H/L Creates New Brand Identity for Xonar: An Expression of True Security

Today, Xonar Technology Inc. and H/L announced the launch of a new brand strategy and identity to create a digital presence for the technology company. The new brand conveys how Xonar’s multi-sensor, AI-empowered security system redefines physical security screening. Throughout their work, H/L leaned into the company’s philosophy of True Security. The spirit of True Security is empowering security personnel with state-of-the-art screening technology that leverages machine learning and artificial intelligence to minimise human error and maximise throughput and accuracy. Xonar’s flagship product, Xonar TruePort, was purpose-built to enhance venue safety as well as guest experience.

​

Through qualitative research and a thorough understanding of the competitive marketplace, H/L developed the brand positioning, manifesto, product naming and brand assets including a vibrant logo, brand standards, best practices, and an energetic new website.

The new website communicates how Xonar is at the forefront of security screening innovation, blending advanced multi-sensor technology, cutting-edge image processing, AI, and cloud computing to deliver industry-leading reliability and accuracy. The new web design showcases how Xonar differs from the competition by featuring an interactive product demonstration and highlighting capabilities and integrations, as well as the system’s ability to improve a venue’s operational efficiency. 

“We selected H/L because they are a highly talented and creative team with a stellar reputation when it comes to brand development and execution,” said Hans Hufschmid, chairman and CEO, Xonar Technology Inc. “The H/L team advanced Xonar from a product to a brand, bringing to life the spirit of 'True Security' and our new approach to innovative security solutions.”

With a commitment to Make Momentum. for its client partners, H/L prides itself on working with brands who are willing to push creative boundaries to communicate and make a bold impact.

“The Xonar team are visionaries in building successful businesses and have developed a state-of-the-art security screening solution that leverages machine learning and AI to redefine physical security,” said David Morrissey, VP and director brand strategy for H/L. “Our approach to the rebrand emphasised their differentiation in security screening innovation in a creative and impactful way. We look forward to continuing to make momentum together as we roll out the new brand and welcome a new era of True Security.”