FOUNDER, CREATIVE, CYCLE-BREAKER, CULTURE-SHIFTER:
BUILDING THE DAMN TABLE AND MAKING SPACE FOR OTHERS TO TAKE A SEAT.
IF YOU’RE LIKE ME, YOU LIKE YOUR INSPIRATIONAL SPEAKERS FEMALE, LATINA, AND FULL OF HEART.
HOLA. SOY NATALIA.
IMMEDIATELY YES. VAMOS.
AS SEEN HERE:
WANT ME TO SPEAK? I'D BE HONORED.
LOOKING FOR DESIGN? YOU NEED HOLA LUZ.
“What stands out most about Natalia is her ability to connect. She’s present with the audience in a way that I have not seen many speakers do. She’s not only a role model but also a true community leader.”
– Brianna Gonzales, Founder, The Social Chica
LET ME TELL YOU, FRIEND.
AS A WOMAN AND AN IMMIGRANT, THE “NI DE AQUI, NI DE ALLA” FEELING IS SOOOO REAL.
For me, the search for belonging dominated my career journey. Actually, it’s dominated my whole life.
Are we surprised? No. We are not.
If you are a woman, a woman of color, or an immigrant, I guarantee you know what it’s like to be the first.
The first to graduate from college.
The first to become an entrepreneur.
The first to break away from the narrative of doing things con las uñas – doing the most with the least - and to want more for yourself, your family, and your community.
We’re building without a blueprint, and it’s hard AF.
Even though I came from a college-educated family, “Building Without a Blueprint” could totally be the title of my biography. My entire corporate career, the thing I wanted most was someone like me whose success I could look up to.
It took 15 years for me to realize that the person I had to look up to? Was me.
And that not having a blueprint meant that I got to create one.
After getting my design degree in Colombia, I immigrated to the United States and worked for global brands like J.C. Penny, Marshalls, and T.J. Maxx for 10 years.
I loved my job, and I was really f*cking good at it.
But I was also really f*cking tired.
In Spanish, there’s a saying: Calladita te vas mas bonita. Or, “You look prettier when you’re quiet.” At my corporate job, I felt that. If I wanted to advance my career, I needed to make myself smaller. Dimmer. Quieter.
And as time went on, I realized I was yearning to take up more space, not less.
So I made the bold choice to leave the safety of my 9-to-5 and founded Hola Luz: a creative design studio that serves female entrepreneurs, Latina-owned businesses, minority founders, and professional women of color.
Yes, it was scary. I cried a lot.
Now, as a mom and an entrepreneur, I’m growing my business while raising my girls to “speak English but love in Spanish” – being as Colombian as they can while navigating the American way.
It takes so much bravery to try and build something for ourselves. But when we dare to be seen, we become who we wanted to see all along.
I WANT TO SHOW WOMEN THAT THEY CAN BE SUCCESSFUL WHILE SHARING THEIR HEART AND SHOWING UP EXACTLY AS THEY ARE.
YOU TOO? QUÉ BIEN.
WHAT I DO:
#1
WORKSHOPS
Masterclasses and breakout sessions that break down branding for normal people.
#2
GUEST SPEAKING
Saying the quiet part out loud for entrepreneurs, moms, and women of color.
#3
PODCASTS
Kicking back and getting real about life in a way that makes your audience feel seen.
PICK A SUBJECT
SAMPLE AN EPISODE
LOOK AT SOME TOPICS
¿PREFIERES ESPAÑOL? LO MISMO. THAT’S WHY I PRESENT AND SPEAK IN ENGLISH AND SPANISH - ¿PREFIERES ESPAÑOL? LO MISMO. THAT’S WHY I PRESENT AND SPEAK IN ENGLISH AND SPANISH - ¿PREFIERES ESPAÑOL? LO MISMO. THAT’S WHY I PRESENT AND SPEAK IN ENGLISH AND SPANISH - ¿PREFIERES ESPAÑOL? LO MISMO. THAT’S WHY I PRESENT AND SPEAK IN ENGLISH AND SPANISH -
¿PREFIERES ESPAÑOL? LO MISMO. THAT’S WHY I PRESENT AND SPEAK IN ENGLISH AND SPANISH
AND IF YOU AGREE, WE SHOULD PROBABLY WORK TOGETHER. 😉
I believe “professional” isn’t a white guy in a suit.
I believe that you don’t have to water yourself down to make money.
I don’t believe in hustling your way into every room. Relationships and building your village are far more valuable.
I believe business is a tool for healing and change.
I believe in investing in your passion.
I believe in putting money in the hands of women, so they can pour it back into their communities.
I believe that belonging is something you build.
I’M COLOMBIAN, SO OF COURSE
I’M GONNA TELL YOU WHAT I THINK.
"Natalia leads from her heart and soul and that is what makes her a powerful speaker. She has lived experiences that allow for deep insight into every single audience she encounters. Her passion for web design, branding, and most importantly the Latina community is what makes her a powerhouse in the industry.”
— Vanessa Luna
DFW Latina Society Founder
I USED TO SPEND MY DAYS PITCHING CONCEPTS TO FORTUNE 500 EXECS (AND TRUST ME, THEY DID NOT SPEAK DESIGN 😅).
I’M BASICALLY A WIZARD AT GUIDING NON-MARKETERS THROUGH BUZZWORDS AND BIG IDEAs.
WORKSHOPS, MASTERCLASSES, & BREAKOUT SESSIONS
BUILDING A BRAND BEYOND TRANSACTIONS
Here’s something most people don’t realize: there’s a big difference between growing a business and building a brand. In this workshop, we’ll learn how to go beyond the sale and become a platform for impact and sustainable income.
WHAT YOU’LL LEARN
BRAND CONSISTENCY 101
When it comes to your business, staying on-brand, connecting with an audience, and attracting revenue is a big assignment. This workshop shows you how to use simple tools that make the task much easier.
WHAT YOU’LL LEARN
DARE TO BE SEEN
Showing up just to promote your business doesn’t always attract the kind of people you want to serve. This workshop will walk you through being visible in a way that’s aligned with your values.
WHAT YOU’LL LEARN
BUILDING A BRAND BEYOND TRANSACTIONS
Here’s something most people don’t realize: there’s a big difference between growing a business and building a brand. In this workshop, we’ll learn how to go beyond the sale and become a platform for impact and sustainable income.
WHAT YOU’LL LEARN
BRAND CONSISTENCY 101
When it comes to your business, staying on-brand, connecting with an audience, and attracting revenue is a big assignment. This workshop shows you how to use simple tools that make the task much easier.
WHAT YOU’LL LEARN
DARE TO BE SEEN
Showing up just to promote your business doesn’t always attract the kind of people you want to serve. This workshop will walk you through being visible in a way that’s aligned with your values.
WHAT YOU’LL LEARN
BUILDING A BRAND BEYOND TRANSACTIONS
Here’s something most people don’t realize: there’s a big difference between growing a business and building a brand. In this workshop, we’ll learn how to go beyond the sale and become a platform for impact and sustainable income.
WHAT YOU’LL LEARN
BRAND CONSISTENCY 101
When it comes to your business, staying on-brand, connecting with an audience, and attracting revenue is a big assignment. This workshop shows you how to use simple tools that make the task much easier.
WHAT YOU’LL LEARN
DARE TO BE SEEN
Showing up just to promote your business doesn’t always attract the kind of people you want to serve. This workshop will walk you through being visible in a way that’s aligned with your values.
WHAT YOU’LL LEARN
BUILDING A BRAND BEYOND TRANSACTIONS
Here’s something most people don’t realize: there’s a big difference between growing a business and building a brand. In this workshop, we’ll learn how to go beyond the sale and become a platform for impact and sustainable income.
WHAT YOU’LL LEARN
BRAND CONSISTENCY 101
When it comes to your business, staying on-brand, connecting with an audience, and attracting revenue is a big assignment. This workshop shows you how to use simple tools that make the task much easier.
WHAT YOU’LL LEARN
DARE TO BE SEEN
Showing up just to promote your business doesn’t always attract the kind of people you want to serve. This workshop will walk you through being visible in a way that’s aligned with your values.
WHAT YOU’LL LEARN
“Having Natalia speak inside my group program was nothing short of transformational. Her workshop, Building a Brand Beyond Transactions, deeply resonated with every woman in the room.
She has a powerful way of helping entrepreneurs see their brand not just as a business, but as a reflection of their values, voice, and deeper purpose.
So many women left the session feeling more confident, aligned, and excited to fall in love with their business all over again.”
— Debbie O’Hara
Money Coach & Founder of Financially Fearless Women
WHAT WE’LL TALK ABOUT AND WHO IT’S FOR
MOTHERHOOD, IDENTITY, AND BUILDING A LEGACY ON YOUR OWN TERMS.
This is for anyone who’s carrying a dream and trying to get it right for the generations that come after, while holding the weight of trauma left by the generations that came before.
It’s a personal story of raising first-generation daughters, building a business in my second language, defining success as a Latina immigrant and trauma survivor, and what it looks like to heal yourself by becoming the person you always wanted to see.
WHAT WE’LL TALK ABOUT AND WHO IT’S FOR
MOTHERHOOD, IDENTITY, AND BUILDING A LEGACY ON YOUR OWN TERMS.
This is for anyone who’s carrying a dream and trying to get it right for the generations that come after, while holding the weight of trauma left by the generations that came before.
It’s a personal story of raising first-generation daughters, building a business in my second language, defining success as a Latina immigrant and trauma survivor, and what it looks like to heal yourself by becoming the person you always wanted to see.
GUEST SPEAKER FOR CONFERENCES AND EVENTS
GROWING UP, MY BIG VOICE USED TO GET ME IN TROUBLE.
NOW, I GET TO USE IT TO ELEVATE AND EDUCATE OTHER WOMEN OF COLOR.
- Letting go of traditional definitions of success.
- Navigating visibility, identity, and ambition as a woman of color.
- Using business as a tool for generational healing, wealth, and breaking generational cycles of trauma.
WHAT WE’LL TALK ABOUT AND WHO IT’S FOR
PURPOSE-DRIVEN MARKETING
Marketing doesn't have to feel manipulative, exhausting, or performative. It is not about doing more. It’s about showing up in ways that actually reflect who you are, so that the right people notice you, connect with you, and convert.
WHAT WE’LL TALK ABOUT AND WHO IT’S FOR
PURPOSE-DRIVEN MARKETING
Marketing doesn't have to feel manipulative, exhausting, or performative. It is not about doing more. It’s about showing up in ways that actually reflect who you are, so that the right people notice you, connect with you, and convert.
- Creating visibility strategies that get the right eyes on your business.
- Writing stories that convert, honor your journey, and amplify your purpose.
- Daring to be seen and finding value-aligned opportunities to market your business.
“Natalia was so much fun and so easy to work with. She is not afraid to give real and honest thoughts that engage the community and showcase her passion. She was a great addition of value and entertainment to our panel at this event for female founders.
With her experience, her heart, and her expertise, she’s someone you want in your corner.”
— Amanda Smith
Founder of Dallas Girl Gang
PODCAST APPEARANCES
I’M A DESIGNER, A COLOMBIAN IMMIGRANT, A MOM, A FOUNDER, A BRANDING EXPERT, AN ENTREPRENEUR, AND A FORMER FORTUNE 500 COMPANY DESIGNER.
NEEDLESS TO SAY, I HAVE A LOT TO SHARE.
No time to Stop with Natalia Gaitan
From corporate design to creative freedom, Natalia Gaitan opens up about building Power Up Brand + Design, redefining success, and raising first-generation kids with purpose.
LISTEN NOW >
Infusing your secret sauce into your business with Natalia Gaitan
Designer and founder Natalia Gaitan joins us to talk confidence, creativity, and building a standout brand, plus her love for Taylor Swift’s human-centered marketing magic.
LISTEN NOW >
Daring to be seen: Why branding is a tool for social impact with Natalia Gaitan
Natalia Gaitan, founder of Hola Luz Creative, shares how purpose-driven branding becomes a tool for visibility, legacy, and impact—especially for Latina and minority-owned businesses.
LISTEN NOW >
Mami to Mogul: How Natalia launched her brand and web design business with Natalia Gaitan
Natalia Gaitan of Hola Luz Creative shares her journey from corporate fashion to entrepreneurship, redefining success, motherhood, and wealth as freedom.
LISTEN NOW >
Katy Calls BS with Natalia Gaitan
Brand strategist Natalia Gaitan joins the show to bust the myth of “just a logo” and talk real branding, websites, and building a business that actually works.
LISTEN NOW >
MY MIC IS PLUGGED IN. LET'S DO THIS
"I can’t say enough good things about Natalia. She brings fresh ideas, practical advice, and genuine energy to every conversation. If you’re looking for someone who truly gets branding and knows how to connect with an audience, I highly recommend her for any panel or podcast.”
Dr. Mary Margaret Carrillo
Founder of Latina Voices Institute
HOT TIP:
GET A SPEAKER WHO OWNS HER POINT OF VIEW.
HERE’S MINE
READ NOW
Why Brand Clarity Matters + Brand Design Tips for Latinx Businesses
This post breaks down how to define your voice, values, and visual direction so your brand feels aligned, confident, and instantly recognizable.
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Authentic Branding for Women of Color & Latinas + Examples
Discover how intentional storytelling and genuine design help your brand resonate deeply and stand out.
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Web Design for Women of Color and Latina Female Entrepreneurs
Learn how design tailored for female founders can elevate your brand, clarify your message, and make your business unforgettable.