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Electrifying New Project Page Framework!

Electrifying New Project Page Framework

What Else is Changing at the Sponge?

We’ve finally developed a new project page framework to celebrate the awesome brands we’ve worked on. But, it’s not our usual style. So brace yourself.

Thanks to Covid, we’ve spent some time reimagining our process. It’s been a blessing actually. We’ve got so much more clarity, direction and sense of purpose. Can you believe that is possible?

This reimagining has led to a complete rethink of our project page framework to align with our evolved methodology. Because good design is table stakes, but meaning is magnetic! And now we’ve started to publish projects this way.

The difference between the old and the new way is like night and day. It requires some explanation of the scoring framework we have developed. As with a lot in life, context is everything. 🙂


Introducing Our New Methodology

Sponge ElectroMagnetic Brand Method

If you haven’t been introduced to it yet, our newly evolved framework is named: ElectroMagnetic Brand

An Electromagnetic Brand is one that effortlessly pulls awesome people to it, both new clients and awesome team members alike. And they stick for good, because they never want to leave.

The methodology is an evolutionary step up from what we have been doing with clients over the years since we became purpose led. The previous iteration of our method was our Impact Brand Storytelling framework (also the title of my book). Naturally there have been some improvements over the years!

The ElectroMagnetic Brand method takes clients through the 5 key elements, assessing where they are at, and helping to strengthen those where we can.


The 5 Elements and How We Score Them

Sponge ElectroMagnetic Brand Method and Elements

Audience: Know Who You’re Talking To.

The ability to deeply understand each of your audience types and develop clarity on what moves them to action.

Scoring: We factor the client’s use of clear audience types. Focusing on the number of audiences, detail of profiling, depth of knowledge, methods used to define, and use of feedback systems.


Culture: Who You Are As A Brand.

The ability to cultivate a company culture that delivers consistent, exceptional experiences all your audiences rave about.

Scoring: We factor the client’s current culture code including core components like Vision, Purpose, Mission, Tagline, and Values. Also, how they are being used internally and externally.


Impact: A Noble Reason To Be Loved.

The ability to integrate a relevant, positive impact model into your business, giving your audiences more reason to love you.

Scoring: We factor the client’s current positive impact model, including metrics, relevance to offering, integration into the business, and internal and external communication of the impact.


Strategy: Connect All The Dots For All.

The ability to always have the right message, in the right place, at the right time, that moves people deeper with you.

Scoring: We factor the client’s current strategies. We focus on alignment with each audience’s journey, campaigns, objectives, timelines, measurement tools and data driven optimisation.


Evolution: Breathe Life Into Your Brand.

The ability to breathe life into your culture and strategies to capture hearts and minds, and sustain affection long term.

Scoring: We factor the client’s ongoing activation of their brand. It includes living and breathing the company culture, level of brand and collateral execution, and alignment with strategy.


What is a Good Score?

Sponge Project Scoring Tiers

Starting Score

We specialise in rebranding. Clients meet us when there is a need to refresh their brand, rebrand, or jump start their brand strategy. These needs are usually symptoms that there is more going on below the surface. So naturally starting scores are going to be low. But, when can low still be good?

As a starting score 1 can be good, 2 can be great! Anything higher than that is an exception to the norm. Clients are typically stronger in one element than others.

There is a lot to factor into each element (you can see in the section above what we do). Much of what we factor into each element is not common practice for those we work with. Definitely not to the depth we help them get to.


End Score

We are a branding agency, and our designers make our clients look awesome. That doesn’t mean they will score 10 at the end of the project though. In some instances, especially just the design component, it only improves the score by a couple of points. And those points are only in the Evolution element. Again, there is far more to an ElectroMagnetic brand than awesome design!

The end score also is limited by the scope of work that we are engaged to complete with the client. While we would love to work through all the factors in each element, that may not be feasible. This could be due to timing, priorities, or budget.


Score Gap

What remains are the gaps to reach 100%, or 10 out of 10. These can be factors that can only be measured over time, like execution of strategy, or the ritualisation of culture. Those factors cannot be scored at the time. Others are out of scope or deemed unnecessary at that stage of the journey for the brand.

You won’t see a project with a score of 10 across the board! Unlikely to see many 9s either.


Colour Banding

We have used the same colours as we do in our free ElectroMagnetic Brand Scorecard results for consistency’s sake. You can score your brand for free by the way…


Retrofitting and Scope

There are a few things to cover off. We have a boatload of awesome projects that have been sitting in our drive while our evolution has been happening. Many of the brands that we want to celebrate have not been exposed to the full method. That has made retrofitting parts of projects where the method has changed quite challenging.

Additionally, many things contribute to the scope of the project, including priorities, timing, and budget. In this instance we have indicated them as out of scope. Some factors of our method we weren’t aware of at the time.


Take a Look

We have a bunch of projects currently taking shape in this new framework. Our goal is to retrofit all those on our website soon too. Here is the very first brand we have done in this style for you to learn about for StopMaleSuicide

Take a look and let us know what you think.

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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
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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.
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Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
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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
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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
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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
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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.
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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.
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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
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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
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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
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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
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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.
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Timely Business Solutions

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