The Client

Xena is an online collective for women in business led by dedicated mentors & leaders in business growth. They’re devoted to cultivating successful fempreneurs and bolstering the female economy in South Africa. Xena trusts us with a full service solution, including brand and visual identity, website design & development, social media management, paid advertising and more.


Client Brief.

Xena came to Centric as a napkin idea. They asked us to turn their idea into something (or someone), women in business would trust & resonate with. A brand with an identity (on and offline) that makes fempreneurs feel seen, heard and safe – enough so to trust Xena with their business growth journey. They also required our help with community building by leading their growth marketing strategy – from social media and paid advertising to email marketing, as well as community content creation and virtual event execution.

The Strategy.

First, we got to the core of Xena. We distilled their big idea into an essence that we could use to create a full-service brand and marketing strategy. The aim? Get their community of fempreneurs building quickly, steadily and sustainably. 

We created a visual identity that lands their narrative consistently and authentically through each brand experience – from logo design and corporate identity, to a uniform social media presence, as well as a user-centric, functional website. Our goal was to make Xena tangible to their audience in ways that align with the pursuit of their biggest business dreams.

Think double tap-worthy design collateral, boosting budget implementation and management, analytics tracking and reporting. Via their blog section, the Xena Journal, we create valuable written content that people actually read. We are also actively involved in the roll-out of community features and weekly webinar planning & execution.

The Result.

12 months later and 5,000 members stronger, we’ve helped Xena in creating an engaged online community and a loyal social media audience. With a distinct and memorable brand, Xena successfully differentiates themselves from their competitors and is actively growing into a global phenomenon, assisting female business owners to achieve their vision and unlock the female economy.