Episode 227 — The Business of Looking Sharp: Inside Brian Hatfield’s ByDesign Standard

Landscaping has long carried a rough-and-ready reputation — trucks with branches sticking out, stained shirts, and crews that “get the job done” but don’t always look the part. Brian Hatfield set out to rewrite that story.

The Blue Collar Twins, Jason and Jeremy Julio, sit down with the President of ByDesign Landscapes to unpack how he built a brand where clean fleets, crisp uniforms, and elevated service weren’t nice-to-haves — they were the strategy. 

Brian started cutting lawns with his father, worked for top New Jersey competitors, and saw firsthand how the image of the industry held companies back. In 2005, he launched ByDesign with one goal: prove landscaping could look, feel, and operate like a top-tier contracting business. Today, with 235 employees across multiple divisions, ByDesign’s presentation has become its calling card. 

From spotless trucks to professional sales teams to premium installations backed by warranties, Brian explains why presentation isn’t cosmetic — it’s a competitive advantage. And with long-tenured leaders like Jesús steering operations, the culture behind the brand is every bit as strong as the visual identity. 

🎧 A masterclass in brand discipline and operational pride — showing how elevating the image of an entire industry starts with elevating your own.