72 Connecting with Color with Natalie and Caleb Ebel, co-founders of Backdrop

Well Made

After careers in marketing and finance and starting their own family, wife and husband co-founders, Natalie and Caleb Ebel took on their next project — making over the paint market. By painting a jargon-free consumer experience, newly launched startup, Backdrop is moving the hardware store paint chip model forward.

On this episode, Natalie and Caleb talk about their personal and working partnership (3:26). Most people can’t tell you the color or brand of the paint on their walls; Natalie and Caleb illuminate how they are creating brand affinity in the paint industry (13:17). Natalie explains how investing in their web experience and photography led to brand trust and sales (17:36). Caleb shares the design story behind the clean, gender-neutral line (31:00). Natalie reveals how they crowdsourced feedback pre-launch through a private Instagram and focus groups (34:16). Finally, they share how they use music, travel, and family to inspire their palette of paint colors. (38:35)

Also mentioned on the show:

• David McGillvray
• The Selby is Your Placeby Todd Selby
• Apartamento
• Well Made Episode 70 with Paul Munford: Building on Greenfields
• Darkroom App
• Salt & Straw
• International Rescue Committee
• Aruliden
• Unboxing Backdrop

Links and images can be found on the Lumi blog.