Right before Sherwin-Williams Co. announced it’s purchase of M.A. Bruder & Sons Inc., I was brainstorming several outdoor campaigns for the M.A.B. paint stores in the Philadelphia region. I still consider this campaign for Sea Shore Exterior Paints one of my most creative ideas. No pretty pictures. No artsy eye candy. Just well thought out headlines – a campaign built solely around the message itself. To me creative is not just about looks (although House Industry’s Chalet fonts are simply gorgeous) but what it says. Yes, I said words are important too! I remember my college professors asking me the same questions over and over: “What’s the message?,” “What’s the concept?,” “Looks great but what’s being said??” Well, to all of my Visual Communication Design professors who badgered me at the University of Dayton know that I listened and know that I thank you. Sigh – too bad these were never used.