Our CulturePurpose & 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 your guide to articulating yours), 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 awesome clients, about your experiences on the receiving end.

Our Purpose

Help all brands be good for the world

Our Values

Big Love, like Family
Our team and clients are family. We have each other’s backs and are devoted to every member’s success.
Delightful Awesomeness
Our playfield is “outstanding”, the step above excellence. We continuously delight by taking initiative and by delivering extra awesomeness.
Effectiveness over Awards
We create stuff that works brilliantly, focusing on being lean and finding the simplest, quickest path.
Timeliness and Clarity
We are quick, meticulous and never rush, so our work is always on time and its awesomest.
Positive Workplay
We play our strengths with energy and have fun. Smiles and happiness are warmly reciprocated and bring positive outcomes.
Perpetuate Goodness
With gratitude we help good, purposeful businesses become better brands, both profitable and cash strapped (via our impact streams).
Profitably Abundant
Our financial vitality enables us to comfortably work in our geniuses and be the greatest possible benefit for our families, clients, communities and the world.
Obsession with Improvement
Our unquenchable fascination for the better way fuels our continuous personal and professional growth.

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

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

We expand to The Cooperage @ Pyrmont, inclusive of a waterfront balcony. Business booms & BBQ Fridays are reinstated.

Published our coffee table book, 310, 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

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

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

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

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

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

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

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.

Make Me Awesome, Too!

Get The Full Story

More About Us

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 Brands Grow

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

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