Fannie Mae
Team
Publicis Hawkeye
Role
Associate Art Director
Year
2022
Fannie Mae is a client that I worked with the most recently in my time at Hawkeye. Fannie Mae inquired of our team to create an ad campaign for their Desktop Underwriter tool along with creating Homebuyer’s Checklists for their site.
I was tasked with proposing a more illustrative solution, as opposed to my coworkers who went a more photography based approach. I pulled shapes from a previous design used by this client and created a solution to evoke machinery at work.
After internal review, we arrived a direction that utilized more of a collage technique and layering to tell a story of Desktop Underwriter at work. A story in three parts; first, an input of information (background), then a profile created of a family who applied for the loan (midground), then finally data outputs and an approval (foreground).
This final iteration reflects a thoughtful refinement of color and typography. The adjustments were made to elevate the product’s presence, to better resonate with their vision and captivate their audience.
