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Holy Sh*t, We Turn 20 this Month!

Sponge is Turning 20 years old

It’s our anniversary. We’re celebrating, and you’re invited!

Yep, time burns by at a ridiculous rate. I’m shown again, in glorious fashion, just how fast things change…

On one day this month we had one loved team member leave and another awesome new team member start. We had an incredibly impactful new brand sign on, thanks to a change in the way we do things. Plus we ran a newly designed training for our team that shatters an old way we work (next we plan to roll this out to our awesome clients).

Turning 20 years old young!

This month we turn 20 years old  young (we’ve got a youthful energy like never before!). And this anniversary has had me reflecting deeply on change. Where I have landed is that the right people and principles are paramount. Way more so than getting fixated on the processes.

20 years of Sponginess feels like such a long time with all the lessons learned. I reminisce about all the amazing clients we’ve worked with, and the awesomely talented people involved in the work.

20 years, it sounds so long! But it also feels like only last year that there were 3 dudes sitting in a tiny cabana in Sydney, working on our first clients.

Change for Good

So much has changed. But the biggest change, the best change, is our business for good change.

In 2001 we naively started out as a purely profit focused, capitalistic agency. We were about awesome design and making money, regardless of what our clients did or how they did it. I was a very different person 20 years ago!

Since my purpose moment in late 2015 things changed dramatically. From then on we’ve chosen to work exclusively with businesses that have a positive intent for the world. The fun part is bringing this goodness to the fore for our clients! Awesome is no longer enough today.



January 1 of 2017 we became B Corp Certified. And I love being a part of the B Corp community. There’s not much better to me than being surrounded and inspired by awesome humans who use their business as a force for good. Big shout out to GoodNorth tribe!

I love that leading up to this we’ve redefined our purpose and rebranded! And the new energy has led to us launching a brand new initiative for our clients in our Humming Sessions – more on this soon. The momentum we’ve got as we charge into our 20th year is ridiculously awesome!

Join the celebration

To celebrate this 20th year of Spongey goodness, the team has been sharing highlights and insights on our Sponge LinkedIn company page and Instagram. Have you been following along?

We would love you to be involved in the festivities. You’re invited to a special online Spongiversary event on Tuesday 30th November at 1pm Brisbane time – for an hour.

It’s the time of our all hands Sponge team meeting. But this one will be an open house, with games and give-aways. Plus more on what’s coming in this year. Come meet the team, play with us, and share the love.

Simply save the date in your calendar. And drop us a note (or send me an email) to say you’ll play so we can share the link.

[EDIT] Here is the link to the celebratory event. Register for free now and we will see you there. 🙂

Related Post

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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