult-like following of customers (the good kind), and die-hard fans who, ironically enough, will follow you on Instagram.

Our focus is to create a compelling brand story for you. Our branding services include: new brand names, new brand logos, rebrands, and brand strategies. We find your good and we tell it to the world.

And we solemnly swear to have fun while doing it.

We Are Proud To Be B-Corp Certified

Our business is a force for good. We’ve met the rigorous standards of the B-Corp certification process and joined the ranks of Patagonia, Warby Parker, Etsy & Method in being socially responsible. And we’re just as focused on being the best branding agency for the world as we are at being the best in the world.

Good People Make Good Companies

In 2001, we were 3 Mac guys living on a PC budget. Fresh out of college, we scored our first deal to design a website and began working on projects we felt really good about….from a cabana.

We grew from designers to branding experts and moved into a bigger office. We took on more clients, learned a ton about what makes a good company work and started winning awards.

…Then we lost sight of our focus.

At some point, we became fixated on what we were doing rather than why we were doing it.
So we rebranded ourselves.

Now we’re intentionally small—both in size and client base. Our roster consists entirely of customers with purpose & people who want to give back. The work we do is meaningful. Our clients get our full attention. And we love working with each other.

Caution: Insanely Talented People Working

Everyone here is 100% committed to making a more beautiful world. And you can’t work here if you’re not awesome.

Awesomeness is the common attribute among our branding agency. With so many different nationalities and backgrounds represented on our roster, it’s the one thread that connects us all. It’s the combination of great skill, natural talent, passion, respect, and reliability—and our insane level of awesome has resulted in an amazing team that works together like a small village.

We Love Helping Good Brands Grow

Impact & Responsibility

We’ve been developing our impact model progressively since 2016. It began as simple orphan sponsorship, because it is dear to our hearts. While we continue to do so, it isn’t connected to what we do as a business. That’s why we have invested so much energy to design and evolve our impact model.

There are many founders who are struggling with their brand story, doing amazing things, but without the budget to engage us for help. We can’t sit by and let that be the reason they don’t succeed. So we have developed a way to help. Our positive impact model our Double the Goodness Grant, funded by our awesome clients.

The outcome we seek for all those we help, is that their brand story and marketing is so damn good, that it helps them achieve massive business success. And by virtue of this success, massive positive impact!

Our Culture Is What Defines Us

A Crew To Clean Up Your Brand

It’s so tempting to make a Sponge pun right now – but we’ll refrain and let you soak in (ha!) this one last piece of information.

Our team of big-hearted brand specialists consists of:

  • (High IQ) Strategists
  • (Super-creaty) Creative Directors
  • (Extremely graphic) Designers
  • (Wordy?) Copywriters
  • Interns (who make us feel old)
  • And other necessary administrative support (who come up with the good ideas)

Founder Bio

Luke Faccini ~ Brand Storyteller

Luke has lead The Sponge since founding it in 2001. He has evolved through many phases including roles as creative director, digital strategist and concept development.

A trained brand designer with approaching 20 years experience, he has helped companies transform, and start-ups launch. He now directs brand story crafting, brand strategies, and oversees all work at The Sponge.

Discovering years ago that story is the heart of a brand set Luke on a path of brand storytelling mastery. It is central to the work he does – Helping businesses find and articulate their purpose, values and authentic brand story. He is dedicated to helping good businesses and organisations transform into better brands. To help brands authentically engage with, and positively impact more people. His mission is to help truly good businesses do more good.


Our Latest Thoughts

Give them what they crave…

…And they’ll stay with you forever. What does fulfilment from your business mean to you? Imagine a team of highly
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Purpose Ready and Ready to Scale

 Hey Good Leader! I’ve got a brand new intention. It has been a long time since my last YouTube
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Why Prudence Rehab had to rebrand

This logo is not their brand This new logo is more than a bold and brightly coloured icon and typography!
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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
The Fortune Institute
The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.
Mende Seljanovski
Enth° Projects
Love their vision, love their work and mostly love the team!
C. S. Chen
Claytan Australia
Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
Claude Di Ciano
Richardson & Wrench Willoughby
Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.
Alexander Bont
Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.
Ross Thompson
JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
Jeremy Chen
Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
Syed Mujtuba
Crescent Wealth
A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
Lucette King
NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
Hoax Speaker
I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

We Love Helping Good Brands Grow

Working with Us Is Easy.

Step 1:

Book a free consultation

Step 2:

Allow us to craft a plan for you

Step 3:

We’ll implement it together