Meet The Founder: 3 Ways That Natalie Neal Hassett is Changing the Branding Industry

branding founders Nov 29, 2023

In this interview series, we had the honor of speaking with Natalie Neal Hassett, a visionary sensory brand designer, human design guide, and the founder of Naturally by Design.

Natalie Neal Hassett, the creative force behind Naturally by Design and former VP of Marketing, is revolutionizing branding for wellness experts and growth coaches. Her unique approach, shaped by her identity as a 6/2 Splenic Projector with her Personality Sun in the 1st Gate of Creative Self Expression, masterfully integrates Human Design and the Gene Keys to reveal the true essence of a brand. The Naturally by Design method translates clients' energetic essence into their fullest embodied expression through sensory branding, strategic marketing, and soulful messaging. Natalie's blend of expertise, coupled with her warmth as 'the creative in your corner,' ensures that each brand she crafts is not only visually stunning but also deeply resonates.


Can you please tell us a little bit about your story? We love to hear about the brand, but here at Visibility on Purpose, we are firm believers that our stories shape how we actually do business.

Growing up with a father who was an artist and entrepreneur, printing t-shirts in our basement, I loved how he crafted his own life path, inspiring me to explore my creativity by teaching myself design on his Adobe programs. 

In college, fascinated by what makes art impactful and why beautiful things were so deeply moving, I created my own major called Contemporary Aesthetics in Media and Arts alongside an English major and Media Studies concentration. 

After college, I lived in Tanzania, teaching English, dance and theater, and landed a prestigious advertising internship, standing out among 400 applicants with just 13 tweets, a feat that was featured in the New York Times.

Although the internship was fascinating, I decided a Mad-Men-esque career wasn’t for me so I became an intern at a travel company, where I progressively ascended to become the VP of Marketing. In this leadership role, the company experienced an exponential 11x growth in annual sales, earning a spot on Travel Weekly’s Top 10 Power List. 

The onset of COVID brought a shift in perspective about how much of my life and energy was invested in my job, despite loving my team and the experience.

The moment I found out I was pregnant after deciding to start a family, I had a lightning-bolt moment of clarity: we needed family support to raise a child, and it was time to heed the calling on my heart to build a branding business dedicated to helping women in wellness be seen for their brilliance. 

During the pandemic, I immersed myself in Human Design and the Gene Keys, exploring these modalities to understand how we’re uniquely designed to shine our light and live in alignment, fostering a sense of vitality and well-being. 

Integrating these tools into my branding work, particularly in the brand discovery phase, I’ve witnessed women in wellness transform, radiating presence and power with visuals that authentically reflected their unique vibe. 

This journey has been about more than branding; it's been a transformative process of helping others remember their radiance and express their unique brilliance to brighten the world around them. 


Did you ever have an AHA moment that led you to starting your business? If so, what happened?

Discovering Human Design and the Gene Keys was a game-changer for me. Realizing I was a 6/2 Splenic Projector in Human Design, literally designed to teach and role model creative self-expression (with my Sun in Gate 1, the Gate of Self Expression, known as the role of the Creative), gave me so much more conviction of my soul’s path. In the Gene Keys, my Life’s Work and Brand spheres are the 1st Gene Key, that moves from the shadow of Entropy to reveal the gift of Freshness with the ultimate expression being Beauty. Going even deeper, I learned I was a blend of water and fire energies, particularly the depths of Scorpio and the light of Leo, and found a way to reflect these elements  in my own brand colors using teal and gold in a way that felt fresh and creative, which became the foundation of my approach to branding. When I started showing up in a way that reflected my own design and brilliance, something remarkable happened - I became recognized for who I was and how I see the world around me versus just what I do. As a Projector, this visibility is crucial for our success, and it has empowered me to guide others to expressing their true selves.

Now, can you share what you're doing differently in your industry? Why do your clients choose to work with you over someone else?

The Naturally by Design method I developed focuses on diving deep into energetic essence before radiating outwards into embodied expression. This approach stands in contrast to the more traditional, masculine brand strategy methods like SWOT analysis and competitive market positioning that I learned earlier in my career. My shift in focus is informed by neuroscience, which reveals that 95% of purchasing decisions are subconscious and driven by emotion, and people with damage to the emotional areas of their brain are incapable of making decisions. 

That’s why, after delving into a client's essence using a blend of Human Design, the Gene Keys, and my creative intuition, I employ sensory branding techniques to craft their unique brand vibe. This vibe creates an emotional atmosphere that is sensed intuitively and acts as a magnetic force, either attracting or repelling people. It echoes Maya Angelou’s profound insight: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Branding from your inner brilliance, rather than conforming to what you think others want to see from you, creates a genuine frequency that resonates with the right people. The ultimate goal is to visually manifest this vibe, establishing an instant emotional connection and trust, both of which are essential for any business's success.

Can you give us three transformative ways that your work is changing your industry…and honestly the world?

Integrating Human Design and Gene Keys into Branding: By incorporating Human Design and Gene Keys into the branding process, I'm pioneering a more personalized and intuitive approach. This method not only aligns brands with their founders' unique energies but also resonates deeply with their target audience, fostering authentic connections.

Emphasis on Sensory Branding: My focus on sensory branding transcends traditional visual aesthetics, creating a multi-sensory experience that engages clients on a deeper emotional level. This approach not only differentiates brands in a crowded market but also establishes a more profound and memorable connection with clients.

Shifting from Masculine to Holistic Brand Strategies: Moving away from conventional, masculine-focused strategies like SWOT analysis, my method embraces a more holistic, deeply resonant approach to branding. This shift is not just changing how brands are developed and perceived, but is also influencing the industry to prioritize emotional resonance and authenticity in branding.


Do you have a particular story about a client that you’d like to share? Maybe one that really highlights the impact of your work?

I received a heartwarming message from a client today that truly encapsulates the impact of my work. She expressed, “I’m a better person and more embodied business owner because of you and the work we’ve done together. The work that you do is so unique and it’s so needed.” She had previously shared, “Natalie is brilliant at her craft and the way she holistically approaches branding by infusing human design, gene keys, and her intuition to fluidly guide the process is magical.”

This feedback highlights the transformative power of my branding approach. It empowers clients to show up more confidently, anchored in their authenticity. A major challenge for many is translating their inner brilliance into a form the world can see and appreciate. If more people, especially those helping others to heal physically, mentally, emotionally, spiritually, could express themselves confidently and clearly, the world would become a brighter place.

Where can our readers find you on the internet?


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