Industry: Financial services.

Project: Annual reports and internal messaging campaign.

Strategy: To showcase the social and political revolutions of the 20th century, and how E*TRADE was leveling the playing field and democratizing personal financial services. This was a multi-award-winning report.

Opening from E*TRADE Annual Report:

From One Revolution to the Next, They Said It Couldn’t Be Done

—They Said Equality Was Only For Some of Us                              

—They Said Women Would Never Break Through the Glass Ceiling

—They Said the Wall Would Never Come Down

—They Said There Are “the Haves” and “the Have-Nots”

They say a lot of things. Yet freedom has been won. And political walls have come down. From human rights, to civil rights, to individual rights —things are changing, and individuals are making a difference the world over. In the 21st century, it’s about the power and primary of the individual —not about “the haves” and “the have-nots” anymore. It’s about breaking through the barriers of time, access, and geography by giving individuals the tools they need to take control of their own financial destiny. During the last year, E*TRADE opened more than 1 million accounts, helping individuals everywhere achieve financial freedom. They said it couldn’t be done. To which we say, it is being done. And, by the way, welcome to the revolution.

Same annual, opening of editorial spread after letter:

Championing the Power of the Individual in the 21st Century

Breaking Through the Barriers of Time, Access and Geography

If you’re like most, you want freedom to direct your own future and chart your own course. Oh sure, you want charm, wit, and beauty too— but it’s financial independence you really seek. To buy your first home. Retire at 50. Take a two-year leave from work. Travel the planet. Send your kids to college. Financial freedom puts you, not somebody else, in charge of your financial destiny.  At E*TRADE, our vision is focusing on the expanding universe of individuals just like you.You want to invest on your terms — anytime, anywhere, and on any device. Our goal is to help you get there.

  1.   Read Next Writing Excerpt.

  2.   Back to Work.

Design: Broom & Broom