Freddie Mac Multifamily Branding Exploration
Branding, Design Exploration
During my summer internship with Freddie Mac’s Multifamily division, the Creative Director gave me a challenge to conduct a brand exploration that proposed redesigned logos and email banners for several internal Multifamily assets.
Timeline: May 2024
Role: Multifamily Graphic Design Intern
Tools: Canva
The Problem
Several internal Multifamily assets, including awards and email banners, had inconsistencies with how they fit under Freddie Mac’s brand identity.
Original Assets
The Solution
A consistent branding and visual identity aligned with Freddie Mac’s corporate image
Design Exploration
A comprehensive exploration of various aesthetic directions while maintaining the established Multifamily brand identity.
Staying true to Freddie Mac’s signature blue and green palette and corporate typography while experimenting with a range of visual layouts and combinations.
Many of these assets would also be shared through internal emails. Once the logos/wordmarks were finalized, email banners were designed to further enhance brand consistency and engagement.
Reflections
This rebrand exploration allowed me to push the boundaries of design thinking while experimenting with fresh ideas. I especially enjoyed the logo and wordmark design process, where I could explore variations and iterate freely. Balancing creativity with professionalism was key, as the Freddie Mac’s established typography, color palettes, and corporate tone required careful consideration.
While the proposed solutions did not become official, this was an valuable exercise in aligning creativity with strategic brand objectives, sharpening skills in conceptualizing, iterating, and refining.