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Part of a larger identity piece (seen here) this animation was used as an engagement piece for internal teams, with an attempt to communicate values and vision. (A chunk of this animation is under an NDA therefore has been cut short in this version.)
Creative Director/Design Lead [Hands On, Client Facing]
Tasks: Creative Direction; Ideation; Quality Assurance; Team Management; Illustrator/InDesign/Photoshop work. [Illustration by John Rimmer]
As this was a culture shift an easy route to take was a journey, moving from one thing to another, and with many leaders of Freddie Mac having an interest in cycling, the two were coupled together. More importantly perhaps, the strategy and culture they wanted to create could only be provided by their employees concentrating on six core competencies and working to their best ability. ‘At Our Best’ was created.
The initial logo idea was based around cycling and housing, and being a proud provider to the people of the USA. This was very well received, however a last minute u-turn by a senior stakeholder threw a new logo our way, which meant some quick thinking, some tweaking, and some reworking of things to make sure everything sat nicely together.
