Freddie Mac turned to Lexicon to develop a brand name for all of their financial products that was flexible enough to span conventional, affordable, and small balance businesses. Their name needed to support the product line’s evolution away from a traditional model and towards a responsive and dynamic approach.


Optigo, a coined name, was a distinctive solution that was supportive of innovation and the future of Freddie Mac. Optigo proved to be a less conservative and more interesting brand name that still maintained the status and reliability associated with the company.

What Is The Value of a Lexicon Created Brand Name?

Truly effective names deliver fundamental value — they drive revenue. They give power and momentum to new ideas. Creating an effective name is not just a good thing, it is essential to success.

Here’s how we create them:

What We Do