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MR. SWANSON MORTGAGE
BUSINESS
Real Estate
PROJECT
Branding, Art Direction, Print
Mr. Paul Swanson was kicking off his new mortgage business. He wanted to stand out from the sea of conservative brokers who had logos in New Times and copious photos of vanilla suburban houses in their marketing material. I was excited to take on this challenge. But exactly how open would he be?
Voice
Sophisticated
Surreal
Humorous
Typography
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Color
![swatches](https://static.wixstatic.com/media/b0f05d_b3125b6a39bf4f32b8f39b03e1226618~mv2.png/v1/fill/w_487,h_488,al_c,q_85,enc_avif,quality_auto/Swatches_MSM.png)
![man in front of home](https://static.wixstatic.com/media/b0f05d_2559a45e711f48529ee1484b821ebaa9~mv2.jpg/v1/fill/w_980,h_654,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/01_ManHome_lowres.jpg)
Photography
![gif of social media images](https://static.wixstatic.com/media/b0f05d_56fcaffab91b4f2ebe77f1552155f77b~mv2.gif/v1/fill/w_980,h_980,al_c,usm_0.66_1.00_0.01,pstr/MSM_ManHome_GIF_gif.gif)
BRANDING MATERIAL
This was an exercise in opposites. Mr. Swanson’s competitors typically had safe branding colors that didn’t scream, “Look at me!” Mr. Swanson’s divisive colors did. And he, too, had houses on his marketing material—but not your typical suburban house. Safe to say, Mr. Swanson made a splash!
![stationery system](https://static.wixstatic.com/media/b0f05d_283ef399a14141469c7e0d8842e52ba7~mv2.jpg/v1/crop/x_64,y_215,w_2491,h_2990/fill/w_980,h_1176,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/MSM_Stationery.jpg)
Voice
Sophisticated
Surreal
Humorous
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
![swatches](https://static.wixstatic.com/media/b0f05d_b3125b6a39bf4f32b8f39b03e1226618~mv2.png/v1/fill/w_487,h_488,al_c,q_85,enc_avif,quality_auto/Swatches_MSM.png)
![man in front of home](https://static.wixstatic.com/media/b0f05d_2559a45e711f48529ee1484b821ebaa9~mv2.jpg/v1/fill/w_980,h_654,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/01_ManHome_lowres.jpg)
Photography
![mr. swanson mortgage logo](https://static.wixstatic.com/media/b0f05d_5e3db491b05b4bf383df79e22520e078~mv2.jpg/v1/fill/w_980,h_616,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/MSM%20Logo_final.jpg)
LOGO
I pitched the idea of playing off the client’s last name for the logo (i.e., the “swan” in Swanson), and he was all in. But this wasn’t going to be any old swan. It was going to be a swan of the utmost sophistication.
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