Growing Sponge

A brand conceived and designed entirely from scratch. Working closely with the client, a striking, effective outcome was achieved.

This is an example of a brand conceived entirely from scratch, working with the client to achieve what was needed. Peter from Sponge Industries needed to promote a software and a call centre package for garages and MOT centres, called SI-GN (Sponge Industries Garage Network), that he had developed. Sponge Industries itself required a simple brand, with a logo, style and colour palette, translated into print stationery (business cards and letterheads). This would later be transferred to a main company website (Sponge Industries), with a secondary, product-specific, microsite (SI-GN).

The brand was developed to be striking and easily recognisable, with the logo being adaptable to a range of print and digital sizes and contexts. Simple, salient images of different types of naturally occurring sponge inspired the colour palette, set against a complimentary dark sea blue, with textures used sparingly to convey a more organic feel to the clean design; this emphasised the personal touch offered by Sponge as a small, independent agency.

Madnella's senior digital designer was involved throughout the process, from concept generation for the Sponge brand, through to final build and delivery of the company website and stationery.

Sponge Industries website