Welcoming ‘Wild Hue’: The Story Behind the Change
When we set out to help Emilie introduce ‘Wild Hue’, we started with a simple Q&A with her to help us tell the story of how Home Methods became something new. But as we read through her answers, it became clear that the story was better told in her own words: honest, thoughtful, occasionally hilarious, and very Emilie. So rather than turn her answers into a polished piece of copy, we're letting her tell you about Wild Hue, where it came from, and where it's headed.
— Nate (Limonata)
Beginning A New Chapter
“The ‘method’ of Home Methods was and still works - it’s how we operate, and that’s important to us…
but we wanted a name that spoke more to who we are and what we do.”
1) Let's start with the obvious: why change the name at all?
The short answer is we are looking to expand our horizons! The slightly longer answer is that in order to take on the types of projects that excite us and fulfill us creatively, we wanted a name that spoke more to who we are and what we do.
2) What was working about Home Methods, and what had you outgrown?
The “method” of Home Methods was and still works - it’s how we operate, and that’s important to us. But as my friend said to me, “I have two kids - I need a business to tell me what it IS in the name, I don’t have time to figure it out,” and sadly, Home Methods didn’t do that for us. That was one of the driving factors in the change - we wanted to be more descriptive about what this business is.
3) At what point did you realize the business needed a name that better reflected where you were headed?
It’s something I’ve been thinking about for a while actually. I began working with the great folks at Limonata first about doing an updated logo and website, and as a part of those conversations, I thought, “well, ‘Home Methods’ has never been your favorite name and doesn’t reflect the work itself, so if we are going to do all this work to rebrand, let’s do it with a brand I’m more excited about,” and here we are!
4) Did the idea of changing a name you had already built recognition around feel exciting, scary, or a little bit of both?
1000% scary with like 1% excitement! If anyone has ever built something from nothing, you know how hard it is, and we have a lot of recognition built up not only in the design community but also in and around Baltimore with this name, so I wanted to make sure we could carry that over and not totally shoot ourselves in the foot by changing the name. But there was that part of me that was always thinking about what else this could be, and given that I’m not entirely risk averse, I said let’s go for it.
Finding Wild Hue
“For me the word wild represents a sort of freedom - a way of being that reflects a unique personality unlike any other…
“hue” represents color, but I want people to think of it as not just the idea of color, but ALL the colors.”
5) How did you land on the name Wild Hue?
We got here after many, many, MANY brainstorming sessions. As Nate from Limonata would tell you, we were all over the place, but he was such a great guide in that conversation. We started by talking about the things we wanted to highlight - chief among them being color and joy - and then we looked at ways to reflect those concepts. The name Wild Hue was something that a friend of mine and I actually came up with in the car on the way to DC, and it was the one I kept coming back to.
6) What does "Wild Hue" mean to you, beyond the obvious connection to color?
For me the word “wild” represents a sort of freedom - a way of being that reflects a unique personality unlike any other (I know I just defined unique but go with me here). When Nate and I were talking about the brand and the name, the aspect of personality and a space that truly reflects who you are and what you love was really important to me, and I think “wild” reflects that idea.
Of course “hue” represents color, but I want people to think of it as not just the idea of color, but ALL the colors. What hue means to me won’t be the same as what hue means to you, and that’s ok, that’s the point - that gets back to the idea of personality that we want our work to show.
7) What was it about Wild Hue that ultimately made you think, "This is the one"?
I wish I could say “I heard it and knew it was the one,” but that wasn’t the case. When we talked about it, I liked it, but I didn’t want to rush into it, so I asked a few trusted friends, and then after thinking about it, it felt like it reflected what I wanted this business to say and became the most logical choice.
The Rebrand Process
“Going through the rebrand process really crystallized the importance of color and joy for me and how important that is not only in our design work but also in just how we approach and work with clients.”
8) What made you decide to work with Limonata Creative on the rebrand?
I have worked with Giulietta before and always admire her work, so when I learned that they were expanding Limonata to include this type of branding work, I thought that’s exactly the type of team I want to work with - people I know, who know me and who can help me reflect what I’m trying to convey. When we initially started working together, it was about updating the Home Methods brand, and like I mentioned, it eventually transitioned to a bigger project.
9) What was the experience of going through the brand strategy process like? Did anything surprise you about what you learned about your own business or creative point of view?
It was really fun! This was my first time working with Nate, and he started by asking really good, thoughtful questions to get to know how I think about design and the things that pique my interest. From there, he started distilling that into key points, and there were definitely more than a few moments where I was like, “yes, that, I’ve been trying to say THAT!” The naming process was the most fun for me because he came up with such original ideas, and then we talked about which ones we liked and didn’t. I think the thing that surprised me the most throughout the whole process was that I’m probably a little more traditional in certain areas than the renegade I maybe think I am haha.
10) How did working through the brand and website with Limonata help you think differently about where you want to take the business?
It really crystallized the importance of color and joy for me and how important that is not only in our design work but also in just how we approach and work with clients. I think color can be a feeling, and for me that feeling is fun, and it’s how we want our clients to feel about the process of working with us.
11) What feels different about seeing Wild Hue come to life visually, from the name and identity to the new website?
It’s mostly just reminding myself that this is the new name of the business haha. Because we had such a methodical approach to everything (which I appreciate as someone who loves process), I’ve had a lot of time to get used to Wild Hue, but that feeling that “oh yeah, that’s US now” is just a weird one that I know will go away with time. Change is hard!
More Than a New Name
“I’m more willing now to be bolder…that boldness extends beyond just selecting and using colors and prints in projects, but also striving to make clients feel like they can be comfortable with those concepts in a way that works for them.”
12) Is Wild Hue a completely new direction, or more of an evolution of what Home Methods was already becoming?
Definitely more of an evolution of Home Methods. The way we work isn’t changing and the types of projects we take aren’t changing, we’re just trying to better reflect the type of work we do and what we are interested in creatively.
13) How has your design work and creative point of view evolved since you first started the business?
Because I came to design as a second career, I’ve really focused on building my creative muscle. I try to look at everything as a learning opportunity, and I try to find new ways to approach certain spaces. That’s the biggest thing that has changed since I first started this business - how I think about and approach projects. I’m definitely bolder now than I was when I started, and that’s because I’ve been exposed to so many great people who are doing very cool things in the design community that push me to do new ideas, and I can’t wait to keep trying new and different things with clients.
14) What are you more willing to do creatively now that you might not have been ready to do a few years ago?
Generally just be bolder, especially with color and pattern. But that boldness extends beyond just selecting and using colors and prints in projects, but also striving to make clients feel like they can be comfortable with those concepts in a way that works for them. Not every client is going to see a salmon wall and think “yes, that is what my home has been missing,” and so trying to find that balance of the thing that speaks to that particular client based on what we know about them and what works for their lifestyle while still finding ways to make a statement has been a fun challenge.
What Isn't Changing
“Our goal is to really think about how our clients live and then infuse their designs with the personality we feel when we work with them; at the end of the project, if they say they love it and there are huge smiles, that’s a win for us.”
15) Home Methods reflected your process-driven approach. How important is that structure and organization to Wild Hue?
Super, super important. Like I said, how we work isn’t changing, and I think if we were making massive operational changes while also changing the brand I’d lose my mind. I feel really confident that our process works well - sure, there’s always room for improvement and we try to regularly make minor tweaks along the way, but the times when we have struggled have been the times that we haven’t adhered to the process, and that tells me that what we have works for us. At least 98% of the time. :)
16) What do you hope clients feel while working with you, both during the design process and when they finally walk into their finished home?
During the process, I hope they feel comfortable and like we have their best interests in mind, and also that they are having fun. This is work that should be fun, it shouldn’t be stressful! I mean sure, if we are renovating your kitchen and you don’t have one for a few months, that’s a little stressful, but at the end of the project you have a beautiful, hopefully more functional, new space. Our goal is to really think about how our clients live and then infuse their designs with the personality we feel when we work with them; at the end of the project, if they say they love it and there are huge smiles, that’s a win for us.
Looking Ahead
17) What are you most excited to explore in this next chapter of Wild Hue?
I’m excited to see what opportunities this new brand opens up for us. I think we will have the ability to try new and exciting things, and I can’t wait to see what those are!
Quick-Fire
18) What's one color, pattern, or design idea you're currently obsessed with?
People that know me know I love a cool palette, but lately I’ve been really excited about oranges and yellows, which is weird! I don’t know where that came from, but I just painted a mirror and cabinet in a bright yellow, and I have a strong desire to do some orange, I just need to find the right place. I think it’s proof that we can always surprise ourselves and we are always evolving. My husband will be thrilled, he will say we can now paint a room his favorite color - bright orange!
