We recently had the chance to connect with Sue Hough and have shared our conversation below.
Good morning Sue, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What are you most proud of building — that nobody sees?
Truthfully, the thing I’m proudest of is all the behind the scenes stuff no one ever sees: the care, the thought, the ‘don’t worry, I’ll fix it’ problem-solving, and those tiny ‘let me make this better’ moments that add up. We show up hard for our clients, and I cheer for their wins like they’re my own. You can’t see that in our portfolio, but it’s the heartbeat of what we do.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Sue Hough, founder of Octavo Designs. I started this studio 25 years ago with one goal: do great work with good people. We focus on packaging, print, and web design, and we’ve built a reputation for bold, thoughtful, you can’t ignore this creative. I tell people we create cool sh*t that stops people mid-scroll or mid-aisle and makes them say, ‘I’ve got to have that.’
We work with companies of all sizes across the country, but I have a soft spot for smaller businesses. Helping someone bring their dream to life through their brand is one of my favorite parts of this job. Their wins feel like our wins, and a lot of our clients end up feeling like family. We pour a lot of heart into what we do, and we obsess over the behind-the-scenes details just as much as the final design.
We are a small team, but a powerful one. My team is incredibly talented, so much so that people often assume we are a much larger agency. They are the reason Octavo is known for its creativity and the reason I love the balance of creativity, problem-solving, and cheering our clients on. Right now, we are working on a mix of craft beverage labels, community-focused initiatives, and brand refreshes that keep us inspired and excited for what comes next.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What did you believe about yourself as a child that you no longer believe?
As a child, I believed I was less-than because of how my story started. I no longer believe that. Being adopted into a loving family taught me that worth comes from how you show up, what you create, and how you lift others.
That belief is woven into the work I do today. Octavo exists to help businesses step boldly into who they can become. We design brands that command attention, build confidence, and give our clients the platform they deserve. That’s not just design to me … it’s deeply personal.
If you could say one kind thing to your younger self, what would it be?
I’d tell her she’s not less-than and she’s not alone. She is going to grow into someone who uses her creativity to help people step into their own dreams. One day she’ll build a studio that designs beautiful brands and packaging that give others the courage to believe in their business.
Sure, so let’s go deeper into your values and how you think. What’s a belief you used to hold tightly but now think was naive or wrong?
I used to believe great design alone could carry everything. That was naive. Over time I’ve learned that even the strongest creative work doesn’t reach its full potential without the right people behind it. Now I know it’s the combination of great design and great relationships that makes our work truly powerful.
Creativity matters, but so does trust, kindness, and showing up for clients in a real way. And honestly, none of that happens without my team. They bring so much talent, heart, and thoughtfulness to every project that people often think we are a much bigger agency than we are. Their creativity and care turn good work into meaningful work. I have learned that design is stronger when it is backed by people who truly believe in lifting others up. That is what makes Octavo what it is.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I hope people say that I showed up with kindness, creativity, and integrity. That I used the gifts I had — my eye for design, my work ethic, and my belief in people — to help others build something they were proud of. I hope they say I made their lives a little easier, their dreams feel a little more possible, and their brands a lot more beautiful.
I want the story to be that I didn’t just run a design studio, I built a place where people felt supported, encouraged, and seen. That I poured my heart into Octavo and into every client who trusted us. And most of all, that I spent my time here lifting people up and helping them step confidently into who they wanted to become.
Contact Info:
- Website: https://8vodesigns.com
- Instagram: @octavodesigns
- Linkedin: @octavodesigns
Image Credits
Bob Cox Photography for personal photo.
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