Glen Bruels (homeowner): Originally we were looking at no-VOC or recycled paint for the house, until we went to the West Coast Green conference in 2009. We wandered around the show and ran across Level 5 Design. We were really impressed with the owner, Rye Hudak, and his products – we loved the way it looked and that it was totally natural. We found out later that it’s even been shown to clean the air by absorbing toxins!