ABOUT

Sponge provides workplace learning for companies across the globe. Recognised widely in the UK L&D industry, they count many household names among their client base. Sponge were looking to develop a compelling new proposition to take into account their new products and services following a series of acquisitions. With a strong reputation in the industry for highly creative, cutting-edge bespoke learning content, it was important the new proposition protected this hard-won equity while uniting all of the brands under one masterbrand.

Sponge was a company was poised for growth and needed a strong proposition to take them to the next stage. Mr B & Friends worked closely with the team to create a future-focused brand and website to set Sponge apart.

The Sponge team had two key challenges to tackle with their new brand- creating standout in a crowded market and incorporating their brands into one compelling proposition.

Wading through the hype and big promises of the category, the reality is that learning leaders need one thing and one thing only- learning that works. Whether it’s for risk mitigation, cultural change or to improve business performance, they need learning with enough impact to stick in the mind of the learner and drive real and lasting behavioural change.

Too often, mandated training goes in one ear and out the other. The problem is, if people aren’t engaged they don’t learn and they don’t change. And workplace learning is rarely engaging. With a global reputation for creativity, Sponge already knew how to engage like no other. But true engagement needs more than creativity, it needs a deep understanding of how humans learn, combined with data science and excellence in technical delivery. Following their acquisition journey and bolstered portfolio that’s now something that Sponge can deliver.

Based on this understanding, the agency created an Organising Thought of ‘Unforgettable learning’ cementing the reason that people choose Sponge; because they’re able to provide learning in a way that actually works. Combining an understanding of the way that humans absorb information, with data science and excellence in technology delivery, Sponge engages learners in a way that makes the subject stick. This depositions their competitors with a bold, clear and relatable promise in a category of hyperbole. It also serves to build out a compelling platform for an unforgettable client and colleague experience.

The brand has been brought to life through a new identity that combines the magic of Sponge’s creative solutions with the logic of intelligence and use of learning science to optimise learning.

The combination of magic with logic were at the crux of our creative approach. Sponge offers more than a learning platform - they use innate understanding of how humans learn with engaging solutions. The creative solution ensures that the balance of cleverness and creativity is apparent. This approach was carried through to the website, which has a straightforward, easy to navigate interface.

The brand transformation provides a dynamic new brand for customers and become a focal point to bring together the global Sponge team, providing them with one purpose and a unified culture.

The site launched Sponge’s new brand both externally and internally, giving many their first taste of the new palette and design elements, all of which were brought to life expertly on the site.

The response from both internal and external stakeholders was overwhelmingly positive with imagery and layouts that look fresh and exciting, delivering an unforgettable user journey.