Mr. Paul Swanson was kicking off his new mortgage biz and wanted to stand out from the sea of conservative brokers. But exactly how open was he? I pitched the idea of playing off his last name for the logo (i.e., the "swan" in Swanson), and he was all in. To accompany the whimsical swan logo, I curated a series of Magritte-like photos for his social and came up with his tagline, "Loans for the people."