The Full Story

Headline writing for—Freddie Mac.

One mission.
80 million times.



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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

 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.


 The Solution 

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

And while exiting conservatorship would enable Freddie to invest in innovation and improve their ability to deliver accessible housing—this wasn't yet tangible. This had to be about more than tech.


So, my headline writing focused on what was real, something that every family could feel and relate to when it came to Freddie Mac's purpose. Something deeper.


The Freddie mission + American families helped…





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

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.



The power
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:


Looking forward to chatting with you.


- Charley