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Our Culture

Purpose & Values

We want to be the best branding agency for the world.

The Sponge is unbent on working with partners who give back. It’s who we are and it’s what we do.

Since 2000, we’ve grown from 3 creatives in a cabana to big-hearted branders who shine light on great companies. We create feel-good stories about entrepreneurs making a difference – and people line up to listen. Buyers become loyal and customers convert to raving fans.

In 2017, The Sponge became a B-Corp Certified Branding Agency  and in 2020 we recertified, upping our game to 107 pts. Being a B Corp guides decisions about our projects and who we do business with. Specifically, we choose to work with clients and projects that are socially responsible, ethical, and environmentally sustainable. And having a positive impact is a must.

We consciously look for ways to reduce our wake. Whether by cutting electricity consumption, or commissioning smaller commercial print runs

Our Culture & Values

A company’s culture is only as strong as its purpose and values. As big believers of this (and as guides for our clients in articulating theirs), our day to day decisions are directed by our values. We celebrate team members who exemplify these values. And we relish the opportunity to hear stories from you, our potential new awesome team mate, about how they resonate for you.

Our Purpose

To Help All Brands Be Good for the World.


Our Values

Genius at Play
Our insatiable curiosity for better compels us to incite the genius in every tribe member to play, generating funergy, and producing delightful awesomeness.

Perpetuate Good Business

With gratitude we strive to help all good, purposeful businesses become better brands, ingraining positive impact, healthy profits and awesome culture.

Big Love, Like Family

Our tribe is our family. It includes our team, clients and the greater community. We’re devoted to the success of our tribe, collectively and individually.

Sponge Values Glossary

Word selection is everything! We have been deliberate about every single one! The goal is to be as succinct and meaningful as possible. The following is how we define specific words so we are all on the same page.

  • Genius: The active state where we’re most in natural flow (as individuals). It’s where we produce the highest value, and are most energized.
  • Play: In choosing positive emotional states such as curiosity that we can be our most creative. It’s from this state that work becomes play, and is more enjoyable for all.
  • Better: Positive improvement, either by sporadic steps or perpetually increasing.
  • Funergy: This is simply the fusion of fun and energy, born from work that is fun and energizing!
  • Ingraining: Fixing deeply into an organisation, so as not easily undone.

The Story So Far

Luke and his 2 partners graduate from Sydney’s then premiere design college – Enmore SIT. The Sponge is unceremoniously launched in his cabana. BBQ Fridays are born.
The Sponge moves to Broadway and shifts into the corporate and financial market. One of the founding members leaves to pursue other passions. The company expands from website design to branding – and boy, are they good at it.
We expand to The Cooperage @ Pyrmont, inclusive of a waterfront balcony. Business booms & BBQ Fridays are reinstated.
Published our coffee table book, 410, bursting with awesome brands.
Delved into the new world of social media marketing with a joint venture in a snowboard company. Rapid sales and adventure followed. Still creating kickass brands for clients.
Launched a social media arm to deliver massive wins for clients. We become an equity partner in a national wellness business and expand our team with new senior developers.
We break the mold for a client. Our designers create a complete hosted operating system for a fitness center, something that’s never been done before and results in an oh-my-lord-I-love-this! member response.
Produced our first mobile app. Which was so very 2013 of us.
Massive year! Experienced our “purpose moment” (long story). Fall out with partner in wellness company causes huge ripple effect. Restructure ensues. Highly emotional days. Tears of sadness. Tears of joy. Lots of ice cream consumed. Demand from our awesome clients continues. So we keep keepin’ on.
Awesomeness cannot be stopped. Energized with our new purpose, “to help good businesses become better brands,” The Sponge is reborn. A new, agile and remote model full of international superstars emerges.
We walk the walk. The Sponge becomes an officially Certified B Corp and proud member of Conscious Capitalism Australia. With our brand aligned and values defined, we launch a new website (hey, you’re on it now) to tell our purposeful brand story. Also, pretty colors.
Moved HQ to Brisbane. Launched our Advanced Brand Story Program and impact initiative Double the Goodness Grant. And co-founded GoodNorth (Byron to Bundy) good business community.
A renewed focus on our culture. Launched two more impact initiatives: $10Mil Impact Karma Seed & Monthly Marketing Munchies (and it’s only June!).
Woohoo! We have successfully recertified as a B Corp. And we have upped our score to 107!
After more awesome culture work, we officially announced our new, grander, brand purpose: Help all brands be good for the world
Inspired by our new purpose, we’ve rebranded. After 20 years we’ve got a brand new visual identity to match who we are as a team!

About “Awesomeness”

We say “awesome” a lot. That is all.

Get The Full Story

Our Latest Thoughts

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

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