Headline writing for
80 million times.
My headline above helped anchor Freddie Mac's 2020 PR Pitch to CEO, David Brickman
Writing as a consultant for Fortune 100, Freddie Mac, I was fortunate to work together with their in-house agency team.
My headline: "One mission. 80 million times." helped anchor our 2020 public relations campaign, which was then pitched to CEO, David Brickman.
Freddie Mac was working to garner support
for exiting government conservatorship.
But before it could happen, Freddie needed to
showcase why they were ready to operate independently for the first time since 2008.
The why was in Freddie’s impact.
From mortgages, to lenders, and improving credit flow—
understanding housing finance isn't easy.
So, my headline writing process was simple. No jargon,
no financial speak.
This meant asking simple questions.
Like, "what would be the most universal way to teach
someone about Freddie?"
And impact was the answer:
The Freddie mission + American families helped…
80 million times.
Some candid moments during
my time at Freddie.
But for more of my copywriting, simply scroll to Part II
In-House Agency Copy
Freddie Mac was in the middle of redefining the identity behind their internal creative services team.
They were deciding between three internal logos.
I provided copywriting to give these new brand ideas a voice, while helping to make the decision making process – an emotionally-driven one.
Design to capture the eye. All by design.
A modern take on the classical monogram, this logo invites the viewer to piece together a puzzle.
Our pieces form an i + h for “In House” Agency. A representation of talent coming together—in pursuit of a common goal.
A minimalistic approach focused on external appeal.
of three to
This roofline design focuses on our very core—corporate, creative, collaboration.
It communicates a sense of unity yet leaves room for self-expression. And while centrally focused, its imperfect angles maintain a sense of motion.
The simplicity of mimicking shapes opens opportunities for this mark to shift and shape through animation.
Designing the future means drawing on the past.
The roof is a symbol of support for the human spirit. It means strength through challenges and unexpected demands.
In that sense, it embodies the energy and philosophy of the In-House Agency—a team of creative problem solvers, dedicated to getting the job done.
At last, our roof comes together to form a boxed design, encouraging you to take a look at what's inside.
I appreciate you taking time out of your day to view my work.
If you're looking to put more heart + soul
into your social enterprise....
Write me here: firstname.lastname@example.org
Looking forward to chatting with you.