Headline writing for—Freddie Mac.

One mission.
80 million times.

"

"

My headline above helped anchored Freddie Mac's 2020 PR Pitch to CEO, David Brickman

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 About 

Writing as a consultant for Fortune 100, Freddie Mac: I was very 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.

 The Why 

Freddie Mac was working to exit government conservatorship.

 

But before it could happen, Freddie needed to prove "why" they need to operate independently for the first time since 2008.

 

The why was in Freddie’s impact.

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 The Solution 

Innovation was driving the future of Freddie Mac, but it was not something an outside audience could yet relate to. At least emotionally. Therefore, my headline writing process focused on finding something within the mission that people could feel.

 

That led me to Freddie Mac's impact throughout the years. Here, people could see for themselves Freddie's legacy of making home possible. And how their mission improves lives.

 

Born out of this was:

 

The Freddie mission + American families helped…

 

 ONE MISSION. 

 80 MILLION TIMES. 

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Some candid moments during
my time at Freddie.

But for more of my copywriting, simply scroll to Part II

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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.

 

The result?

 

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.

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The power
of 
three to 

empower all.

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.

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Thank you...

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: charley@proseandroses.com

 

Looking forward to chatting with you.

 

- Charley