Charley Arrigo


Headline writing 

for Freddie Mac
















One mission.

80 million times.



Writing as a consultant for Fortune 100,

Freddie Mac: My headline was chosen to

lead Freddie’s 2020 public relations pitch

to CEO, David Brickman

Why this headline?


THE WHY


Freddie Mac is working to exit government

conservatorship.



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



The why was in Freddie’s impact.


Impact + the power of contrast



THE WHAT


For 50 years, Freddie Mac has been making home possible families nationwide.


Exiting conservatorship enables Freddie to invest in innovation, and improve accessible housing for future generations.


After digging into research, and throwing copy after copy into the trash bin—I discovered that the why lived in the numbers.


The Freddie mission + American families helped…



ONE MISSION. 80 MILLION TIMES



Some candid moments

during my time at Freddie.


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


Part II.


In-House Agency Copy

INFO

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 togetherin pursuit of a common goal. 


A minimalistic approach focused on external appeal.



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 Agencya 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.