Get ahead with these short and value packed branding insights.

The Sponge - Danger Zone

How to Check Your Business Relevance

| branding | No Comments

Even if you’re on the right track, you’ll get run over if you just sit ~Will Rogers In the 13 years that The Sponge has been in business, I have spent a LOT of time sitting on the track. For me that meant long stints of being very busy working in the business, putting my head up infrequently only to notice there had been huge leaps ahead in the calendar! How fast does time fly? 1 year goes past in…

BI Managing Expectations

A Simple Way to Keep Customers Coming Back

| Branding Insights | No Comments

Customer experience is crucial today. If you’re not managing your client’s expectations, you’re setting up to lose them. Often it’s due to what’s unsaid. In this short video (only 2:05) I share with you how this became very real for me recently, with the intention that you can identify any instances in your business where you are giving away bags of cookies and start managing expectations well. A big thank you to my friend Seán Collins for the coffee fable,…

Logo Design Fundamentals - The Icon

Logo Design Fundamentals – The Icon

| branding | 2 Comments

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 simplicity I’ll refer to it as the “icon” throughout this post. Granted there are many brands that do not employ the use of an icon and opt for a purely typographic solution, but by doing so you miss the opportunity to tell more of your brand’s story. By having a strong, flexible and meaningful icon…

Branding Insights Brand Story Realignment

How Brand Story Realignment Creates Raving Fans

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Branding Insights #6 – How Brand Story Realignment Creates Raving Fans Let me know if this story sounds familiar: Your business has been running successfully for years, or decades. In that time at least one of these has happened: Your business has changed Your products or services have changed Your buyers have changed Your market has changed The way which you communicate with the market has changed Technology has changed While a lot can radically shift in the environment and…

How We Can Help You

While you are here, watch these super short videos below of our branding work.


Watch this fast pace showreel of some brand marks we’ve designed. Spanning many industries, we have created fitting, story rich brands that stand the test of time.


This video is a cross section of the branding roll out and marketing pieces for Tribe Social Fitness. From brand naming, mark, strategy, through to all forms of marketing collateral, we have been their branding and marketing partner.

Take a Look Some Of Our Recent Work

Why The Sponge Exists

We exist to help you make your branding perfect. It all starts and ends with a rich and authentic story, and we specialise in helping you find yours. Whether you’re rebranding or building a new brand from scratch, The Sponge branding processes keep on delivering new brand names, brand marks and brand strategies, that fit like a exquisitely tailored suit. Story Rich Branding, flawlessly executed, is what excites us and we’d love you to get to excited with us about your brand.Click the button below and contact us today!

Find out the full story here…