A rebrand exploration of Freddie Mac’s Multifamily division logo branding.
Design Exploration
Branding
The Creative Director in Freddie Mac’s Multifamily division challenged me to conduct a brand exploration to propose redesigned logos and email templates for several internal Multifamily assets.
Duration
Role
Canva
Hermes Marticio
Graphic Design Intern
June - July 2024
Team
Tools
The Problem
Several internal Multifamily assets, including awards and email banners, portrayed inconsistencies with how they fit under Freddie Mac’s overall Multifamily brand identity.
The Task
Develop a proposed redesigned logos and wordmarks to align with a cohesive rebranding strategy.
Create sample collateral to showcase the proposed redesigns in context.
Current Assets
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.
Proposed Solution
Some of the proposed logos/wordmarks, sample email banners, and certificates.
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 Multifamily division's established typography, color palettes, and corporate tone required careful consideration.
While the solutions may not become official, this project was an invaluable exercise in aligning bold, creative ideas with strategic brand objectives, sharpening skills in conceptualizing, iterating, and refining designs.