Shift to Industry Innovater

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Background

HONK is a leading AI-powered digital roadside assistance platform built for enterprise clients across insurance, automotive, fleet, and logistics. After a decade operating with a single major client and limited brand presence, HONK needed a strategic repositioning to unlock growth in Tier 1 insurance and OEM markets. Despite market-leading NPS (83+) and best-in-class wait times, HONK struggled to differentiate from legacy vendors in a category historically dominated by outdated models and consumer-app perceptions.

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The Challenge

The HONK team had the platform, performance, and vision but lacked a cohesive brand architecture, modern digital presence, and compelling narrative for enterprise buyers. The perception of HONK as a consumer-oriented towing app was misaligned with its true identity: an enterprise-grade SaaS platform delivering logistics intelligence at scale.

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The Approach

Gigantic Media led a strategic repositioning to reflect HONK’s evolution from service provider to connected mobility platform. The collaboration included:

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Deliverables included:

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• Brand Strategy & Narrative: Refined HONK’s story to highlight its AI dispatch engine, transparency, white-label capabilities, and unparalleled NPS, reframing roadside as a premium, on-brand experience for enterprise partners.
• Website Redesign: A complete overhaul of HONK’s digital presence, aligning content and UX to buyer needs. The new site positions HONK as a modular platform offering bundled solutions like Collision Response Suite, EV Recovery Suite, and Disaster Response Suite.
• Product Interface Refresh: Updated design system and UI for HONK’s operations platform to showcase enterprise-grade flexibility, customization, and API-driven architecture.
• Pitch & RFP Modernization: Delivered a comprehensive suite of sales enablement assets including investor-style pitch decks, dynamic RFP templates, and value-driven visuals tailored to insurers and OEMs.
• Event Support: Designed branded experiences and collateral for HONK’s executive presence at SEMA and insurance innovation events.
• Targeted Digital Campaigns: Deployed strategic LinkedIn and social creative emphasizing HONK’s transformation from "a towing app" to "your roadside technology partner" across enterprise audiences.

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The Impact

Gigantic’s repositioning initiative gave HONK a credible, enterprise-ready brand identity, unlocking sales velocity and executive engagement at key insurance accounts like Farmers, NJM, Auto-Owners, and Lemonade.

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KEY OUTCOMES

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• Perception Shift: Successfully transitioned from a consumer-facing brand to an enterprise SaaS platform in the eyes of insurance and automotive executives.
• Sales Enablement: Equipped HONK’s GTM team with high-impact assets that accelerated early-stage conversations and improved RFP win rates.
• Marketing Engine Launched: Established foundational systems including website, CRM integrations, and brand messaging for scalable demand generation in mid-market insurance and commercial fleet segments.
• Platform Awareness: Highlighted HONK’s unique approach to job dispatch, cost efficiency, and real-time case management, differentiators now central to the company’s growth narrative.

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Gigantic Media helped HONK go from underdog to industry innovator, reframing a legacy category and empowering a high-growth SaaS brand to scale its next chapter.

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"From a sales perspective, the work Gigantic Media delivered has been invaluable. The modern rebranding and new HONK website have fundamentally elevated our market position, giving our organization a powerful platform that resonates with sophisticated buyers. This isn't just about aesthetics, it's about sales enablement. We've seen a clear uplift in customer engagement that translates into more qualified inbound leads, directly supporting our sales and business development pipeline. Gigantic Media understands how to connect creative work to revenue."

Alan Holman
VP Enterprise Sales
HONK

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