Logo Design Fundamentals – The Icon
One of the key aspects of a good brand logo is its “mark”. It’s the graphic element in a brands visual identity, but just for [read more…]
Our Latest Thoughts
An Applicant's Guide to the Double the Goodness Grant
Most grant applicants ask us for too little Something happens in almost every conversation we have with our Double the Goodness grant applicants. They arrive [read more...]
Reality Distortion Field: Why Your Brand Works in the Room But Not Without You
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You win the meeting. You always win the [read more...]
The Rebranding Mistakes Most Businesses Make Before They Even Start
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team The decision has been made. The business needs [read more...]
How to Rebrand Your Business - Why Most Get It Wrong Before They Start
By Luke Faccini | Founder, Sponge | 27 years in brand strategy | Author, The Humming Team You have made the decision. You know how [read more...]
Where we draw the line
There are moments in business where neutrality stops being a safe or responsible position. Not because the topic is uncomfortable, and not because taking a [read more...]
Why We’ve Chosen Not to Re-Certify B Corp (For Now)
For the past nine years, Sponge has proudly been a certified B Corp. We certified in late 2016, recertified twice, and have passionately spoken about [read more...]
Before You Rebrand: Lessons from Jaguar’s Missed Opportunity
What’s up, good human? Today, we’re diving into Jaguar’s rebrand. On the surface, it seems like a bold move for a storied brand transitioning to [read more...]
23 Years of Sponge
We turned 23 years old this month. It certainly snuck up on us! And initially it felt like the year blew by without achieving much [read more...]
Life Changing Impact: Our Journey with Detour House Inc.
I’ve just turned 16. It’s dark and I’m stepping out of the door of my childhood home, for the last time. I’ve got all the [read more...]
Reconnecting with Our Core Value: Big Love, Like Family
What happens when a culture-first organisation like ours drops the ball on its own values? Or worse, as a culture-focused leader, drops the ball? …it [read more...]
We’re fanatics about culture and impact. Through our client work and our Business for Good initiatives via the GoodNorth community, we strive to create real, positive impact together.