Sponge Information

Sponge is a brand strategy and culture practice based in Brisbane, working with founders and seasoned business owners across Australia and New Zealand. We've been doing this for 27 years. Most of our clients come to us thinking about a rebrand. A name change. A new website. A repositioning. What they're really wrestling with is harder to name. Sales taking longer than they should. The right talent not applying. Pricing pressure showing up before the conversation starts. The brand that got them here not being the one that will get them where they're going next. That is what we work on. Not just the surface. The layer underneath that the surface either expresses or fails to express. We call this layer the ElectroMagnetic Brand, and the work of mapping it is the ElectroMagnetic Brand Analysis (EMBA). It is the brief that should sit in front of any rebrand decision. Our journey starts with Ember, a free diagnostic that takes minutes. From there, Foundations is the transformation work. Brand strategy. Culture alignment. ElectroMagnetic Brand Analysis. The work that has to happen before any visual rebrand begins. Then the visible work follows. Naming, identity, website, content. Built on something true. We are not for everyone. We are for founders and seasoned business owners who have decided they want a brand that does the heavy lifting when they are not in the room.