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Please Note: Rich Pictures, also known as Strategy Maps, often carry lots of confidential information and meaning. Therefore some details have been held back due to NDA’s…but know everything drawn has a reason behind it. (They’re actually pretty useless on their own, but when coupled with a storybook or other communication tool, they are a powerful tool to help generate conversation and explain complicated subjects.)
Part of a larger identity piece (seen here) this Rich picture was used to help communicate Freddie Mac’s vision and strategy for US homeowners come true, showing six areas of concentration to enable it.
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.
