Our Founder

Xitlalt (seek-LAH-lique) is the Nahuatl word for “Northern Star”. It appears that even at birth, she was destined to shine and to illuminate others’ lives. Founder and CEO of X Level Inc., she is a multi-talented and dynamic entrepreneur. Her dedication to reinventing the creative services, fashion, and entertainment industries through diversity, empowerment, and positivity is a source of inspiration to her colleagues in the industry. She is a taste-maker who guides people and their brands while maintaining their original essence and authenticity. Her team takes projects and utilizes what exists and then develops a strategy to elevate it to the X Level. XCreative is Xitlalt’s passion for it allows her to utilize all of her experience and hand-pick talent to execute the loftiest of visions - which is why X marks the spot for creative excellence.

 “I ardently believe in empowerment and growth. We help our clients execute their visions while inspiring those around us. We do this while committing to giving back to the community and positively impacting the world.”  - Xitlalt Herrera

Xitlalt has a 15-year tenure with luxury and iconic fashion brand, Neiman Marcus, as well as a steady involvement in the entertainment industry. Her expertise is sought after as a Creative Director for both the private and non-profit worlds, particularly for projects or brands that need re-envisioning. She is a magnetic public speaker, an award-winning producer and has extensive experience in media and public relations.

With 23+ years of experience in Fashion, Arts and Entertainment, Luxury Retail, Media, Public Relations, Production, and Philanthropic work, Xitlalt emphatically understands the importance of networking and pooling resources for ultimate success. With her engaging professionalism, she has built a vast community of relationships of the industry’s finest who can assist in elevating your project beyond a singular perspective.

Philanthropy is also a passion of hers and she has served on the boards and committees of Fashion Group International, GlassWing International, Mercado Global, Any Baby Can, Arts San Antonio, McNay Art Museum, ArtPace, Southwest School of Art, Blue Star, and is one of the of the founders of the acclaimed formal event, La Catrina Ball for the Public Library Foundation.