Xenon Events is a Canberra-based startup bringing Bollywood fusion events to the community—encouraging inclusivity through culture, music and dance.
Starting from Scratch
Xenon Events—a startup bringing Bollywood fusion events to Canberra—needed support turning their vision into something tangible. We built their brand and strategy from the ground up. This included shaping their purpose, mission and values as well as developing a visual identity, building their brand foundations and getting them ready to launch.
What?
Why?
As a new brand entering a niche but growing scene, Xenon needed to stand out while staying true to its cultural roots and unique value proposition. I wanted to create a brand that felt both bold and authentic—something that would resonate with a broad audience and set them up for long-term success.
I collaborated closely with the founders to shape the brand’s purpose, mission, vision, and values, including a heartfelt charitable element where 10% of event profits would go to a chosen charity based in India. From there, we created a visual identity that captured the energy and vibrancy they hoped for their events. We used this purpose-built identity to design their initial website and set up their social media channels with starter content and templates, laying the groundwork for the Xenon team to eventually take the reins.