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Defining My True Purpose


Hi, Luke Faccini here and in this short video I bare my soul so you can feel the place I am coming from.

Alternately you can read the post below, enjoy…

I grew up in a humble working class home in the Sydney suburb of Kingsgrove with three siblings, I the second eldest. I felt creativity was always a strength for me as I got such satisfaction from making all kinds of things, from Lego as my toy of choice as a child, through to jump ramps and forts and all manner of teenage handy work. Remember when play as a kid meant getting outside and doing stuff?

In my Tweens and Teens life got interesting to say the least, with early deaths, illnesses, and forced independence. Transformative? Yes. Positive? Not so sure. Although I would not be who I am today without all my life experiences.

Finding graphic design at 23, after spending years of adrift as barista, bartender, door to door phone contract salesman, laborer and other non-satisfying roles, was the beginning of a career for me. Do you get the feeling of goosebumps on your cheeks when you know you are where you meant to be? I felt that in design college. I was still on cruise control though.

Tipping point

When I held my daughter Annabelle, only seconds after being born, with her quietly staring up at me, with her “been here before eyes” not crying, I was entranced. I knew right then that I had to become someone, to transform my world and create a legacy that she would be proud of.

I began my transformation, feeding my mind and soul with a vast array of knowledge to evolve my spirit, my beliefs, my skills, both personally and in business.

Physically I transformed, from unhealthy, overweight smoker, to a lean mean health machine.

Mentally and Spiritually I transformed to who I am today, with strong moral and ethical conviction, and who I continue to be. Doing this meant shifting away from people and places that no longer fit. This has brought much sorrow and learnings.

It’s also enabled me to find my true love. The person I never dreamed existed. My soulmate, my twin flame in transformation. Life has such sweetness for me now I have found my wife. We don’t need each other, we choose each other. It’s a beautiful thing that I wish for everyone. Thank you Johanna, I love you.

Luke And Johanna Wedding Bliss

My daughter turns 13 this year, and while it pains me to share that presently I do not see her, or my son Anthony. I have faith that over time that too will transform.

An entrepreneur at heart, I’ve been involved with many businesses, mostly in the driver’s seat, and they all focus on transformation. From weight loss where it was transforming bodies and minds for health, to The Sponge, where it’s transforming your brand and story to align with your purpose. I continue to transform the way we serve, our processes and the depth of what we do.

Lofty Goal

Transformation is my purpose, and I am determined to contribute on a mass scale. I intend to take what I know to make change where it is needed most, at the roots. My goal is 100 orphanages with farms. Teaching kids to be self sustaining and eat healthfully, counter to the global obesity epidemic, and as a result, transforming communities and 1000s of lives. I am positive there will be much transformation for me through this.

To drive this vision I am focusing solely on The Sponge and delivering brand transformations on a global scale through our new programs. By helping businesses transform, lives and communities will be transformed. That makes me get those goose bumps on my cheeks.

Thank you for allowing me to bare my soul and share my purpose. I hope in some way it transforms you. If you feel my passion then perhaps we are meant to talk. I’d love to speak to you if you are so inspired.


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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

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