We want to build brands that are good for the world.
Sponge is unbent on working with people and organisations who care about people and the planet and want to give back. It’s who we are and it’s what we do.
Since 2000,we’ve grown from three creatives in a cabana to a team of big-hearted branders who help purpose-led businesses shine. We tell stories about businesses making a real difference, and when those stories are grounded in truth, people line up to listen. Buyers become loyal and customers convert to raving fans.
Business for Good, in Practice
In 2016, Sponge became a certified B Corp as part of a deep commitment to using business as a force for good. That decision shaped how we worked, who we partnered with, and the standards we held ourselves to.
Over time, our focus has shifted from certification to action.
Today, our commitment to Business for Good is expressed through the choices we make every day, the clients we work with, and the initiatives we invest in. This includes reducing our environmental impact where we can, being thoughtful about how and what we produce, and actively supporting purpose-led businesses through community and collaboration.
You can read more about how and why our thinking has evolved here.
Read why we’ve chosen not to re-certify, for now →
Our Culture is our Purpose & 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
Get The Full Story
Humbling Words From Awesome People
We’re ready to help make your brand something to rave about.
Working with us is super easy.
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Founded in 2001, Sponge is a branding agency and consultancy led by Luke Faccini. We help purpose-led and purpose-curious business owners with growing teams rebrand and build brands that are good for the world. From brand strategy and naming to rebrands, refreshes, and identity systems, we’ve got you covered.
+617 3185 4070
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.
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