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How do the Sponge team embody the B Corp ethos?

#BCorpMonth celebrations are still in full swing here with the Sponge Team! This week, we decided to check in with some of the team and see how they personally embody the qualities of a B Corp through their actions. 

B Corp states that “the B Corp community works toward reduced inequality, lower levels of poverty, a healthier environment, stronger communities, and the creation of more high quality jobs with dignity and purpose.”

And in their video celebrating B Corp Month, you can see that a lot of the people talk about bringing their “whole self” to work, and doing something that aligns with their purpose. So while there is the overarching concept of B Corps embodying the qualities above, there is also a deeper layer where each individual has their own unique representation through who they are as a person!

Let’s see how some of The Sponge team showcase these qualities in their own special way!


Luke – Founder

“I always look for the most sustainable and planet friendly option for suppliers and products, in business and personal purchases. As difficult as it is sometimes! 

I am passionate about accelerating the change so I am driving the growth of the Good business community in my spare time via

I have also written a book to help more people become aware of it.”

(He has, it’s called Impact Brand Storytelling: A How To Guide For Founders Hell-Bent On Changing The World. Check it out here!)


Jess – Impact Growth Alchemist

“I’d say continuous improvement is a big thing for me. It’s not about being perfect, it’s about embarking on the journey. So every so often, I make a positive change in my life. The last one I did was to switch to reusable straws. 

And then I talk about it… I figure that if I tell 50 people, one of them might make the switch too. Once my change has become a habit, I find something new to improve in my life!

I also use technology as a force for good! So many apps trying to make sustainable living easier! Such as “GoodOnYou” for my clothes, and most recently “Tap” for refilling my reusable water bottle.”


Yinny – Amplifier of Awesome

“I agree with Jess on continuous improvement, you’re never going to get it right the first time but if you’re willing to learn from your mistakes you’ll go a much longer way. 

One of the biggest changes I’ve made is eliminating plastic bags and cling wrap. Growing up, my family made a lot of food. So, using zip loc bags, plastic bags and cling wrap to store food was pretty commonplace for me. 

It wasn’t until the last few years that I realised the negative impact this had on the planet so I stopped! Now I use glass storage containers, and silicon wraps rather than disposable plastics, after all The Sponge is about creating positive impact!”


Be the change you want to see in the world

Woohoo! Congrats to the Sponge team for tailoring their everyday actions to make the world better! Seems like we’re all big on the environment as well (which is such a big plus given the state of today’s environmental discourse). 

What about you? If you’re a social business owner driven by purpose, how do your everyday actions outside of your company represent that?

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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
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Claytan Australia
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Richardson & Wrench Willoughby
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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
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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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