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The Sponge is Proud to be a B Corp

Woohoo! The Sponge is now a B Corp

| Branding Insights, Purpose, The Sponge | 2 Comments

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 idea centres around a new rating system and standard for businesses. One that is more about people and positive impact than making shareholders wealthy. If you’re guessing it’s BrandLight, you are right. Here I was, creating my own model from scratch, feeling alone in the quest and making…

Dr Time at Purpose 2016

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

| Branding Insights, Purpose | 2 Comments

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 full days of awesomeness that has pumped me up, and I want to share what I experienced with you and the gems I have taken from it. To do it justice I am splitting it into two parts (and for ease of consumption) . Both…

Brand Refresh Guide - Brand storytime

Brand Refresh for 2017? You’re In Good Company!

| branding, Branding Insights | No Comments

A brand refresh in the works? You’re not alone. Last quarter of 2016 has been a time of reflection on how well your brand’s identity or brand story is doing the job connecting with the market. It is after all, human nature to like stories that we resonate with. A good story engages us and that’s where great branding starts. When it is lacking, it’s time for a brand refresh. Right now our team are being inundated with requests for…

What do a smiling newborn and an SEO friendly website rebuild have in common?

| Branding Insights, The Sponge | No Comments

What’s a smiling newborn got to do with a Search Engine Optimised, Mobile Friendly, Content Driven website rebuild? I may have hinted at this recently, but under the advice of my coach I kicked off a project that we do for others – only for ourselves this time! What, the plumber is fixing his own pipes?! Rather, the branding agency preaching that “your website must attract & convert leads”, is rebuilding their own to do just that! Yes, we are…


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. 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 perfectly tailored suit. Great branding is what excites us and we’d love you to get to excited with us about your brand.

Find out the full story here…