About Us Helping Brands Realign With Purpose

…And Kind of Saving the World, Too

The Sponge is a branding agency that goes beyond logos. We home in on your do-right-edness and amplify your social value. Not in a follow-me-on-Instagram kind of way – but in an
I’m-a-responsible-business-who-gives-back-to-my-community way.
This results in a deeper purpose for your team, a cult-like following of customers (the good kind), and die-hard fans who, ironically enough, will follow you on Instagram.
Our focus is to create a compelling brand story for you. Our branding services include: new brand names, new brand logos, rebrands, and brand strategies. We find your good and we tell it to the world.
And we solemnly swear to have fun while doing it.

Good People Make Good Companies

In 2001, we were 3 Mac guys living on a PC budget. Fresh out of college, we scored our first deal to design a website and began working on projects we felt really good about….from a cabana.
We grew from designers to branding experts and moved into a bigger office. We took on more clients, learned a ton about what makes a good company work and started winning awards.
…Then we lost sight of our focus.
At some point, we became fixated on what we were doing rather than why we were doing it.
So we rebranded ourselves.
Now we’re intentionally small—both in size and client base. Our roster consists entirely of customers with purpose & people who want to give back. The work we do is meaningful. Our clients get our full attention. And we love working with each other.

Caution: Insanely Talented People Working

Everyone here is 100% committed to making a more beautiful world. And you can’t work here if you’re not awesome.
Awesomeness is the common attribute among our branding agency. With so many different nationalities and backgrounds represented on our roster, it’s the one thread that connects us all. It’s the combination of great skill, natural talent, passion, respect, and reliability—and our insane level of awesome has resulted in an amazing team that works together like a small village.

We Love Helping Good People Grow Their Brands

Passion & Responsibility

The Sponge allocates 10% percent of profits towards sponsoring orphans around the world. It’s a cause we’re passionate about and every dollar contributed directly helps a child. If you’d like to learn more about the effort, or to make a donation, please visit MAAinternational.org.au. We practice what we preach. Because karma.

Passion & Responsibility

A Crew to Clean up Your Brand

It’s so tempting to make a Sponge pun right now – but we’ll refrain and let you soak in (ha!) this one last piece of information.
Our team of big-hearted brand specialists consists of:

  • (High IQ) Strategists
  • (Super-creaty) Creative Directors
  • (Extremely graphic) Designers
  • (Wordy?) Copywriters
  • Interns (who make us feel old)
  • And other necessary administrative support (who come up with the good ideas)

Founder Bio

Luke Faccini ~ Brand Storyteller

Luke has lead The Sponge since founding it in 2001. He has evolved through many phases including roles as creative director, digital strategist and concept development.

A trained brand designer with approaching 20 years experience, he has helped companies transform, and start-ups launch. He now directs brand story crafting, brand strategies, and oversees all work at The Sponge.

Discovering years ago that story is the heart of a brand set Luke on a path of brand storytelling mastery. It is central to the work he does – Helping businesses find and articulate their purpose, values and authentic brand story. He is dedicated to helping good businesses and organisations transform into better brands. To help brands authentically engage with, and positively impact more people. His mission is to help truly good businesses do more good.

Our Latest Thoughts

Humbling Words From Awesome People

  • 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 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
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 design. Easy to work with. Jobs are completed quickly. Highly recommended.

    Alexander Bont BONT
  • 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
  • Love their vision, love their work and mostly love the team!

    C. S. Chen Claytan Australia
  • 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
  • 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
  • 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

We Love Helping Good People Grow Their Brands

We’re ready to help make your brand something to rave about.

Working with us is super easy.

Step 1:

Step 1:

Book a free consultation

Step 2:

Step 2:

Allow us to craft a plan for you

Step 3:

Step 3:

We’ll implement it together