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.

We Are Proud to Be B-Corp Certified


B corp

Our business is a force for good. We’ve met the rigorous standards of the B-Corp certification process and joined the ranks of Patagonia, Warby Parker, Etsy & Method in being socially responsible. And we’re just as focused on being the best branding agency for the world as we are at being the best in the world.

We Are Proud to Be B-Corp Certified


B corp

Our business is a force for good. We’ve met the rigorous standards of the B-Corp certification process and joined the ranks of Patagonia, Warby Parker, Etsy & Method in being socially responsible. And we’re just as focused on being the best branding agency for the world as we are at being the best in the world.

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 relatability—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 WorldOrphanFund.org.au. We practice what we preach. Because karma.

Orphans

See What Makes Us Tick


Check Out Our Story And Values

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)

The Core Team

team member team member plus icon Minus icon
team member team member plus icon Minus icon

Luke Faccini

Founder & Brand Storyteller

What's your superpower?
XRay Vision (for Purpose & Values that is)

Favourite Screen Character:
Neo - The Matrix

Top Sponge Value:
Perpetuate Goodness

Favourite Book:
Scaling Up by Verne Harnish

Passionate About:
Changing the global purpose of business to creating positive social & environmental impact

Zee Haider

Agent of Awesomeness

What's your superpower?
Attention to Detail

Favourite Screen Character:
Maximus Decimus Meridius - Gladiator

Top Sponge Value:
Perpetuate Goodness

Favourite Book:
Roots: The Saga of an American Family by Alex Haley

Passionate About:
Helping Others

team member team member plus icon Minus icon
Muzammil Husnain Muzammil Husnain plus icon Minus icon

Bogdan Enache

Graphic Designer

What's your superpower?
Unbridled Tenacity

Favourite Screen Character:
Don Draper - Mad Men

Top Sponge Value:
Obsession With Improvement

Favourite Book:
Cat's Cradle by Kurt Vonnegut

Passionate About:
Learning & Teaching; it's the same word in Romanian

Muzammil Husnain

Web Developer

What's your superpower?
Quick learner

Favourite Screen Character:
Jon Snow - Game of Thrones

Top Sponge Value:
Positive Workplay

Favourite Book:
A Song of Ice & Fire by George R. R. Martin

Passionate About:
Continuous Learning

Diana Costa Diana Costa plus icon Minus icon

Diana Costa

Online Marketing Strategist

What's your superpower?
Awesome ability to remember random and 'useless' details about people, places and events

Favourite Screen Character:
Olivia Benson - Law and Order SVU

Top Sponge Value:
Obsession With Improvement

Favourite Book:
A Hundred Years of Solitude by Gabriel Garcia Marquez

Passionate About:
Education and its importance in shaping the world

What's your superpower?

Favourite Screen Character:

Top Sponge Value:

Favourite Book:

Top Sponge Value:

What are you passionate about?

Luke Faccini Luke Faccini plus icon Minus icon
Zee Haider Zee Haider plus icon Minus icon
Bogdan Enache Bogdan Enache plus icon Minus icon

Luke Faccini

Founder & Brand Storyteller

Superpower: X-Ray Vision (for Purpose & Values that is)

Favourite Screen Character: Neo - The Matrix

Top Sponge Value: Perpetuate Goodness

Favourite Book: Scaling Up by Verne Harnish

Passionate About: Changing the global purpose of business to creating positive social & environmental impact

Zee Haider

Agent of Awesomeness

Superpower: Attention to Detail

Favourite Screen Character: Maximus Decimus Meridius - Gladiator

Top Sponge Value: Perpetuate Goodness

Favourite Book: Roots: The Saga of an American Family by Alex Haley

Passionate About: Helping Others

Bogdan Enache

Graphic Designer

Superpower: Unbridled Tenacity

Favourite Screen Character: Don Draper - Mad Men

Top Sponge Value: Obsession With Improvement

Favourite Book: Cat's Cradle by Kurt Vonnegut

Passionate About: Learning & Teaching; it's the same word in Romanian

Muzammil Husnain Muzammil Husnain plus icon Minus icon
Diana Costa Diana Costa plus icon Minus icon

Muzammil Husnain

Web Developer

Superpower: Quick Learner

Favourite Screen Character: Jon Snow - Game of Thrones

Top Sponge Value: Positive Workplay

Favourite Book: A Song of Ice & Fire by George R. R. Martin

Passionate About: Continuous Learning

Diana Costa

Online Marketing Strategist

Superpower: Awesome ability to remember random and 'useless' details about people, places and events

Favourite Screen Character: Olivia Benson - Law and Order SVU

Top Sponge Value: Obsession With Improvement

Favourite Book: A Hundred Years of Solitude by Gabriel Garcia Marquez

Passionate About: Education and its importance in shaping the world

Our Latest Thoughts


Woohoo! The Sponge is now a B Corp

Woohoo! The Sponge is now a B Corp

My Serendipitous Introduction to B Corp In May 2016 an author friend asked me if I was familiar with B Corporations after I shared a project I had conceived to change the world. The centres [read more…]

3 World Changers For You in 2017

3 World Changers For You in 2017

You’re either an incredibly awesome and devastatingly good looking client, or you’ve stumbled onto this and you are equally awesome, naturally! Because of that, here are the 3 world changers I want for you in 2017. [read more…]

Getting my Purpose on! Insights from Purpose 2016 (Part 1)

Getting my Purpose on! Insights from Purpose 2016 (Part 1)

This week I was totally immersed in an area of passion and importance to me. It was the Purpose conference put on by Sally Hill and the amazing team at Wildwon, in Paddington, Sydney. Two [read more…]

Our Latest Thoughts


We love helping good people grow their brands