Honk Labs

The problem with selling transformation

Honk Labs works with businesses that have grown past their systems. Operations audits, internal tools and platforms, and advice on where AI earns its place and where it does not.

Every consultancy in this space says a version of the same thing, and most of them say it in the same abstract register. The buyer, who runs a business that still moves work on paper, cannot tell them apart and does not have the vocabulary to judge them.

Naming the audience instead of the service

The headline does the separating: digital transformation for analog industries.

It works because it names who this is for rather than what it is. A logistics operator or a manufacturer reads analog industries and recognises themselves, which is more than a promise of transformation ever achieves. Everything under it is arranged around the same principle. The three services are described by what a client would ask for, the audit is placed first because it is where most engagements actually begin, and the founders section states plainly that they ran these operations before advising on them.

The mark

The existing logo had fragmented into pieces that no longer read as one thing, particularly at small sizes where it broke apart entirely.

The redesign took the name literally. Honk, geese, formation. The mark is a set of angular forms arranged in flight, which holds together as a single shape at a favicon size and still reads as movement at display size. Three concepts were presented and the formation direction was the one taken forward.

We designed the identity and the site. The client’s team built it, and it is live at honklabs.ai.